Harvard Business Review

SEPTEMBER 8, 2017

These executives have responsibilities we might expect to reside within marketing. That leaves Chief Marketing Officers with a decision — do you see the rise of these roles as an opportunity or a threat? Marketing faces a particular challenge since customer engagement has traditionally been considered its domain.

CEO 8

CEO Marketing Span of Control Sports 8

Harvard Business Review

FEBRUARY 2, 2016

You’ll often find customer relationship management within marketing, budgeting within finance, supply-chain management within operations, outsourcing within procurement, training within HR, and new product development within R&D. The functional model of organization dates back to the 1850s.

Development 8

Development Supply Chain Incentives Outsourcing 8

Harvard Business Review

JUNE 26, 2013

With the swipe of a credit card, the customer support team can move to Zendesk or Desk.com; the HR team lives on Workday; the business intelligence group moves to GoodData or Domo; the finance team logs into Netsuite; the marketing department orbits around Marketo and Salesforce''s marketing cloud. Why is this?

Supply Chain 8

Supply Chain Competitive Advantage Information Technology How To 8

Harvard Business Review

SEPTEMBER 13, 2012

An impatient marketing or finance manager would, on the sly, secure some extra budget money and hire a contractor to build a little database that tracked mailing addresses or top-line financials. Slowly but surely, as the little database grew bigger and bigger, the manager would wedge the cost into her operating budget.

Supply Chain 15

Supply Chain CIO Budgeting Project 15

Harvard Business Review

FEBRUARY 9, 2011

We call these people Cost Center Consumers, and they come in two flavors. Divas: These are high maintenance consumers who drive costs up after purchase. They tie up your call centers, incur costly returns, and generate other costs that occur below the gross margin line, which is harder to see.

P&L 14

P&L Supply Chain Retail Price 14

Harvard Business Review

FEBRUARY 8, 2018

Likely outcomes of the move to cloud include changing how products are designed; closer collaboration between the corporate IT department and other business units, including sales, finance and forecasting; and more customer interaction, even to a point of jointly developing products with their consumers.

Management 12

Management Software BPM Technology 12