Seth Godin has a great post about the new world of marketing and how organizations have to adopt to succeed in the Web 2.0 world (Or whatever you want to call it.)
"Organizations don’t fail because the Web and the New Marketing don’t work. They fail because the Web and the New Marketing work only when applied to the right organization. New Media makes a promise to the consumer. If the organization is unable to keep that promise, then it fails.
New Marketing—whipped cream and a cherry on top—isn’t magical. What’s magical is what happens when an organization uses the New Marketing to become something it didn’t used to be—it’s not just the marketing that’s transformed, but the entire organization. Just as technology propelled certain organizations through the Industrial Revolution, this new kind of marketing is driving the right organizations through the digital revolution.
You can become the right organization. You can align your organization from the bottom up to sync with New Marketing, and you can transform your organization into one that thrives on the new rules."
Too many organizations still apply the old rules and structures to their marketing approach. Seth points out that if Web 2.0 strategies and tactics don't work, you should have a long, hard look at your organization and not put the dunce cap on your Web 2.0 strategy.
If your company had the right structure and organization 10 years, chances are very good you have to adjust today. Or better yesterday.