New paper from Forrester, covers the sad state of affairs of marketing departments. Peter Kim makes the point that Marketing Dept’s have been marginalised to promotion only, losing out on price, product and place (read channel) to other departments.

Forrester Research: Reinventing The Marketing Organization

EXECUTIVE SUMMARY
Length: 23 pagesToday’s marketing organizations are broken. Three out of four marketing departments have reorganized in the past two years. Almost 80% of marketers don’t influence a critical customer interaction like customer service, and 85% don’t even own the “four Ps” of marketing anymore. To regain effectiveness, marketers must transition to a Customer-Centric Marketing Organization.

Doing so requires:
1) redesigning P&Ls and metrics;
2) shifting culture away from marketing communications;
3) investing in a customer relationship infrastructure; and
4) rethinking agency relationships.

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