How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

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. As a facilitator, the CMO group at Nestle operates centers of excellence around topics such as the Hispanic market, mom & kids, and Walmart which are shared across silos.

Aaker 16

Just Adding a Chief Data Officer Isn’t Enough

Harvard Business Review

The proliferation of C-suite roles is an indication of the increasing strategic and operational complexity organizations face. David Aaker’s helps explain why in his book, Spanning Silos: The New CMO Imperative. Chief Operating and Finance Officers side-step this issue given the broader power-base of their positions.). Use Brown, Court, and Willmott’s six tasks of data-focused activities to start developing the issues to have the on the table.

Aaker 12