ABSTRACT
In a compelling piece entitled, "We're all marketers now," a team at McKinsey and Company provided some insight into this important question: "[Customers] don't separate marketing from their in-store or online experience-it is the experience. In the era of engagement, marketing is the company .... Companies of all stripes must not only recognize that everyone is responsible for marketing but also impose accountability by establishing a new set of relationships between the function and the rest of the organization .... As that transformation happens, the marketing organization will look different: there will be a greater distribution of existing marketing tasks to other functions; more councils and informal alliances that coordinate marketing activities across the company; deeper partnerships with external vendors, customers, and perhaps even competitors; and a bigger role for data-driven customer insights .... CMOs and their C-suite colleagues must collaborate intensively to adapt their organizations to the way customers now behave and, in the process, redefine the traditional marketing organization. "1
