In a digital world, how marketers engage customers has transformed. Yet in most companies, the marketing function has changed little in the past 40 years. So what should the ideal marketing organization look like?
EffectiveBrands co-founder Marc de Swaan Arons and colleagues conducted a multi-year study involving more than 10,000 marketers from 92 countries to understand what drives marketing excellence.
Through this work de Swaan Arons and his co-authors developed a framework for how marketing leaders can build a high-performance marketing organization. In this interactive Harvard Business Review webinar, de Swaan Arons describes findings from his research on marketing excellence, explains the framework for building a high-performance marketing organization, and discusses the key elements of creating an ultimate marketing machine.
de Swaan Arons elaborates on how marketing leaders are effectively connecting marketing to other functions and business strategy, inspiring their organizations by engaging everyone in the brand's purpose, focusing and aligning marketing around a few key priorities, and building internal capabilities through extensive training.