We’re All Development Officers Now!

 A post by James V. Toscano A much emailed and referenced article from McKinsey Quarterly by Tom French, Laura LaBerge and Paul McGill, “We’re all marketers now,” stresses the need for commitment from everyone in an organization to fully engage customers. The authors advocate a total organizational approach to marketing. Quoting the article: “…customers no longer separate marketing from the product—it is the product…In the era of engagement, marketing is the company.”