This IDC Perspective projects how the current marketing staffing trends will evolve to a future marketing organizational structure, discusses why this evolution is necessary, and provides guidance on how companies can best work toward a team-based future. To gain advantages inherent in the digital transformation, leaders must evolve their marketing organizations from 20th century–style functional silos to team-based structures that will capacitate an agile business.
"IDC's research finds that tech marketing organizations have already embarked on this transition to teams," says Kathleen Schaub, vice president of IDC's CMO Advisory and Customer Experience practices. "Leaders may call these new organizations tiger teams, circles, lateral organizations, networks, or squads. Whatever term is used, the objective is the same: Remodel the organization into a new structure that better serves today's empowered customers and attracts new workers who have fresh expectations."