Marshall Goldsmith

AUGUST 15, 2011

Q: Do you have any specific suggestions for marketing executives in this challenging climate? During hard times companies often cut back on marketing budgets. As business becomes more competitive, marketing executives face increasing pressure to demonstrate the value that their function is adding to the firm. A: Great question.

Advice 107

Advice Execution Marketing Prahalad 107

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

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 has been ingrained ever since, so much so that it is rarely questioned.

Development 8

Development Supply Chain Incentives Outsourcing 8

Harvard Business Review

DECEMBER 25, 2013

Service at American Express, he argued, should not be treated as just a cost center; rather, it offered an opportunity to invest in building the sort of warm relationships between American Express and its customers that the venerable company’s brand had always been based on. Bush saw a way to change the game.

Call Center 9

Call Center Attrition Cost Center Learning-by-Doing 9

Harvard Business Review

OCTOBER 14, 2015

Pharmacists are trained to know about medications, and they focus on them all day. We subsequently observed meaningful reductions in smoking rates in regions where we have a large market share. As providers increasingly participate in value-based purchasing arrangements, what used to be profit centers have become cost centers.

System 8

System Health Care Retail Cost 8

Harvard Business Review

DECEMBER 6, 2016

As marketing continues to shift and improve, we’ve come to rely on IT to provide expertise on current technology and, perhaps more importantly, to provide a road map that shows where technology will lead, where integration is critical, and how to make the best use of increasingly sophisticated tools. This means being more strategic.

Marketing 8

Marketing Banking Technology System 8

Harvard Business Review

FEBRUARY 8, 2018

“It’s already changing organizations, by moving IT from a cost center to something with a place at the table in a lot of different meetings,” said Chris Jackson, head of cloud platforms at Pearson, a global learning company. “With the cloud, we can replicate processes more quickly,” he said.

Management 12

Management Software BPM Technology 12