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Download Spanning Silos: The New CMO Imperative Audiobook (Unabridged)

Extended Audio Sample Spanning Silos: The New CMO Imperative (Unabridged), by David Aaker
3 out of 53 out of 53 out of 53 out of 53 out of 5 3.00 (12 ratings) (rate this audio book) Author: David Aaker Narrator: Phil Gigante Publisher: Brilliance Audio Format: Unabridged Audiobook Delivery: Instant Download Audio Length: Release Date:
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Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the marketplace, and fail to leverage scale economies and successes - all of which can threaten a company''s survival.

As David Aaker shows in Spanning Silos, the unfettered decentralization that produces silos is no longer feasible in today's marketplace. It's up to chief marketing officers to break down silo walls to foster cooperation and synergy.

This isn't easy: silo teams guard their autonomy vigorously. As proof of their power, consider the fact that the average CMO tenure is just 23 months. How to proceed? Drawing on interviews with CMOs, Aaker explains how to:

  • Strengthen your credibility with silo teams and your CEO
  • Use cross-functional teams and other strategic linking devices
  • Foster communication across silos
  • Select the right CMO role - from facilitator to strategic captain
  • Develop common planning processes
  • Adapt your brand strategy to silo units
  • Allocate marketing dollars strategically across silos
  • Develop silo-spanning marketing programs

    In this age of dynamic markets, new media, and globalization, getting the different parts of your organization to collaborate is more critical - and more difficult - than ever. This audiobook gives you the road map you need to accomplish that feat. Download and start listening now!

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    Listener Opinions

    • 3 out of 53 out of 53 out of 53 out of 53 out of 5 by Brian | 11/3/2008

      " The guru of brand management gives a general introduction to the office politics involved in managing marketing efforts across huge and unwieldy corporations. Some interesting insights into notorious marketing strategies (e.g. MasterCard's "priceless" campaign). "

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