Influx

While there’s lots of talk about the changing media and communication landscape, there’s not a great deal of conversation about the changing role of marketing inside organizations. It seems obvious to most of us in the business that marketers have more on their plates than ever before and seem constrained by lack of bandwidth and funds.

However, it also appears something more fundamental might be happening to the marketing function.

“In our case, the people running the businesses could no longer
principally be marketers; they needed to become general managers. And
the functional executives had to move to being functional leaders,
capability builders, managers of careers, and sharers of best
practices. Not everybody was able to make that transition.”

Irene Rosenfeld- CEO-Kraft-Interview with Strategy and Business- August 27th-2009

If marketers are destined to become general managers, how much time will they be able to devote to communication?

Posted by Ed Cotton