42 Kellogg Insight The basic, minimum level of understand - ing of how to use data analytics has risen, and continues to rise. For virtually any marketing manager, it’s foundational to your daily job. For the CMO, proficiency in the use of data analytics is imperative. I see companies continuing to retrofit and adapt and incrementally change conven - tional marketing organizations—but ulti - mately what is required is a restructuring of the marketing organization, which is a wrenching transformation. The conven - tional marketing organization is an arti - fact of a prior era. LEININGER: What does that restructuring look like? O’TOOLE: If you really strip it down, the core elements include data, content, and platforms. Content includes what was previously called “advertising” or, spe - cifically, “creative.” Platforms include what was previously called “media.” Foundational to it all are data and data analytics. That’s rudimentary, and cer - tainly not the whole framework, but I think it’s a rough start. The conventional marketing functional The conventional marketing organization is an artifact of a prior era. TOM O’TOOLE Based on insights from Tom O ’ Too le and Eric Leininger