KEY INITIATIVE Marketing Organization and
Description: 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
Related Topics
Download Presentation
"KEY INITIATIVE Marketing Organization and" is the property of its rightful owner. Permission is granted to download and print the materials on this website for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Presentation Transcript
slide1. KEY INITIATIVE Marketing Organization and Operations<br>
slide2. 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.<br>
slide3. 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.<br>
slide4. Questions Your Peers Are Asking Topics<br>
slide5. 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 partner(s) with insights from Gartner’s Magic Quadrant for Global Digital Marketing Agencies.
Review your capabilities, priorities and vision by comparing it with Gartner’s Marketing Maturity Model to Build Digital Marketing Muscle.
Pressure Test your plans for restructuring using with this best-practice toolkit to identify and propose a new marketing organization structure. Execute and Drive Change
Maximize your impact by discussing career development with our Ignition Guide to Design Marketing Career Paths.
Socialize your transition plan using a proven one-page framework to set C-suite expectations for key milestones.
Report progress on your goals and achievements in a way that proves the value of marketing to the enterprise. Capabilities Support Each Stage of Your Initiatives Diagnose Current State
Discover marketing leaders’ strategic priorities, most significant challenges and key opportunities to help steer your organization based on results from the 2018-2019 CMO Spend Survey.
Assess your organization structure based on successful team transformations and insights that will help you plan and implement change while minimizing risk.
Evaluate the state of your marketing function across core objectives and activities by taking the Marketing Maturity Diagnostic.<br>
slide6. Gartner Support Organized Against Your Timeline<br>
slide7. Comprehensive Support Across Marketing Advertising
Advertising Channels and Formats
Advertising Strategy
Programmatic Advertising Demand Generation and Sales Enablement
Account-Based Marketing
Lead Management
Sales Partnership and Sales Support Marketing Technology & Emerging Trends
Critical Capabilities and Best Practices
Emerging Trends
Vendor Landscape and Selection B2B Buyer Insights
Enterprise Customer Insights and Trends
Small Business Insights and Trends CMO Strategy and Innovation
Marketing Strategy and Development
Creating and Managing Disruption
Marketing and Business Innovation Acceleration
Marketing Leadership and Organizational Effectiveness
Marketing and Business Innovation Acceleration Digital Commerce
Digital Commerce Performance Optimization
Benchmark Your Amazon Performance
Digital Commerce Strategy Multichannel Marketing
Multichannel Marketing Best Practices
Multichannel Marketing Strategies
Multichannel Marketing Critical Capabilities Consumers and Culture
Consumer Communication Channels and Buying Platforms
Cultural and Societal Shifts
Your Future Consumer Branding and Value Proposition
Brand Architecture
Brand Investment, Measurement and Gov
Brand Positioning, Values and Messaging Content Marketing
Content Marketing Best Practices
Content Marketing Strategy
Content Marketing Operations Digital Performance Benchmarks
28 industry sectors Customer Experience Design and Execution
Customer Needs, Expectations and Perceptions
CX Processes and Methodologies
CX Project Planning, Prioritization and Execution Marketing Data and Analytics
Customer Insight and Analytics
Marketing Measurement
Data Management and Analytics Technology Marketing Organization and Operations
Marketing Budget and Resource Management
Marketing Structure, Talent and Training
Marketing Operations
Agency and Service Provider Management Social Marketing
Social Marketing Strategy
Social Marketing Management, Measurement and Optimization
Social Marketing Technology, Agencies and Vendors Mobile Marketing
Mobile Marketing Strategy
Mobile’s Role in Multichannel Marketing
Mobile Marketing Technology, Agency and Vendor Management Customer Experience Leadership and Management
Customer-Centric Culture
CX Measurement and Business Benefit
CX Strategy, Organization and Governance Market Insight and Analytics Management
Insight and Analytics Talent and Processes
Internal Influence
Insight and Analytics Measurement and Business Impact Search Strategy and Execution
Search Performance Benchmarks
Search Strategy
Search Management, Measurement and Optimization
Search Vendor Selection<br>
slide2. 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.<br>
slide3. 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.<br>
slide4. Questions Your Peers Are Asking Topics<br>
slide5. 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 partner(s) with insights from Gartner’s Magic Quadrant for Global Digital Marketing Agencies.
