This will be the first of a long list of post dedicated to discussing how we should redesign the traditional marketing department. It’s no secret that CMO’s are dropping like flies from many organizations, frankly because the old proven tactics are just simply not as effective anymore. Companies are crying for new blood in marketing, but it’s right under their noses. Management says “we need more accountability for our marketing dollars, we need to embrace more robust analytics, we need to be more nimble, and we need to relate to the new consumer”.

Consider this, not so long ago the interactive group was not so popular. They have had to fight for every dollar, they have embraced technology, and have been doing a lot more with less. They have grown past “telling and selling” and have learned how to have “marketing conversations” with your customers. We all know message integration is key, and every one in your marketing department should leverage these new channels. Putting an old school marketer in charge of interactive is like giving a toddler the keys to your car either useless or dangerous, while giving a great email marketer direct mail is child’s play. Consider where your next CMO should come from.