GE: Transforming Marketing Within a B-to-B Company
There is a renaissance going on at General Electric as CEO Jeff Immelt has put a priority on driving organic growth. A key element in GE's growth process is the transformation and upgrading of marketing at the company. Mr. Immelt has said, "Before we launched this growth initiative, marketing was the place where wash-up salespeople went. We're talking about marketing as an aligned function again." A key piece in the GE growth tool kit is the CECOR Marketing Framework - it connects innovation and other growth efforts with market opportunities and customer needs by asking questions to calibrate, explore, create, organize, and realize strategic growth.
Speaker: Jacqueline Woods, Chief Segmentation Leader & GTM Strategist, General Electric Company
Source
"GE Growth: "A Customer Centric Approach'." Jacqueline Woods, Chief Segmentation Leader & GTM Strategist, General Electric Company. ANA Business-to-Business Conference, 03/27/08.