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


This IDC Perspective studies the primary factors CMOs consider when designing organizations today, including six case studies analyzing decisions made by CMOs in companies with differing sizes and business models. Agility, speed, and customer responsiveness require rethinking the way that marketing organizations work. IDC finds that across our broad purview of technology vendor companies, that nearly every chief marketing officer (CMO) is working on his/her organizational structure.

"Today's marketing needs integrated cross-functional teams with fresh practices that serve modern workers. It's exciting to see CMOs explore alternatives for reaching these outcomes," says Kathleen Schaub, vice president, CMO Advisory. "Marketing's functional importance continues to expand as a result of the digital transformation. Companies must support CMOs as they evolve these new structures."



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