Not so rosey on the buyer's side?

Think things are changing fast selling advertising? Think about what it looks like on the other side of the table.

Gary M. Katz CEO of Marketing Operations Partners (www.mopartners.com), writes that corporate marketing types don't have it so easy either,

"Many of us are working in marketing departments that spend most of the time fighting fires and kissing up to CEOs for fear that our corporate survival depends on such compliant behavior. We've often settled for reactive, chaotic, dysfunctional work environments where we operate more like order takers at McDonalds and company mouthpieces (spin doctors) than real change facilitators and difference-makers in our organizations."

Katz advocates fighting back by creating a "Marketing Operations" hub where marketing functions as well as sales and new product development functions can be coordinated.

"Embracing marketing operations is a win-win for everyone, but bringing its benefits into your marketing function is an evolutionary process. MO is both a serious commitment and a great opportunity."

This kind of reorg can be messy especially if sales, new product development, and marketing are not on the same page. 

Read the whole article On the he MarketingProfs website:
Integrated? Strategic? Why Marketing Needs a New MO