Around the time I was making my final edit to the chapter on building a marketing department in The Professional Marketer, I happened to be part of a number of conversations on the “growth hacker,” aka “growth hacking.” The job title “growth hacker” wasn’t in the chapter, and I wondered if it should be. For those not familiar with growth hacking, it is “a marketing technique developed by technology startups that uses creativity, analytical thinking, and social metrics to sell products and gain … [Read more...]
Chapter 23 – The Marketing Department
With all of the dramatic changes in media, technology, and buyer behavior that we have witnessed in recent decades, CMOs should devote a lot of time to rethinking the optimal structure for their department. Should their team be organized around functions, geographies, customer segments, or something else entirely? How well is their team aligned with the business, and is the team adaptive to changes in the market? Which functions are essential to the success of the marketing effort? … [Read more...]
Want to learn even more about marketing?