Nils Andersson Wimby wrote an article for Econsultancy titled The three horsemen of the marketing apocalypse: tech FOMO, a diminishing mandate & short-termism.
« If there is no conductor, each member of the orchestra will just start playing louder and louder. Even the best violinist in the world has difficulty finding his or her role in an orchestra without sheet music or a conductors’ guidance.
And even if it was possible for that violinist to learn in detail the relative roles of every instrument in the libretto, that would just be inefficient: The main idea of having a conductor is to not have to make all 90 musicians learn the overall picture in detail, but allow them to become specialists. And at the same time to allow the conductor to focus solely on conducting, being able to control every section of the orchestra and to make them work together to create beautiful music. »
« As different disciplines within marketing are playing their individual tunes, we risk missing out on synergies. Also, if there is no conductor with an overview of all elements, people risk trying to impose learnings and models relevant to one discipline to others, even though they do not apply there… While new digital KPIs and A/B testing can be relevant for tactical comms, it may be all wrong when it comes to branding. »
« Marketing is traditionally a discipline encompassing all activities that generate money for a company. As outlined by Mark Ritson et al there is a great importance in diagnosing your market, setting a strategy, and then executing that strategy across Product development, Pricing, Promotion (comms) and Place (distribution). With a helicopter view across all these elements, you can see how they interact, make informed trade-offs between different initiatives, and work long term. »
« As summarized in the the very pertinently titled article Why CMOs are only lasting as long as Spinal Tap drummers: “First, finance officers took away pricing. Then, strategy officers who took away market analysis and strategic planning. Product officers took away product. Operations and logistics officers took away distribution. Sales officers took away sales.” »
« It probably comes down to a clear division of labor: As the complexity of the marketing game increases, each player needs to understand the overall picture, understand what role their instrument plays in it, and at least have some rudimentary understanding of what roles others are playing. Get a bit humble. If you say; I am fully aware I only play one of many instruments, but this is how I think mine should be best played, that is so much more graceful than saying THIS IS THE TRUMPET LET’S PLAY MORE TRUMPET. »