Marshall Goldsmith

AUGUST 15, 2011

Here are her ideas and reflections: Chief Marketing Officers (CMOs) are usually under pressure because most organizations see marketing as a cost center and are not aware of how it is contributing to the bottom line. For an insider's perspective, I've asked Susanne Lyons, former CMO at Visa and Charles Schwab, to answer your question.

Advice 107

Advice Execution Marketing Prahalad 107

Marshall Goldsmith

NOVEMBER 30, 2010

Many businesses view marketing as a cost center without recognizing how it contributes to the bottom line. Marshall My newest book, MOJO , is a New York Times (advice), Wall Street Journal (business), USAToday (money) and Publisher's Weekly (non-fiction) best seller. Right now, every dollar needs to work harder, and marketing.

Metrics 110

Metrics Bottom-up Budgeting Marketing 110

Harvard Business Review

JANUARY 4, 2018

The ABU was set up as a centralized profit center with ambitious targets and with direct reporting to the chief operations officer; most often, similar units are organized as cost centers with no specific targets. The best advice is that if you err in recruiting, adjust swiftly. Support from the top.

Company 8

Company Chief Operating Officer Incentives Project 8

Harvard Business Review

OCTOBER 1, 2013

CEOs, following the advice in Nicolas Carr’s famous HBR article, “IT Doesn’t Matter,” perceive little strategic opportunity in IT and devote as little time as possible to the issues. Today, this topic simply doesn’t come up often enough, leading to a one-size-fits-all approach to managing IT, often as a cost center.

Information Technology 8

Information Technology Technology Cost Center Constraint 8

Harvard Business Review

JANUARY 16, 2015

In order to reduce a Top Dog’s risk profile, think about the individuals to whom they turn for advice and validation. CSO, CFO, CIO, IT, Ops (Practice Leaders): Typically, these decision makers run cost centers as opposed to generating revenue. They care about pleasing boards and shareholders.

P&L 8

P&L Due Diligence CIO COO 8

Harvard Business Review

DECEMBER 6, 2016

Like marketing, IT is often seen as a cost center rather than revenue generator. When some organizational changes and good advice from a consultant came his way, Weber realized his marketing team had to be better partners with the IT team. Now, it’s a very complementary relationship. The reason?

Marketing 8

Marketing Banking Technology System 8

LDRLB

NOVEMBER 12, 2012

HR is an enigmatic profession, as the authors write, “the sad reality is—even in today’s enlightened age of recognizing the value of people to the business—too many top executives still view HR as a non-strategic cost center instead of a core, profit-contributing function.” The report itself includes much more than what I cited here.

Ulrich 137

Ulrich Metrics Report Storytelling 137