The foremost challenge facing marketers today is "proliferation"-complexity brought on by the growing fragmentation of customer segments, the simultaneous demand for both high- and low-end products and services, the declining effectiveness of traditional media, and the sheer number of touchpoints that customers now demand. Proliferation reduces organization agility, increases costs, and impedes companies' ability to serve customers as they struggle to keep up with each new segment, channel, or communication investment opportunities. Successful companies embrace proliferation by becoming more sophisticated at prioritizing opportunities and allocating resources, increasing the consistency and coordination of marketing execution, and adapting commercial capabilities. Marketers are struggling to keep up with an explosion of new customer segments, sales and service channels, media, marketing approaches, products, and brands. Many have responded to fragmenting opportunities by bolting on new brands, channels, and marketing programs, but doing so increases costs and complexity while reducing organizational agility. To deal with proliferation companies must instead become more sophisticated at prioritizing opportunities and allocating resources while increasing the consistency and coordination of their marketing execution. The need for profound changes in marketing strategy and execution also calls for new roles, responsibilities, processes, and capabilities inside the marketing organization.