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How We Should Think About Marketing. A New Model [Prezi]

by Charles Gold  |  
February 20, 2012

To say that marketing execution has changed dramatically over the last 10 years is about the grossest kind of understatement. Then why do all the models of the marketing function look about the same as they always have? I mean functional models: what we do, how we execute, and how the functions within the organization relate.

In thinking through my own organization (I'm a tech CMO), I've started building a different kind of functional model, in part because marketing is rapidly becoming the thing that sets winners apart from also-rans.

I tried to think about how much more interconnected and interdependent we now are: The product is the marketing; and our content is no longer just collateral, it's critical across all of marketing, and so on. I also tried to focus on how each of the things we do has changed (PR anyone?).

This short Prezi walks through the model I have in mind (best to view it in full-screen mode):


This approach has been rattling around in my head for some time, and it feels right to me, but it's time to sharpen it up. What do other marketers think?

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Charles Gold, a career software marketer, is CMO at Sonatype, an enterprise open source software vendor. He blogs about software marketing at You can find him on Twitter at @chasgold.

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  • by Lisa Thorell Wed Feb 22, 2012 via web

    Bravo! Love your prezified marketing molecule. And, yes, it illustrates immensely well the rapid changes in just 5 years...

    One addition i would make to your marketing molecule is platform choices: web,mobile, tablet -- as now critical marketing choices/options.

  • by Ken Hall Tue Mar 13, 2012 via web

    I like it. One additional thing I like to impress upon my students is that it's more important than ever to live up to the promises implicit in our positioning, because people are more than ever before ready, willing, and able to call us on our nonsense.

  • by Kathlyn M Wed Mar 21, 2012 via web

    Great presentation!!!!! Loved my creative juices flowing, it was easy to follow which kept my attention as well the colors!

  • by clavm Sat Oct 13, 2012 via web

    belatedly found this article - looking for some distributed marketing this. One question I have - does centralization or decentralization matter anymore? Most marketing departments are still (from what I can find) still highly centralized but the skills for all these capabiltiies can be widely distributed. Does it matter anymore that the whole marketing group sits together in one location?

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