11/20/2009 03:14:11 AM 
(1) 
(1) However, it also appears something more fundamental might be happening to the marketing function.
"In our case, the people running the businesses could no longer principally be marketers; they needed to become general managers. And the functional executives had to move to being functional leaders, capability builders, managers of careers, and sharers of best practices. Not everybody was able to make that transition."
Irene Rosenfeld- CEO-Kraft-Interview with Strategy and Business- August 27th-2009
If marketers are destined to become general managers, how much time will they be able to devote to communication?
Posted by Ed Cotton
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Another question; as marketers transition to a larger role how will they view communications? Marketers must be the ones that champion the technology change within organizations. This means creating new digital products, communications and platforms to differentiate and connect. Sometimes these digital assets have as much, if not more, value as anything tangible. As the good marketers grasp these opportunities with an entrepreneurial spirit, and the pie of possibility becomes bigger, will traditional communications just serve as support to these new systems of engagement? More questions: As marketers and agencies innovate and evolve at the same time, are we doing so in sync? Will marketers look to larger agencies to help with this change, or will they look to smaller specialist shops that are already where they want to be? If they go small and diverse who will own the strategy and with whom will it be developed? The strategy questions are the ones I find myself asking the most.