Marketing as a Silo-Breaker: How to Turn Organizational Constraints into Opportunities for Strategic Influence
Journal
NIM Marketing Intelligence Review
ISSN
2627-4841
Type
journal article
Date Issued
2025-10-28
Author(s)
Abstract
Marketing textbooks often portray the chief marketer as the master of the 4 Ps (product, price, place and promotion), controlling all levers of the marketing mix. However, recent research suggests that few companies give marketing a Growth Champion role with line authority over virtually all marketing decisions. For most of today’s organizations, marketing’s role is narrower, focusing primarily on communications (as MarCom Leaders) or even just providing support to other functions (Service Providers). This raises a critical question: How can marketing drive growth and champion the consumer when it doesn’t control all 4 Ps?
Using insights from in-depth interviews with 16 senior marketing executives from consumer goods and electronics companies , we take a closer look at this challenge and identify four key themes that show how marketers can excel when direct authority is limited. Together, these insights provide a playbook for turning organizational constraints into opportunities for strategic influence, cross-functional partnership and real business impact.
Using insights from in-depth interviews with 16 senior marketing executives from consumer goods and electronics companies , we take a closer look at this challenge and identify four key themes that show how marketers can excel when direct authority is limited. Together, these insights provide a playbook for turning organizational constraints into opportunities for strategic influence, cross-functional partnership and real business impact.
Language
English
Refereed
no
Volume
17
Number
2
Subject(s)
Division(s)