Strategic Design | marketing & branding thoughts by Nick Rice

Dynamic marketing, branding & design strategies that span the gap between business & creative.


ANA/Booz Allen Hamilton Marketing Study part II

Here is how the study breaks down the different types of marketing departments:

1 | Marketing Masters (38% of respondents)
2 | Senior Counselors (17%)
3 | Service Providers (15%)
4 | Brand Builders (12%)
5 | Best Practice Advisors (9%)
6 | Growth Champions (9%)

1 | Marketing Masters “… enjoy the authority to coordinate with other major business functions. They do not, however, make strategic decisions and seldom lead new-business development.”

2 | Senior Counselors assist in guiding “… the CEO on marketing strategy and also serve as primary advisors on marketing strategy for individual businesses.” Rarely will these marketers lead product innovation initiatives, but they are responsible for leading major advertising and/or promotional campaigns.

3 | Service Providers are the coordinators of “… advertising, promotion and public relations at the request of the company’s brand and product teams.”

4 | Brand Builders provide “… marketing services like communications strategy, creative output and campaign execution of key brands, but their leadership role and decision rights on strategy and investment are all but negligible.”

5 | Best Practice Advisors work directly with “… individual business units to maximize marketing effectiveness and efficiency” by gathering and disseminating best practices within the company as it relates to advertising, promotion, and public relations.

6 | Growth Champions lead their company’s efforts in product innovation and in new business development. They also are heavily involved in decisions pertaining to new-market penetration and strategic investments. (btw, this is only category that truly drives revenue and profitablity - nothing says promotion and job security like top line growth!)

Which type do you work for? More importantly, what are you actively doing to move your department up the food chain by increasing the role you play in business development and NPD?

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