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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 successesall 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 twentythree months. How to proceed? Drawing on interviews with CMOs, Aaker explains how to:Strength your credibility with silo teams and your CEOUse crossfunctional teams and other strategic linking devicesFoster communication across silosSelect the right CMO role from facilitator to strategic captainDevelop common planning processesAdapt your brand strategy to silo unitsAllocate marketing dollars strategically across silosDevelop silospanning marketing programsIn this age of dynamic markets, new media, and globalization, getting the different parts of your organization to collaborate is more criticaland more difficultthan ever. This book gives you the road map you need to accomplish that feat.
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