The opposing forces of every business
“Every business faces the opposing forces of the pull for more growth against the pull for more profitability; the demand to show profit today against the need to invest in the company’s future; and the call for optimizing the whole against the tendency of individual parts to maximize their own performance.
The three performance tensions — growth versus profitability, short term versus long term, and whole versus parts — provide fundamental energy that can be harnessed to deliver superior, sustainable results.”
(Ken Favaro and Saj-nicole Joni in “Getting Tensions Right” in Strategy+Business 24 Aug, 2010)
The rise of the marketing operations director
The complexity of modern marketing means companies are increasingly splitting marketing into operations and strategy, and increasingly they’re looking for marketing operations directors.
When marketing strategy is worthless
Imagine the following scenario: it’s the annual brand strategy seminar for a large, multi-national B2C company. The VP of Marketing goes on stage to present the new marketing model.
Marketing’s influence is not the goal, part 2
When marketers complain about the lack of influence at executive level they’re grabbing the wrong end of the stick.