Articles on Organizational Design:

From Silos to Synergy [PDF]
By David Aaker

The existence of functional silos is a serious challenge for CMOs. This article, based on David Aaker's latest book, "Spanning Silos: The New CMO Imperative," discusses ways to combat silos to advance marketing and develop stronger offerings and brands. (The Advertiser, October 18. 2008)

Countering the Innovation Backlash [PDF]
By Kevin O'Donnell

Kevin O’Donnell believes innovation’s role as a driver of organic growth and a differentiator that adds substantially to a brand’s value remains as critical as ever.  In his inaugural column in the newly relaunched Marketing News, a publication of the American Marketing Association, O’Donnell spells out one solution:  Creation of innovation “systems” that foster actionable creativity. (Marketing News, September 1, 2007)

Only The Strongest CMOs Will Survive [PDF]
By Scott Davis

In this article, Scott discusses the challenges being faced by Senior Marketers and four key mandates they should address on the path toward becoming empowered CMOs. (Advertising Age, January 2007)

Power Switch [PDF]
By Michael Dunn

In many of today's leading organizations, marketing is front and center in driving solid business performance - based on a heightened understanding of and responsiveness to the customer.  Leading the charge are empowered chief marketing officers, who have developed a more expansive influence, range of responsibilities, and view of marketing's capabilities in the broader business scheme. (Marketing Management, September/October 2006)

CEOs, Expand Your Definition of "CMO" [PDF]
By Scott Davis

A recent survey of marketing executives found only 30% want to be a chief marketing officer. Small wonder, then, that CMO longevity is what it is: exceedingly short. How to make the CMO's job more attractive and, perhaps, stretch the tenure out? Read on. (Point, September 2006)

Align Management as Basis for Change [PDF]
By Scott Davis

It is important to create a brand-centric culture that's open to and encourages change, where management is aligned on everyone's role in fostering that environment, and where the basis for moving forward is a shared vision of and commitment to the best of what the brand stands for. (Point, May 2006)

The Best of Both Worlds [PDF]
By Mike Leiser

CMOs need to leverage corporate and business-unit capabilities to reinvent the marketing function. (CMO Magazine, November 2005)

Innovation: Moving Marketing's Capabilities, Insights Front and Center [PDF]
By Scott Davis

There is a growing need for businesses, and particularly their marketing leadership, to look differently at what constitutes innovation, and create a culture that fosters and rewards it. (Point, September 2005)

Marketing: The new critical capability in M&A [PDF]
By Kevin O'Donnell

Today's red-hot market for mergers and acquisitions spells huge opportunities - and challenges for marketing leaders and their teams. Three principles are discussed to ensure a successful transaction. (CMOMagazine.com, May 2005)

Corporate and BU Marketers: End division and learn to conquer [PDF]
By Scott Davis

Corporate and business unit marketers must recognize their differences and their common ground, and work together to maximize business success. (Point, May 2005)

David Aaker's Perspective on the Future of Marketing [PDF]
By David Aaker

In a growing number of businesses, marketing will have more of a strategic role. (The Marketer, January 2005)

Creating the Brand-Driven Business: A Roadmap for the CEO [PDF]
By Michael Dunn and Scott Davis

A point of view on the role CEO's play in creating brand-driven businesses and a toolkit to guide their efforts - reprint of Handbook of Business Strategy 2004 (Thexis, January 2005)

The Missing Link [PDF]
By Scott Davis

Creating a connection between marketing and tangible business benefits is job one for the CMO. This article outlines several specific business benefits in which marketing can play a larger supporting role. (CMO Magazine, December 2004)

UBS: Brand Building in a Global Market [PDF]
By Jestyn Thirkell-White

A case study on the change in brand strategy and brand management apporach at UBS (Admap, July 2004)