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After Congress enacted the Deficit Reduction Act of 2005, wiping 13 billion out of medical-imaging reimbursements virtually overnight, GE Healthcare had to explore new markets and offerings.
We didnt really know how to translate what we knew about customers into the next growth idea, Gentile admits.
The Instigator Marketing leaders need to think strategically and challenge the status quo, using their unique external vantage point to see what may not be apparent to others in the business.We now have hundreds of completed self-audits, giving CMOs and CEOs a benchmark against which to measure improvement.So if they want credibility, they have to deliver results.Let your customers know, because they want the best deal, after all.In another case the COE teamed with HR to analyze what kinds of talent competitors were hp wireless button driver windows 7 64 bit hiring globally and then predict what products they were most likely developing.We learned that four fundamental roles are needed to transform marketing into a strategic function: instigator, innovator, integrator, and implementer.
Cossery started an internal incubator fund that enlisted and sponsored a small skunkworks to scan the entire business landscape, as opposed to thinking only about a product or a P L silo, and come up with marketing ideas that were either not on the business.
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CEO Jeff Immelt issued a mandate that marketing should be a vital operating function across GE that spurred organic growth.The information can be conveniently delivered to customers smartphones or tablets.Marketers took their place alongside technologists and had a voice earlier in the process, to ensure that GEs offerings were differentiated and aimed at the right customer segments.Before the crisis, the division had reviewed many portfolios in aggregate, checking on business and industry health indicators monthly or even quarterly.We then roll up the scores to the eight capability areas.Indeed, GE Capital plans to continue the practice even after the economy rebounds.Its still nascent, and enthusiasm for it isnt unanimous, but hospital clients have begun asking for home solutions to prevent readmittance.For the first time, GE is treating marketing as a critical functionone for all seasons.Marketing is uniquely positioned to do this, but when we began, the team was nowhere near being capable of that role.
How GE Is Disrupting Itself, HBR October 2009.