Marketing can´t manage every product

 

Today I have read this article: “The appointment of a chief digital officer is a bad idea“. It has been published on Marketing Week. Obviously it collects arguments for the fact that a chief digital officer is something the world doesn’t really need. The author @AshleyFriedlein ends with pretty polemically comparing this discussion to a discussion around the need of a “chief electricity officer” back in 1900.

Actually, this came at the moment where I anyway wanted to blog about a topic that is close to the same issue. What is the role of marketing? How should the interface between product management and marketing be defined?

During my last module @HECParis we also learnt about marketing. For many people marketing is simply the operational part (remember the four p´s: product, price, promotion & placement?). We got presented the strategic view on marketing. Marketing as a philosophy. “Marketing is too important to be left with the marketing department.” (David Packard). The idea of completely focusing all employees of a company on their customers. This is pretty close to Ashley´s article. Ashely suggests that hiring a chief digital officer might be a bad idea because all departments need to think “digital” anyway. With the same logic one could argue that it wouldn´t make sense to hire a chief marketing officer. Everyone in a company needs to think marketing anyway.

While I understand this argument, there is an insight I would like to share with my readers: products are becoming increasingly digital and therefore technology driven. Technology can address user needs in a way that has not been seen before. @HECParis we have been lectured about the so called “R&D push” that marketing should also incorporate in its thinking. One could say “today´s solutions to user needs have become too complex to be left to marketing people“.

At the end of the day, this whole discussion around C-Level titles might be misleading. Let´s be really open to new ways of managing companies but let´s not ignore the fact that digital changes business much more fundamentally than electricy might have ever done.

By Jörg Malang

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