Spanning Silos: The New CMO Imperative



Powerful product, country and functional silos are jeopardizing companies’ marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the marketplace and fail to leverage scale economies and successes, all of which can threaten a company’s survival. As David Aaker shows in Spanning Silos, the unfettered decentralization that produces silos is no longer feasible in today’s marketplace. It’s up to chief marketing officers to break down silo walls to foster cooperation and synergy.

In this age of dynamic markets, new media and globalization, getting the different parts of your organization to collaborate is more critical (and more difficult) than ever. This book gives you the road map you need to accomplish that feat.

“Spanning Silos: The New CMO Imperative” is available at Amazon, Barnes & Noble, or wherever books are sold.


  • Strengthen your credibility with silo teams and your CEO
  • Use cross-functional teams and other strategic-linking devices
  • Foster communication across silos
  • Select the right CMO role from facilitator to strategic captain
  • Develop common-planning processes
  • Adapt your brand strategy to silo units
  • Allocate marketing dollars strategically across silos
  • Develop silo-spanning marketing programs

About the Author

David Aaker is the author of over one hundred articles and 18 books on marketing, business strategy and branding that have sold over one million copies. A recognized authority on branding, he has developed concepts and methods on brand building that are used by organizations around the world.


Want to interview Dave or feature him on your next podcast? Please connect with us or David Aaker directly.

David Aaker and Prophet can help your business span silos and maximize the success of your marketing efforts – contact us.