Chapter 2. Four Principles Supporting the New Marketing Capability

• How does the enterprise integrate best practices into all areas of marketing?

• How can technology leverage the marketing system?

• How can customers become the drivers of marketing, not the target?

• What is the difference between enterprise marketing solutions and point solutions, and why does it matter?

We stated at the end of the last chapter that marketing capability incorporates the organization, skills, knowledge, technology, and resources to operate social software effectively, efficiently, and competitively.

A company that embraces this statement must transform itself to realize the growth promise inherent in it. In other words, it must “operationalize” the capability. ...

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