Chief Marketing Officers Discuss Organizational Change at Kellogg
The following article was originally sourced from the news piece “Chief Metamorphosis Officers” on Kellogg’s News & Events page.
Jim Stengel, former marketing head of Procter & Gamble, spoke at the Kellogg School of Management during the second annual Kellogg Chief Marketing Officer Program. In his address, he highlighted how organizational transformation is one of the most urgent considerations for chief marketing officers today and that 75 percent of CMOs are planning major organizational redesign. Throughout the program, speakers and attendees discussed the shifting role of the CMO and shared their insights on organizational change.
Organizational change can be challenging, but Sanjay Khosla, former EVP of Kraft Foods and Kellogg Senior Fellow, emphasized building brands with soul and the importance of executing against strategic plans.
“What do successful business strategy and a Lady Gaga concert have in common? Flawless execution,” Khosla said.
Professor Gregory Carpenter discussed his research on Harley Davidson’s transformation. The company’s market-focused resurgence from struggling also-ran to industry leader was accomplished developing a market-centric culture that fueled operational change but, more important, innovation and growth.
Professor Florian Zettelmeyer shared that in the era of big data, measurement can “create the illusion of insight.” According to Zettelmeyer, the smart approach starts with defining the value of the business problem you want to solve in order to determine what data matters.
While CMO program participants have already demonstrated tremendous talent and impact, they are poised for making their next big move.
“On the topic of self-development,” says Professor Eric Leininger, “how to let go of historical strengths in order to make a broader organizational impact is critical.”
Though the Kellogg Chief Marketing Officer Program is only in its second year, the response has been especially strong.
“We believe learning agility is a strong predictor of success, which is why this is a go-to program for us,” Clive Sirkin, Chief Marketing Officer at Kimberly Clark said.
Participants of the first session are currently undertaking meaningful action learning projects, receiving regular feedback from expert mentors. They will reconvene for the second session in late June.
About the Author
Max Pulcini
Max Pulcini is a Philadelphia-based writer and reporter. He has an affinity for Philly sports teams, Super Smash Bros. and cured meats and cheeses. Max has written for Philadelphia-based publications such as Spirit News, Philadelphia City Paper, and Billy Penn, as well as national news outlets like The Daily Beast.
