• Forbes CMO Network, Thursday, March 18, 2010 10:44 AM

To be successful in the global marketplace, companies must build marketing organizations with the proper structure, mindset and operating behaviors in order to achieve a balance between local and global initiatives, writes Marc de Swaan Arons, the chairman of marketing consultancy EffectiveBrands. He identifies five drivers of global marketing effectiveness.

First, connect. Key local teams need to know and believe that their market's success drives the global team's work, he says. Second, inspire. Global brand leaders must identify a universal insight and ignite and nurture an internal passion for it. Third, focus. The new Coors Light global leadership team has developed a one-page document that outlines the brand vision, mission and strategy.

Fourth, organize by defining the operating model and roles of each marketing team early on and then enforcing the model and required behaviors. Finally, build. Speak one marketing language, build on successes and mistakes, and create a community of excellence where team members can share and find support and counsel.

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