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Spanning Silos

by: Aaker, David A.

Spanning Silos

by: Aaker, David A.

ISBN 13:
9781422128763
ISBN 10:
1422128768
Format: Hardcover
Copyright: 09/16/2008
Publisher: Harvard Business School Pr

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Preface	p. xiii
Acknowledgments	p. xvii
Introduction: The New CMO-Why?	p. 1
Six Deadly Sins of a Silo Structure	p. 4
Marketing Resources Are Misallocated	p. 5
Silo-Spanning Brands Lack Clarity and Linkage	p. 8
Silo-Spanning Offerings and Programs Are Inhibited	p. 9
Marketing Management Competences Are Weakened	p. 11
Success Is Not Leveraged Across Silos	p. 12
Inadequate Cross-Silo Communication and Cooperation	p. 13
Enter the CMO	p. 14
Reducing Silo Power: Why Is It Hard?	p. 15
From Silos to Synergy	p. 18
Creating a Road Map for CMO Success	p. 20
Find the Right Role and Scope-The CMO's New Job Description	p. 25
Five Potential Hats: Facilitator, Consultant, Service Provider, Strategic Partner, Strategic Captain	p. 27
Facilitator	p. 27
Consultant	p. 29
Service Provider	p. 30
Strategic Partner	p. 31
Strategic Captain	p. 32
Which Roles Are Right for You?	p. 34
How Roles Evolve	p. 35
The Activity Scope and Authority	p. 39
The Product and Country Scope	p. 46
Gain Credibility and Buy-in	p. 51
Gaining CEO Support-A Key to Success	p. 52
Reframe Marketing	p. 53
Measure Performance	p. 54
Enlist Allies	p. 55
Involve the CEO	p. 55
Acquiring Customer Knowledge	p. 56
Showing Success Visibly	p. 58
Getting Easy Wins	p. 58
Delivering Real Impact-The Home Run	p. 61
Respecting and Engaging the Silo Units	p. 62
Upgrading the Marketing Staff	p. 64
Skills Needed	p. 64
Sourcing People	p. 67
Enhancing Silo Marketing Talent	p. 68
Training Systems	p. 69
Building a Cross-Silo Marketing Team	p. 70
Use Teams and Other Routes to Silo Linking	p. 73
Cross-Silo Marketing Teams	p. 74
Task Force Teams	p. 78
Keys to Successful Teams	p. 79
Clarity of Mission	p. 79
The Right People	p. 84
Competent Leadership	p. 85
Dealing with Multiple Cultures	p. 87
Virtual Teams	p. 89
Succeeding with Virtual Teams	p. 90
Routes to Linking Silos	p. 92
Informal Networks	p. 92
Formal Networks	p. 93
Liaison Roles	p. 94
Integrator Roles	p. 95
Centers of Excellence	p. 96
Matrix Organizations	p. 96
Centralized Marketing	p. 98
Which Routes?	p. 99
Creating a Cross-Silo Culture	p. 100
Develop a Common Planning Process and Information System	p. 101
Market/Self-Analysis	p. 103
Self-Analysis	p. 105
Business Strategy	p. 105
Product-Market Investment Strategy-Where to Compete	p. 106
The Customer Value Propositions	p. 106
Assets and Competencies	p. 106
Functional Strategies and Programs	p. 107
Brand Strategy	p. 107
Brand Vision	p. 107
Brand Portfolio Strategy	p. 111
Marketing Programs	p. 111
Measuring Silo Market Strength	p. 112
The Silo-Spanning Information System	p. 116
The Communication System	p. 117
The Knowledge Hub	p. 119
The Payoff	p. 122
Adapt the Master Brand to Silo Markets	p. 123
Standardizing the Master Brand	p. 124
Adapting the Master Brand-Why and When	p. 127
Adapting the Master Brand-How	p. 134
Create Relevant Silo-Spanning Associations	p. 134
Spin the Brand Story for the Silo Market	p. 138
Augment with Additional Associations	p. 138
Emphasize Different Elements of the Brand Identity	p. 140
Use a Branded Differentiator	p. 140
Top-Down Versus Bottom-Up Processes	p. 141
Prioritize Brands in the Portfolio	p. 145
Too Many Brands-The Brand Addition Framework	p. 148
Will the Business Support a New Brand Name?	p. 148
Would an Existing Brand Inhibit or Even Detract from the Promise?	p. 149
Would the New Offering Detract from or Confuse the Message of the Existing Brand?	p. 149
Is There a Compelling Reason for a New Brand?	p. 150
Other Considerations	p. 152
Too Few Priorities-The Brand Prioritization Framework	p. 153
Identify the Relevant Brand Set	p. 154
Develop Brand Assessment Criteria	p. 154
Evaluate the Brands	p. 156
Prioritize the Brands	p. 157
Develop the Revised Brand Portfolio Strategy	p. 159
Implement the Strategy	p. 159
Prioritize Countries	p. 162
Too Little Leverage-The Brand Extension Frameworks	p. 163
Product Expansion	p. 163
Expanding the Global Footprint	p. 166
The CMO Role	p. 169
Create Winning Marketing in a Silo World	p. 171
Creating Great Offerings and Marketing Programs in a Silo World	p. 172
The Silo Route	p. 172
The CMO Route	p. 175
Test and Learn	p. 178
The Scope and Authority of the Silo Team	p. 179
Silo Managers' Authority Creep	p. 184
How Many Communication Partners?	p. 185
Allocating Marketing Resources Across Silos	p. 190
Communicating the Brand Internally	p. 192
Conclusion: The CMO's First Ninety Days	p. 197
Assessing the Organization's Capability to Span Silos	p. 198
Action Plan-Prioritizing Short- and Long-Term Goals	p. 201
Keep Your Eye on the Ball-Focus on Silo Problems	p. 205
Notes	p. 207
Index	p. 211
About the Author	p. 217
Table of Contents provided by Ingram. All Rights Reserved.

Amazon no longer offers textbook rentals. We do!

Spanning Silos

Spanning Silos

9781422128763

1422128768

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