MARKETING MANAGEMENT
STRATEGIC MARKETING IMPLEMENTATION
How well the marketing strategy is implemented and managed. On an ongoing basis is the
ultimate test of the robustness of market positioning and targeting decisions. Putting strategy into
action and making adjustments to address performance gaps are critical stages in strategic
marketing. Strategy and implementation are interdependent activities related to capabilities that
match opportunities and this interdependence is critical to running an organization's business.
The Strategic Role of the Chief Marketing Officer
In global marketplace now faced by many companies and with the ongoing impact of
economic downturns and recessions in different markets, a high priority is effective and insightful
leadership by the Chief Marketing Officer (CMO). The CMO's role needs to go beyond strategic
visioning to effective strategy implementation and managing organizational change.
Strategic CMO capabilities research by McKinsey underscores the challenges of CMOS in
adapting to a rapidly changing marketing environment resulting from unprecedented developments
in new media, market segments, and distribution channels as a result priorities do not include
improving organizational capabilities and flexibility, placing more emphasis on portfolios rather
than single brands and promoting consistency across the marketing organization.
Core tasks of a CMO A recent study suggests that there are seven key tasks expected of a
CMO, although our understanding of some roles remains only partial:
Establishing the role of marketing in the company
Having a market voice
Responsibility for marketing strategy
Coordinating marketing with other areas of the company
Running the marketing organization
Identify and lead marketing transformation efforts
Establishing the marketing scorecard
STRATEGIC MARKETING IMPLEMENTATION
How well the marketing strategy is implemented and managed. On an ongoing basis is the
ultimate test of the robustness of market positioning and targeting decisions. Putting strategy into
action and making adjustments to address performance gaps are critical stages in strategic
marketing. Strategy and implementation are interdependent activities related to capabilities that
match opportunities and this interdependence is critical to running an organization's business.
The Strategic Role of the Chief Marketing Officer
In global marketplace now faced by many companies and with the ongoing impact of
economic downturns and recessions in different markets, a high priority is effective and insightful
leadership by the Chief Marketing Officer (CMO). The CMO's role needs to go beyond strategic
visioning to effective strategy implementation and managing organizational change.
Strategic CMO capabilities research by McKinsey underscores the challenges of CMOS in
adapting to a rapidly changing marketing environment resulting from unprecedented developments
in new media, market segments, and distribution channels as a result priorities do not include
improving organizational capabilities and flexibility, placing more emphasis on portfolios rather
than single brands and promoting consistency across the marketing organization.
Core tasks of a CMO A recent study suggests that there are seven key tasks expected of a
CMO, although our understanding of some roles remains only partial:
Establishing the role of marketing in the company
Having a market voice
Responsibility for marketing strategy
Coordinating marketing with other areas of the company
Running the marketing organization
Identify and lead marketing transformation efforts
Establishing the marketing scorecard
