Marketing leaders today are navigating a perfect storm: global scale, fragmented tools, rising expectations, and — increasingly — the complexity of mergers and acquisitions. Whether you’re integrating a newly acquired team or simply trying to unify your global marketing operations, the challenge is the same: How do you move as one?
Most companies recognize the importance of innovation. What most companies don´t recognize though is that innovation is about experimenting with the unknown … hard to do when most processes have been developed to deliver predictability.
Standard systems: a good way to lower your system management costs? Definitely, as long as you do not customise or rebuild the standard system. But is it possible to compete and be unique if you build the business around that standard system? Probably not.
