In case you haven’t seen it yet, Chris Kuenne wrote a terrific guest editorial in Ad Age a couple of weeks ago: Four Talent Categories You Need to Win in a Connected World.
This is one of the best articles I’ve read yet that focuses on how the structure of the marketing organization needs to — and is finally starting to — change. He makes an apt analogy comparing the old approach to football teams and the new, emerging approach as rugby teams. His point being that new marketing has much less of a “linear” flow than in the past, and marketing teams must have a more agile and collaborative deployment methodology.
Writes Chris, “It’s a major transition from the hub-of-the-wheel organization in which the brand or product manager is at the center to the Rubik’s Cube structure that requires all functions to be interlocked with one another as they rotate around a core — the brand — in perpetual pursuit of the winning platform.”
The four talent categories required for a successful marketing organization? According to Chris: