Spanning Silos ─ The New CMO Imperative

Aaker (marketing strategy, U. of California at Berkeley) maintains that the reason why corporate CEOs only last a few years at their position is due to a lack of compatibility with marketing teams, or "silos," resulting in a failure to achieve common goals over long term strategies. The author presents a new strategy for CEOs by insisting that synergy in an organization can be attained through finding the right role and scope in an organization, gaining credibility, developing a common planning process and using teams to link these silos together. Each chapter outlines a specific challenge for the CEO and breaks down the organizational tasks into facilitation, consultation and fostering a spirit of direct partnership with the silos. Annotation c2009 Book News, Inc., Portland, OR (booknews.com)