Article at a glance:

Profiting from Proliferation

• Marketers are struggling to keep up with an explosion of new customer segments, sales and service channels, media, marketing approaches, products, and brands.
• Many have responded to fragmenting opportunities by bolting on new brands, channels, and marketing programs, but doing so increases costs and complexity while reducing organizational agility.
• To deal with proliferation companies must instead become more sophisticated at prioritizing opportunities and allocating resources while increasing the consistency and coordination of their marketing execution.
• The need for profound changes in marketing strategy and execution also calls for new roles, responsibilities, processes, and capabilities inside the marketing organization.