A Marketing Center of Excellence (MCOE) provides significant value—not just for reducing the risk of a “black swan fail,” but also for enabling innovation, effectiveness, and efficiency—from its enablement of a holistic, cross-disciplinary approach to marketing in the enterprise. In this article, we'll look at the HP TouchPad "fail," and see how a MCOE provides a useful framework for reducing the risk of those failures.
The HP TouchPad was launched July 1, 2011, and was discontinued August 18, 2011. The Marketing Center of Excellence (MCOE) may provide a framework for understanding (and preventing) the sorts of “black swan” marketing failure that HP experienced with its TouchPad launch. I think the key value provided by a MCOE for reducing the risk of a “black swan fail” is its enablement of a holistic, cross-disciplinary approach to marketing at enterprise level.
Leslie Ament, SVP at Hypatia Research Group, asked a great question that points towards the complexity underlying the situation, and the potential value of a MCOE: “Is this a failure of 1) product features, 2) timing of launch, 3) targeting of market segment and/or 4) demand generation, branding, and execution of campaigns?” In the framework of a MCOE, the operator here would be an “and,” rather than an “or.”
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