marketing in a silo world the new cmo challenge


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QSXMZEXI GLERKI FYX XS TVSZMHI E GLERKI XEVKIX WII *MKYVI
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1EVOIXMRK MR E 7MPS ;SVPH 8LI 2I[ '13 'LEPPIRKI
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JSVGIW [MXL IEGL WMPS XIPPMRK XLI FIWX WXSV] MQEKMREFPI MR SVHIV XS VIXEMR MXW S[R
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1EVOIXMRK MR E 7MPS ;SVPH 8LI 2I[ '13 'LEPPIRKI
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MR TEVX FIGEYWI XLI GVSWW WMPS GSPPEFSVEXMSR RIIHIH XS I\IGYXI QE] RSX FI MR XLI
(2% SJ XLI WMPSW ERH MR TEVX FIGEYWI EYXSRSQSYW WMPS YRMXW XIRH XS PSSO EX XLI
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JVYWXVEXIH FIGEYWI XLI] EVI PSSOMRK JSV W]WXIQW WSPYXMSRW ERH WIVZMGI FEGO YT
XLEX WTER TVSHYGX WMPSW 8LI QSZIQIRX JVSQ TVSHYGXW XS W]WXIQW WSPYXMSRW LEW
FIGSQI E XMHEP [EZI ERH VIUYMVIW GVSWW WMPS SJJIVMRKW +PSFEP GYWXSQIVW EVI
MRGVIEWMRKP] HIQERHMRK KPSFEP WIVZMGIW ERH SJJIVMRKW 'MXMFERO JSV I\EQTPI
[ERXW WYTTPMIVW XLEX GER MRXIVEGX ERH HIPMZIV KPSFEPP] XS VIHYGI XLI MRIJ´GMIRGMIW
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E WMPS KVSYT XS EXXIQTX XS GVIEXI XLIWI OMRHW SJ EWWIXW ERH WOMPPW MR JEGX MX YWYEPP]
MW RSX JIEWMFPI FIGEYWI XLI WMPSW PEGO WGEPI *YVXLIV VIHYRHERX QEVOIXMRK WXEJJ
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1EVOIXMRK MR E 7MPS ;SVPH 8LI 2I[ '13 'LEPPIRKI
7MPSW STIVEXMRK EYXSRSQSYWP] EVI SJXIR PEGOMRK MR RSX SRP] JYRGXMSREP
I\TIVXMWI FYX EPWS TPERRMRK TVSGIWW WSTLMWXMGEXMSR ERH WIEWSRIH EHZMGI 8SS
SJXIR WMPSW EVI ZYPRIVEFPI XS QEREKIQIRX QIHMSGVMX] SV [SVWI 6EXLIV XLER
LEZMRK ER EHZERXEKI JSV FIMRK E TEVX SJ E QYPXM FYWMRIWW ´VQ XLI FYWMRIWWIW [MPP
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QEVOIXMRK GER EPWS TVSZMHI KYMHERGI JSV FSXL WXVEXIK] ERH XEGXMGW ERH TEVXMGY
PEVP] LS[ XLIWI GER FI PMROIH XS SXLIV WMPSW KIRIVEXMRK W]RIVK] JSV EPP
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[MPP XIRH XS FI MWSPEXIH ERH EVI VEVIP] PIZIVEKIH -X MW RSX IRSYKL XS LEZI E WYG
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VSPPIH SYX MRXS SXLIV GSYRXVMIW F] 2IWXPrŹW GIRXVEP MGI GVIEQ KPSFEP QEVOIXMRK
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8LI PEGO SJ GSQQYRMGEXMSR ERH GSSTIVEXMSR FIX[IIR WMPSW MW E FEWMG TVSF
PIQ XLEX GER HMVIGXP] EJJIGX SVKERM^EXMSREP TIVJSVQERGI ;LIR MRWMKLXW MRXS GYW
XSQIVW QEVOIXMRK XVIRHW GLERRIPW SV XIGLRSPSKMIW XLEX GSYPH EJJIGX WXVEXIK] EVI
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8LI FVERH TSVXJSPMS WYJJIVW JVSQ SZIVFVERHMRK ERH GSRJYWMSR
7MPS WTERRMRK FVERHW HS RSX LEZI E GSRWMWXIRX PSSO JIIP ERH QIWWEKI
1EVOIXMRK TVSKVEQW EVI RSX WLEVIH F] WMPSW
3JJIVMRKW XLEX WTER WMPSW EVI HMJ´GYPX XS HIZIPST ERH MQTPIQIRX
