This IDC Insight from IDC's CMO Advisory Service examines current trends in the design and structure of marketing organizations within the IT vendor community. IDC has undertaken this new research because we observe that a vast majority of tech CMOs and their senior teams are taking various measures to redesign their organizations to include a necessary new set of marketing "motions."
There are several new competencies that most CMOs are striving for today: a greater degree of data-driven customer-centric marketing, greater content marketing proficiency, pervasive digital and social engagement, more robust intelligence and analytics, sales enablement and alignment, and new competencies for loyalty and advocacy marketing.
This document includes many examples of current-state marketing organization design and IDC insights as to the effectiveness and limitations of current structures. From that starting point, IDC then provides guidance and insights on how to fold in the five new marketing competencies of today's modern marketing organization.