Revolutionizing marcom is a job for all of us. Only, unlike all those traditional institutions, nobody controls it. Anybody can participate in any of those roles. On the Internet, all communications are personal. If a site lacks that link, or if nobody responds to a mailing across that link, the site is virtually dead.
Markets are conversations, whether they consist of one person or ten million people.
Marcom needs to take advantage of this fact, both within the company, and between the company and the conversations that constitute its markets. Without groupware you get gropeware. In fact, your company will be no more effective than its collaborative platform. Now they're good for a lot more than money. There is no strength in isolation .