Review your capabilities, priorities and vision by comparing it with Gartner’s Marketing Maturity Model to Build Digital Marketing Muscle.
Pressure Test your plans for restructuring using with this best-practice toolkit to identify and propose a new marketing organization structure. Execute and Drive Change
Maximize your impact by discussing career development with our Ignition Guide to Design Marketing Career Paths.
Socialize your transition plan using a proven one-page framework to set C-suite expectations for key milestones.
Report progress on your goals and achievements in a way that proves the value of marketing to the enterprise. Capabilities Support Each Stage of Your Initiatives Diagnose Current State
Discover marketing leaders’ strategic priorities, most significant challenges and key opportunities to help steer your organization based on results from the 2018-2019 CMO Spend Survey.
Assess your organization structure based on successful team transformations and insights that will help you plan and implement change while minimizing risk.
Evaluate the state of your marketing function across core objectives and activities by taking the Marketing Maturity Diagnostic.<br>
slide6. Gartner Support Organized Against Your Timeline<br>
slide7. Comprehensive Support Across Marketing Advertising
Advertising Channels and Formats
Advertising Strategy
Programmatic Advertising Demand Generation and Sales Enablement
Account-Based Marketing
Lead Management
Sales Partnership and Sales Support Marketing Technology & Emerging Trends
Critical Capabilities and Best Practices
Emerging Trends
Vendor Landscape and Selection B2B Buyer Insights
Enterprise Customer Insights and Trends
Small Business Insights and Trends CMO Strategy and Innovation
Marketing Strategy and Development
Creating and Managing Disruption
Marketing and Business Innovation Acceleration
Marketing Leadership and Organizational Effectiveness
Marketing and Business Innovation Acceleration Digital Commerce
Digital Commerce Performance Optimization
Benchmark Your Amazon Performance
Digital Commerce Strategy Multichannel Marketing
Multichannel Marketing Best Practices
Multichannel Marketing Strategies
Multichannel Marketing Critical Capabilities Consumers and Culture
Consumer Communication Channels and Buying Platforms
Cultural and Societal Shifts
Your Future Consumer Branding and Value Proposition
Brand Architecture
Brand Investment, Measurement and Gov
Brand Positioning, Values and Messaging Content Marketing
Content Marketing Best Practices
Content Marketing Strategy
Content Marketing Operations Digital Performance Benchmarks
28 industry sectors Customer Experience Design and Execution
Customer Needs, Expectations and Perceptions
CX Processes and Methodologies
CX Project Planning, Prioritization and Execution Marketing Data and Analytics
Customer Insight and Analytics
Marketing Measurement
Data Management and Analytics Technology Marketing Organization and Operations
Marketing Budget and Resource Management
Marketing Structure, Talent and Training
Marketing Operations
Agency and Service Provider Management Social Marketing
Social Marketing Strategy
Social Marketing Management, Measurement and Optimization
Social Marketing Technology, Agencies and Vendors Mobile Marketing
Mobile Marketing Strategy
Mobile’s Role in Multichannel Marketing
Mobile Marketing Technology, Agency and Vendor Management Customer Experience Leadership and Management
Customer-Centric Culture
CX Measurement and Business Benefit
CX Strategy, Organization and Governance Market Insight and Analytics Management
Insight and Analytics Talent and Processes
Internal Influence
Insight and Analytics Measurement and Business Impact Search Strategy and Execution
Search Performance Benchmarks
Search Strategy
Search Management, Measurement and Optimization
Search Vendor Selection<br>