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The Effective Marketing Organization: Insights and Guidance for Optimal Design and Execution

IDC Opinion
In This Insight
Situation Overview
The Starting Point for Marketing Organization Design Analysis
Examples of Organization Charts by Vendor Size and Sector
Organizational and Budget Visibility: The CMO and the Office of the CMO
Centers of Excellence
Shared Services
Weaving In New Marketing Competencies
Organizational Considerations for Selected New Competencies
Future Outlook

The Effective Marketing Organization: Insights and Guidance for Optimal Design and Execution

This IDC Insight from IDC's CMO Advisory Service examines current trends in the design and structure of marketing organizations within the IT vendor community. IDC has undertaken this new research because we observe that a vast majority of tech CMOs and their senior teams are taking various measures to redesign their organizations to include a necessary new set of marketing "motions." There are several new competencies that most CMOs are striving for today: a greater degree of data-driven customer-centric marketing, greater content marketing proficiency, pervasive digital and social engagement, more robust intelligence and analytics, sales enablement and alignment, and new competencies for loyalty and advocacy marketing.This document includes many examples of current-state marketing organization design and IDC insights as to the effectiveness and limitations of current structures. From that starting point, IDC then provides guidance and insights on how to fold in the five new marketing competencies of today's modern marketing organization.

Please Note: Extended description available upon request.


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