Introduction: The New CMO--Why?

Most organizations are rightly proud of the decentralized structures that keep managers close to customers and markets, ahead of competitors, and accountable for results. However, relying on unfettered decentralized organizations with highly autonomous silo units is no longer competitively viable. The world has changed. There is too much at stake to allow silo interests to inhibit or prevent the effort toward achieving strong brands and effective marketing. This chapter outlines the specific problems or missed opportunities that are created or worsened by the silo structure and the new role that the CMO must play in conquering these problems.