KEY INITIATIVE Marketing Organization and

Transcript:KEY INITIATIVE Marketing Organization and:
KEY INITIATIVE Marketing Organization and Operations Overview: Marketing Organization and Operations Top Challenges and How Gartner Can Help Marketing leaders tasked with delivering growth must be able to operationalize marketing strategic plans. The marketing organization and operations agenda will help marketing leaders address the following common client questions: How do I organize, build and develop a team for success? How do I evaluate, select and manage agencies and partners? How do I build and manage efficient marketing operations? How does marketing deliver measurable business impact? The Topics We Cover Include: Marketing Structure, Talent and Training: Define the structures, ways of working and processes that allow essential capabilities to scale across the span of the marketing organization. Agency and Service Provider Management: Understand and evaluate the marketing service provider landscape — from global agencies to midsize and independent firms. Marketing Budget and Resource Management: Build, manage and optimize marketing budgets and resources. Marketing Operations: Establish the scale, scope and function of marketing operations in modern marketing organizations. Reducing marketing complexity through defined operations capabilities Managing the right mix of in-house and agency talent to suit goals and needs Challenges with Marketing Organization and Operations Aligning team structure with marketing strategy 1 2 3 Structural decisions should address activities which have a strategic importance that exceeds current maturity. Marketing technology now automates formerly manual processes and democratizes once-specialized skills, like marketing analytics. This requires redefined roles and expertise from marketing team members. The wave of more customer-centric strategies requires reexamining decentralized or CX-aligned structures. Marketers spend the largest share of their budget (29%) on technology but only leverage 61% of their marketing technology stack’s capabilities. The explosion of independent marketing communication and distribution channels and rapid pace of change threaten marketing’s traditional approach to project management. Automation and personalization ambitions demand that marketers shore up data management and analytic capabilities across the organization. As marketers increasingly forego an agency of record in favor of a portfolio of partners, management activities and integration efforts increase. As marketers insource key capabilities, they must demand agencies provide higher quality work and bring fresh perspectives. In-house agencies require greater financial controls but only 28% currently use a chargeback model to help manage costs. Questions Your Peers Are Asking Topics Develop Your Plan Learn how to build and align your marketing operations with this report to define the roles and responsibilities of your team. Evaluate your agency