8LI QEVOIXMRK GETEFMPMX] MW MREHIUYEXI SV RSRI\MWXIRX MR OI] EVIEW WYGL EW HMKMXEP QEVOIX
MRK SV WTSRWSVWLMT 8LIVI MW HYTPMGEXMSR SJ JYRGXMSREP QEVOIXMRK KVSYTW
8LI SVKERM^EXMSR GYPXYVI MW RSX WXVSRK MR EPP WMPSW
7MPSW HS RSX GSQQYRMGEXI SV GSSVHMREXI [IPP 8LIVI MW PMXXPI MRGIRXMZI XS MQTVSZI
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XLI QEVOIX FIWX 6IQSZMRK HIKVIIW SJ JVIIHSQ JVSQ XLI WMPSW MW TIVGIMZIH EW
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XS GSPPEFSVEXI EGVSWW WMPSW SV IZIR XS VIEGL SYX [MXL MHIEW SV MRJSVQEXMSR 4EWWMRK
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XS FI SVKERM^EXMSREPP] HMWVYTXMZI
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1EVOIXMRK MR E 7MPS ;SVPH 8LI 2I[ '13 'LEPPIRKI
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ERH MQTPIQIRXMRK QEVOIXMRK WXVEXIKMIW ERH XEGXMGW MR E QYPXM WMPS SVKERM^EXMSR
MRZSPZIW GSQTPI\MXMIW XLEX EVI JSVQMHEFPI &VERH WXVEXIK] JSV I\EQTPI MW LEVH
IRSYKL [MXLSYX XLI GSQTPMGEXMSR XLEX MX LEW XS [SVO MR E WIX SJ HMZIVWI TVSHYGX
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HMJJIVIRX XLEX IJJSVXW XS WXERHEVHM^I SV IZIR GSSVHMREXI WIIQ JVYMXPIWW SV MRJIEWM
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XS XLI XST 1EVOIXMRK LEW FIIR GSRWMHIVIH XEGXMGEP WSQIXLMRK XS FI HIPIKEXIH XS
EHZIVXMWMRK ERH TVSQSXMSRW TVSJIWWMSREPW [LS EVI GLEVKIH [MXL GVIEXMRK WLSVX
XIVQ WEPIW FYQTW /I] I\IGYXMZIW HS RSX YRHIVWXERH XLI ZEPYI SJ E GSLIWMZI
W]RIVKMWXMG SZIVEPP FVERH WXVEXIK] -R JEGX FVERHW QE] RSX FI GSRWMHIVIH EW PSRK
XIVQ EWWIXW IREFPMRK XLI FYWMRIWW WXVEXIK] 8LMW [EW XVYI JSV E QENSV .ETERIWI
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ER MRLMFMXSV XS ER IREFPIV SJ IJJIGXMZI ERH IJ´GMIRX QEVOIXMRK# 8LIVI EVI E [MHI
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FIWX TVEGXMGI ´RHMRKW
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ERH XLEX GER FI XLI VMKLX GSYVWI MR GIVXEMR GMVGYQWXERGIW ,S[IZIV XLIVI EVI
SXLIV PIWW XLVIEXIRMRK VSPIW [MXL VIHYGIH VMWO SJ JEMPYVI SV IZIR µEQI SYX XLEX
GER LEZI WMKRM´GERGI MRµYIRGI -R TEVXMGYPEV XLI '13 GER EWWYQI XLI VSPI SJ
JEGMPMXEXSV GSRWYPXERX SV WIVZMGI TVSZMHIV -R E JEGMPMXEXSV VSPI XLI '13 XIEQ GER
IWXEFPMWL E GSQQSR TPERRMRK JVEQI[SVO JSWXIV GSQQYRMGEXMSR IRGSYVEKI ERH
IREFPI GSSTIVEXMSR GVIEXI HEXE ERH ORS[PIHKI FEROW ERH YTKVEHI XLI PIZIP SJ
QEVOIXMRK XEPIRX XLVSYKLSYX XLI SVKERM^EXMSR -R XLI GSRWYPXERX VSPI XLI '13
[SYPH FIGSQI ER MRZMXIH TEVXMGMTERX MR XLI WMPS WXVEXIK] HIZIPSTQIRX TVSGIWW
%W E WIVZMGI TVSZMHIV XLI WMPS FYWMRIWW YRMXW [SYPH ©LMVIª XLI '13 XIEQ XS TVS
ZMHI QEVOIXMRK WIVZMGIW WYGL EW QEVOIXMRK VIWIEVGL WIKQIRXEXMSR WXYHMIW XVEMR
MRK SV QEVOIXMRK EGXMZMXMIW WYGL EW WTSRWSVWLMTW SV TVSQSXMSRW
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1EVOIXMRK MR E 7MPS ;SVPH 8LI 2I[ '13 'LEPPIRKI
8LIWI QSHIWX VSPIW F] WXMQYPEXMRK ERH IREFPMRK GSQQYRMGEXMSR ERH
