Kellogg School of Management

Building the next-generation marketing organization

kellogg-school-lgPractice area:  Leadership Development

The Kellogg School of Management program for Chief Marketing Officers is the first offered by a major business school to focus on the specific needs of newly appointed CMOs and candidates for the CMO position. It is a four-day program, with 24 senior marketers from leading companies like FedEx, SAP, Cisco, and Hyatt. In addition to Jim Stengel, the faculty includes other top academics and industry marketing leaders. The program is led by Kellogg Professor Gregory Carpenter and Clinical Associate Professor Eric Leininger.

Objective

To help CMOs more effectively lead the design and delivery of a winning, future-oriented marketing organization.

Process

We created a leadership workshop—“Building the Next-generation Marketing Organization”—inspired by our organizational development work at companies such as P&G, Luxottica, Estee Lauder, Visa, and Toyota. The interactive session guided the participants through our Ideals-inspired Organization Framework, which they could personalize and immediately apply to their situation.

Outcome

Our leadership session was highly rated by participants. Each participant came away with:

  • A personalized case for change
  • An Ideals-inspired Organization Framework with an action plan