Friday, January 19, 2007
Is Marketing attracting Tacticians rather than Strategists?
There are far fewer CEO now who came up the Marketing ranks than in the 1960s and 70s. More started in Finance. Perhaps it is because of the information explosion, but more Marketing functions seem to revolve around details of execution that issues of strategy. during the 60s and 70s, even relatively junior marketers were expected to be involved in, and contribute to strategy. This is less so. Therefore, when someone becomes a Chief Marketing Officer, they have not had the preparation which enables them to step into a Strategic role. I have spoken at the Wharton Alumni/Gunderson CMO Bootcamp, and found the response to strategic issues to be bewilderment. As long as this is the case, business will continue to be anything but market driven.