Organizing for Marketing Excellence

MARKOG- Capabilities, configuration, human capital and culutre

These elements are mobilized throughout seven marketing activities

anticipation, adaptation, alignment, activation, accountabilit, attraction and asse management

Describes the organizational setting within which mkt capabilities are exercised and culture is activated

They examine three broad configurations

organizational structure

The use of metrics

Mkt metrics

Awareness 41%

Total customers 37%

Market share 27%

Finantial metrics

Volume 43%

ROI 36%

Net profits 28%

Incentives and control systems

Shape agents' behavior to align with principals

One approach is to treat each MARKORG as an integrating force

Marketing leaders are integrating agents

A market-oriented culture reflects integrating values that align mindsets

A firm's mkt capabilities are integrating proceses that facilitate coordination

Integrating configurations such as organizational structures and control systems.

Market sensing and knowledge management capabilities

Relational capabilities as CRM, processes of acquiring and retaining valuable customers

Strategic marketing planning and implementation

Specific functional capabilities related to the mkt mix

Is a key force in the creation, implementation, and evaluation of marketing strategy

Marketing leaders

Marketing employees

Align leader walk and talk

Demonstrate impact across financial and nonfinancial otucomes

Offer resources and rewards

build effective informal and formal learning mechanisms

Build through values, beliefs, norms and behavior

Attract curious open-minded human capital