Venture Marketing Organizations（一）.pdfVIP

Venture Marketing Organizations Winning the Race for New Market Opportunities McKinsey Marketing Practice Overview Many traditional marketers are frustrated by their inability to respond quickly to today’s increasingly multifaceted marketing opportunities. Their attempts have led to organizations pursuing too many opportunities simultaneously with little prioritization and too few resources. An increasing number of winning organizations are addressing the new economy challenge by applying a venture capitalist approach to marketing organizations. These Venture Marketing Organizations (VMOs) are distinctive in their ability to: Create fluid organizations that can mobilize quickly into opportunity teams Drive fast decision making from the top yet make opportunity identification everyone’s job Focus resources on highest-payback opportunities by quickly pruning losers Hire people into roles, not jobs Most marketing organizations recognize the need to move faster to capture the multiplicity of new opportunities in today’s marketplace. However, relatively few companies have a proven approach for moving faster effectively. Many have responded by empowering their organizations to rush to cap- ture these opportunities, only to find this “let a thousand flowers bloom” approach unleashes too few resources chasing too many ideas. Inevitably, the result is poor execution and the senior marketing managers remain frustrated at the profit impact from new opportunities.