Are you a Service Provider or a Growth Champion?
Booz Allen Hamilton has created a nice little survey tool which allows you to profile the role of marketing, and specifically the marketing function within your organisation.
It asks 18 questions, to assess your organisational role against 4 criteria:
- Scope of responsibilities
- Decision-rights
- Capabilities
- Organisational linkages
It then fits your responses into one of 6 categories...from service providers to growth champions.
While the aspiration of most marketers is for their function to act as a Growth Champion...the survey is smart enough to recognise that: "The “optimal" profile is the one that best matches the organization’s need, based on market positioning, competitive challenges and growth strategy. Different profiles are appropriate in different situations."
Oxford SM would strongly endorse the point that marketing capabilities, organisational design and marketing management systems must all fit the organsiation's specific growth agenda.
In accordance with our view of the First 100 Days, the aim is not for every marketer to become a CEO and every marketing function to 'own' the corporate innovation agenda, but to build a function that is fit for customer (and CEO) purpose.
Editor
