64478f04__Marketing_Function___FT_Press__Comments
[Supply Side] Technical expertise to manage process [Demand Side] Organization and culture change to manage process [Comments] 
Supply-chain operations solved the organizational barriers to integrated process years ago. Marketing organizations still operate in silos and demonstrate a process that's resistant to culture, and they must overcome this barrier.
Improve Your Marketing to Grow Your Business | Information Technology Will Reinvent the Marketing Function | FT Press