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TECH BUYER Jul 2019 - IDC Perspective - Doc # US45300719

The Effective Marketing Organization: Designing Teams for Agility and Customer Centricity

By: Kathleen SchaubProgram Vice President, CMO Advisory & Customer Experience, Warren LaneResearch Analyst

Table of Contents

Executive Snapshot

Figure: Executive Snapshot: The Effective Marketing Organization: Designing Teams for Agility and Customer Centricity

Situation Overview

The Need to Organize for Agility

The Starting Point for Marketing Organization Design Analysis

Functional Size — Do You Have Enough Marketing?

Orientation — How to Allocate Staff to Corporate, Business Unit, or Region?

Figure: Orientation Split by Sector

Grouping Staff Categories into Teams

Figure: Prototypical B2B Job Orientations

Determining CMO Responsibilities

Figure: Marketing Organization Structure Model 1: Decentralized Investment and Decentralized Staff

Figure: Marketing Organization Structure Model 2: Centralized Investment and Decentralized Staff

Figure: Marketing Organization Structure Model 3: Centralized Investment and Centralized Staff

Case Studies of Six Marketing Organizations

Case Study 1: Software Vendor with $200 Million in Revenue

Figure: Marketing Organizational Chart: Software Vendor with $200 Million in Revenue

Observations

Guidance for the CMO of a Company Like This

Case Study 2: Software Vendor with $1 Billion in Revenue

Figure: Marketing Organizational Chart: Software Vendor with $1 Billion in Revenue

Observations

Guidance for the CMO of a Company Like This

Case Study 3: Software Vendor with $9 Billion in Revenue

Figure: Marketing Organizational Chart: Software Vendor with $9 Billion in Revenue

Observations

Guidance for the CMO of a Company Like This

Case Study 4: Hardware Vendor with $5 Billion in Revenue

Figure: Marketing Organizational Chart: Hardware Vendor with $5 Billion in Revenue

Observations

Guidance for the CMO of a Company Like This

Case Study 5: Services Vendor with $100 Million in Revenue

Figure: Marketing Organizational Chart: Services Vendor with $100 Million in Revenue

Observations

Guidance for the CMO of a Company Like This

Case Study 6: Services Vendor with $9 Billion in Revenue

Figure: Marketing Organizational Chart: Services Vendor with $9 Billion in Revenue

Observations

Guidance for the CMO of a Company Like This

Advice for the Technology Marketer

Strengthen Supporting Job Functions

Add Senior Leaders with Strategic Capability to Lead Integrated Teams

Build Up Marketing Operations

Enable Collaboration

Mobilize and Mix Up Talent

Put Customers in the Center of Work

Rethink Partner and Field Marketing

Rethink Partner and Field Marketing

Learn More

Related Research

Synopsis

Content


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