How CMOs Build Brands by Collaborating Across Silos
Harvard Business Review
MAY 31, 2011
They inhibit brilliant silo-spanning marketing, cross-silo offerings, brand consistency over products and markets, disciplined organization-wide marketing resource allocation, and the development of marketing excellence centers for capabilities such as social media or events. All these roles can lead to a seat at the strategy table, an invited seat rather than one forced on the silo executive teams, and to opportunities to link silos both strategically and tactically.