How to Redesign Your Org Chart for the Modern Era Infographic Text Alternative

Marketing team structures are under siege from the impact of new technologies. But while marketers know their organisations need an overhaul, many are struggling to formulate the new org chart.

• 4 in 5 marketers think marketing needs restructuring
• 1 in 3 marketers think the need is urgent!

“The defining challenge for marketing departments in the 21^st century is structural.” – Forbes

What is Driving This Change?

Key marketing functions are being created once and disseminated throughout the organization.

• Digital
• Social
• Data
• Technology

Meanwhile, companies are reorganizing around the customer.

Companies must present a unified customer experience across sales, marketing, and product.

Marketing teams need to be more agile, cross-functional, and focused on customer personas.

The Centralization of Marketing

Overwhelmingly, Marketing teams are morphing from decentralized to centralized models aligned with the organization’s structure.

A symbolic depiction of two org structures; One is a top-down structure showing one person at the top and people in vertical rows below. The other is people in a circle with one person in the middle.

Decentralized Model

A CMO at the top with everyone else organized in business units that include brand, insights, digital, and PR.

Partly Centralized Model

A CMO at the top with business unit heads, media buying, brand guidelines, and data reporting directly to them and each business unit including marketing strategy, marketing OPS, Insights, and Data.

Centralized Model

A CMO at the top with Digital, Product, Marketing Strategy, Data, Advertising, and PR reporting to them.

But no single model prevails

“There is no one-size marketing structure to suit all. There are increasingly variations on a theme.” - Darren Woolley

Infinite variations on the centralized model are emerging. And new specialties are being added, including content and creative services. However, they are often housed in silos reporting to the CMO.

Product-Focused Model

The CMO at the top with Product Marketing 1, 2, and 3, Creative Services, Media Buying, Brand, Digital, and PR reporting to them.

Channel-Focused Model

A CMO at the top with Media Buying, Partner Marketing, Brand, Store Marketing, Digital, E-Commerce, PR, Marketing OPS, Loyalty, Insight, and Data reporting to them.

Inbound Model

Described in this list:

• CMO
  • Demand Gen
    • Brand
• Product Marketing
  • Growth Hacking
  • Customer Marketing
• Brand
  • PR
  • Creative Services
• Content
  • Events
  • Creative Services

Customer-centric models are increasing in popularity

Org structure depicted here is described in this list:

• CMO
  • Segment 1
    • Acquisition
    • Customer
    • Insights
    • Path
  • Media Buying
  • Segment 2
    • Acquisition
    • Customer
    • Insights
    • Path
  • Brand
  • Segment 3
    • Acquisition
    • Customer
    • Insights
    • Path
  • Digital
  • Creative Services
  • PR

Hub-and-Spoke model emerges

The CMO is in the “hub” with the following “spokes”

• Product
• Marketing Strategy
• Marketing Tech
• Advertising
• PR
• Data
• Content
• Digital

Outside that circle are two others with Sub Brand at the center and Social (media), Marketing Strategy, and PR as the spokes.

CMOs are also facing competition for the role of chief innovator and customer advocated advocate from:

• Chief Digital Officers
• Chief Customer officers
• Growth Hackers

But marketers who adopt a hub-and-spoke model will be well-positioned to own customer experience, technology, and innovation, especially when the customer is at the center of the marketing.

Future Customer-Centric Model

A series of concentric circles with Insights at the center and then Content, Reach, Optimisation, Strategy, Management, and Leadership.

6 Steps to Restructuring Marketing

1. Analyze the market
2. Define the current process in detail
3. Assess the current process against business strategy + marketing goals
4. Design model that aligns new structure to business strategy
5. Map transition process
6. Communicate reasons for change to stakeholders

The Changing Structure of Marketing in the Age of Disruption by Laura Sinclair. Read our full report at www.simplehq.io.

Sources

• The Economist http://futureofmarketing.eiu.com/briefing/EIU_MARKETO_Marketer_WEB.pdf
• Forbes http://www.forbes.corn/sites/jennifer-rooney/2013/10/04/heres-what-the-marketing-organization of the future should look like/#14ecf033ecfc
• BCG http://media-publications.bcg.com/HTML5Interactives/agile_marketing/Agile_ Marketing_Org_Charts_review.html
• Darren Woolley, TrinityP3 http://info.simplehg.co/changing-structure-of-marketing-bg
• Hubspot http://www.slideshare.net/HubSpot/the-cmos-guide-to-marketing-org-structure
• Jenny Wilson, Deloitte http://info.simplehq.co/changing-structure-of-marketing-bg
• Marco Muellner, ClickZ https://www.clickz.corn/clickz/column/2393287/the-marketing team of the future