The Integration Imperative

This best practice article from the chief marketing officer of Fidelity Investments, James D Speros, argues that instead of highly integrated marketing, most marketers are managing disjointed, siloed activities.

The Integration Imperative

James D. Speros

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This is the first of a series of perspectives commissioned by the ANA Integrated Marketing Committee, which has invited various senior marketers to write about one specific best practice that leads to integrated marketing success.

Everyone's doing it — or should be! That's what the self-proclaimed experts would have you believe about integrated marketing communication activities. However, nothing could be further from the truth. Many marketing leaders today are managing siloed activities that are disjointed and disconnected from one another — either because of organizational...

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