There's content marketing, social media marketing, SEO marketing, digital marketing, print marketing, push marketing, pull marketing, paid media, earned media, owned media, and countless other variants, divisions, distinctions and silos for marketing. Channels as Spokes: There are print marketers, email marketers, social media marketers, search marketers - pretty much, any channel you can think of in which to market there are specialized marketers. Silos as Spokes: Silos happen because specific groups of people have specific skills to drive specific results, but the specificity itself naturally causes divisions. Measurable Objectives as Spokes: Just as silos and channels have specialized applications, specific objectives are spokes as well. Marketing is the Hub: At the center of it all is marketing to coordinate, interconnect, and enable all channels, silos and objectives to work together. In the face of increasing complexity in the markets and customers they serve, CMOs are struggling to keep pace with competing business demands, proliferating channels and partners, and a disconnect between the talent they have and the capabilities they need. Although large majorities of CMOs saw higher revenues (69%) and budgets (83%), four out of 10 senior marketers also saw flat or declining market share.
The solution, for a lot of brands and marketers, is to spend more money on digital marketing while not challenging company processes designed to weed out talented people.
If you have ever tried to apply for an open position at a company you want to work for you know that the online process to submit your resume is about as user friendly as an AOL website with a dial up modem.
3hree: Attend marketing planning meetings and open up the lines of communication between yourself, brand managers and market research.


6ix: Ensure that whoever you hire can work with others and win them over not people to steamroll thru departments.
Today it’s harder than ever to manage people but you can become a better manager simply by treating your employees as valuable people instead of numbers in a spreadsheet.
Marketing Quotes“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” ~ Peter F. Through the marketing round model, Dietrich and Livingston emphasize tearing down such silos by channeling departmental specialties into an overarching vision.
If awareness is an objective, for example, rallying PR, Social, and Advertising teams around that one objective can be key.
Marketing must tear down the silo mentalities, utilize all relevant channels, and focus all resources within the marketing round into the best objectives.
It takes some substantial change management, dedication, and serious buy-in across an organization to work, but as Dietrich and Livingston say in closing ?keep your eyes forward and never stop driving.
This is consistent with CMOs’ belief that it will be harder to obtain and keep new customers and sell more to existing ones.
If you understand the who, what and why or your customers you can design better digital marketing initiatives. In order to post comments, please make sure JavaScript and Cookies are enabled, and reload the page.


PR, communications, IT, advertising, business development, the executive suite - any department that can support marketing must be considered and connected as a part of the marketing round. For other objectives, different channels or different departments may also be effectively bundled together. Whether it's using social media to drive search rankings, or PR connections to promote content, marketing in the round means a completely holistic approach.
In the end, the true benefit of a round approach to marketing is that there is no real end to what you can do.
Through team work, collaboration, and even with support from an empowered community, marketing in the round can turn out real, revolutionary results?
For the wheels to turn, all spokes need to be aligned and that's exactly what this book is for.
The book itself really helps you put the rubber to the road, but to give you a few quick takeaways, below is the basic geometry of Marketing in the Round.



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