Marketing Reengineering (without Fandango) [2 of 2]

When should an organization apply reengineering concepts to its marketing department?


A well-integrated organization finds marketing considerations integrated throughout the fabric of said organization. In the case of the intermediary Fandango, a COO would necessarily have seen reports before bringing in such a service provider (Fandango, 2011). Apparently, there were not enough questions before green lighting the project.

What would it take to have the gift card redeemed (in whole or in part) at the movie window? What are all the various disclaimers that need communicating, and how does the intermediary plan to accomplish this task effectively (and why should it matter whether its 3D or not, if the price is elevated by such a distinction anyway; paying for a ticket one-way or the other is still paying)?

In this instance, one may presume that the movie theater justifiably saw wisdom in integrating this alternative service. A service like Fandango makes sense on paper. Indeed, it makes sense still, if they can iron out their various challenges (including hiding behind the movie theaters, making their own phone numbers available for customer service).

The movie theater COO and his/her staff have not done the necessary maintenance (thorough follow through) on this decision (whether they employed any of the standard decision-making models to begin with is questioned (Golub, 1997)(Weitz & Wensley, 2002)). There is a very real possibility, again, of either taking the service back in house, ensuring that the service provider gets its act together or seeking out another service provider. However, let us not forget Fandango itself. In order to ensure its own survival proactively, where are its own internal checks? Should this intermediary dry up and disappear, it is not for lack of the value of the service but its on sloppy execution.



Who in an organization is best placed to drive the change? What leadership characteristics must the person have to win internal support for reengineering?

The Kotler & Keller text A Framework for Marketing Management thoroughly deconstructs this larger conversation completely. What they do not quite address is who drives such changes. Ultimately, every organization has its own DNA. Usually only so many people can actuate difference-making decisions. To these individuals go such responsibilities (usually backed up by reports … by “reports “).

What is also true, knowing an organization's DNA, a meta-communication may need to precede whatever the communication may be; i.e., most anyone might have a meaningful contribution, but knowing how to put such together, for what audience, as well as how best to get such in front of said audience can become a study in its own right.



Concluding thoughts

To the latter consideration, who in an organization is best placed to drive the change, one has to wonder why such an individual needs to be of the organization at all? This document will eventually find its way to this writer's blog, with the (vague) possibility of finding itself in the hands of the presumed COO, or even someone at Fandango. Like a consultant, such a possibility comes from outside the organization (yet follows the same considerations as the "most anyone might have a meaningful contribution" version). Indeed, many organizations are already looking to advantage this very dynamic (see Wikinomics, (Tapscott & Williams, 2006)).

As for movie going, it is fervently hoped that Fandango get its act together … or disappear.



References

Fandango. (2011). corporate website (service provider). Retrieved from Fandango: http://www.fandango.com/

Golub, A. L. (1997). Decision analysis: an integrated approach. Somerset, New Jersey: John Wiley & Sons Inc..

Kotler , P., & Keller, K. L. (2009). A Framework for Marketing Management, Managing Marketing in a Global Economy (4th ed.). Upper Saddle River, NJ: Prentice Hall .

Tapscott, D., & Williams, A. D. (2006). Wikinomics: How Mass Collaboration Changes Everything. New York, NY: Penguin Group.

Weitz, B. A., & Wensley, R. (2002). Handbook of Marketing. Thousand Oaks, CA 91320: Sage Publications Ltd.