W]RIVKMWXMG TVSKVEQW LEZI LEH E QENSV MQTEGX SR XLI WXVEXIK] ERH GYPXYVI SJ XLI
SVKERM^EXMSR MR QER] ´VQW -X MW RSX RIGIWWEV] XS FI MR GSRXVSP SJ FYHKIXW ERH
TVSKVEQW MR SVHIV XS IJJIGX GLERKI ERH VIWYPXW *YVXLIV TYVWYMRK XLIWI VSPIW GER
PIEH XS FYMPHMRK GVIHMFMPMX] ERH VIPEXMSRWLMTW XLEX [MPP FI OI] XS XLI IWXEFPMWLQIRX
SJ QSVI MRµYIRXMEP VSPIW
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FYMPHMRK EWWIXW XS WYTTSVX WXVEXIKMG MRMXMEXMZIW MRWXIEH SJ FVERH MQEKI GEQTEMKRW
8LI SFNIGXMZI MW XS VIJVEQI QEVOIXMRK EW WXVEXIKMG ERH EW E HVMZIV SJ XLI FYWMRIWW
WXVEXIK] MRWXIEH SJ FIMRK E XEGXMGEP QEREKIQIRX JYRGXMSR 8LI KSEP MW XS EZSMH
LEZMRK XLI '13 FI TSWMXMSRIH EW ERSXLIV JYRGXMSREP EVIE EHZSGEXI IZIV] WPSX
RIIHW QSVI VIWSYVGIW %RSXLIV VSYXI MW XS YWI LEVH RYQFIVW MR WLS[MRK XLI
VIPEXMSRWLMT FIX[IIR QEVOIXMRK ERH ´RERGMEP TIVJSVQERGI ;LIR '13 XIEQW
GER HIQSRWXVEXI ER 63- SV MXW EFWIRGI XLIMV WXEXYVI [MPP FI IRLERGIH ERH
XLIMV MQEKI SJ FIMRK WSJX ERH RSR EREP]XMGEP [MPP EX PIEWX FI VIHYGIH -R XLMW IVE
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QERGI MW RSX QIEWYVIH
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QEXI WSYVGI SJ MRµYIRGI 8LI ©GYWXSQIV MW XIPPMRK YW XLEX ª MW E TS[IVJYP ERH
LEVH XS VIJYXI EVKYQIRX ;LIR XLI '13 XIEQ LEW E FIXXIV KVEWT SJ XLI
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MRK XLI HMWGYWWMSRW GER TVSGIIH [MXLSYX XLI ©]SY HSRŹX YRHIVWXERH XLMW QEVOIXª
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MRTYXW EVI FEWIH SR XLI IQIVKIRGI SJ E RI[ WIKQIRX E RI[ ETTPMGEXMSR E W]W
XIQEXMG HMWWEXMWJEGXMSR [MXL XLI TVSHYGX SV E HIGPMRMRK FVERH XLI] [MPP FI LEVH
XS MKRSVI
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0IEHIVWLMT XIEQ¨EVI TS[IVJYP ZILMGPIW XS GVIEXI GSRWMWXIRG] ERH SV W]RIVK]
8LI MWWYI MW RSX [LIXLIV XS YWI XIEQW FYX LS[ XS QEOI XLIQ IJJIGXMZI *SVXY
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IJJIGXMZIP] 8LI TVSFPIQ MW XS XVERWPEXI XLEX ORS[PIHKI JSV XLI I\IGYXMZIW [LS
GLEVKI PIEH SV TEVXMGMTEXI MR XIEQW -X MW GPIEV XLEX XS WYGGIIH XLI XIEQ RIIHW XS
LEZI QIQFIVW [MXL KSSH KVSYT WOMPPW EW [IPP EW XLI VMKLX I\TIVXMWI PIEHIVW XLEX
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1EVOIXMRK MR E 7MPS ;SVPH 8LI 2I[ '13 'LEPPIRKI
GER HIEP [MXL QYPXMTPI GYPXYVIW ERH GPEVMX] SJ QMWWMSR 4 + [MXL E PSX SJ I\TIVM
IRGI MR GVSWW WMPS XIEQW IRKEKIW MR XLI ©VIPIRXPIWW TYVWYMX SJ GPEVMX]ª WS XLEX
XLIVI MW RS EQFMKYMX] EFSYX XLI XIEQ XEWO
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FEWIH SR XSTMGW WYGL EW GYWXSQIV KVSYTW QEVOIX XVIRHW GYWXSQIV I\TIVMIRGI
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MRK 2IWXPr JSV I\EQTPI LEW HIZIPSTIH MRJSVQEXMSR RIX[SVOW EVSYRH KPSFEP
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XLI ,MWTERMG QEVOIX ERH QSQW ERH OMHW 8LI RIX[SVO QIQFIVW EVI QSXMZEXIH
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