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Network of Teams: The Future Agile Marketing Organization

Network of Teams: The Future Agile Marketing Organization

This IDC Perspective projects how the current marketing staffing trends will evolve to a future marketing organizational structure, discusses why this evolution is necessary, and provides guidance on how companies can best work toward a team-based future. To gain advantages inherent in the digital transformation, leaders must evolve their marketing organizations from 20th century–style functional silos to team-based structures that will capacitate an agile business. "IDC's research finds that tech marketing organizations have already embarked on this transition to teams," says Kathleen Schaub, vice president of IDC's CMO Advisory and Customer Experience practices. "Leaders may call these new organizations tiger teams, circles, lateral organizations, networks, or squads. Whatever term is used, the objective is the same: Remodel the organization into a new structure that better serves today's empowered customers and attracts new workers who have fresh expectations."

Executive Snapshot
Situation Overview
The Future Marketing Organization: A Network of Teams
Outgrowing Tradition
Do You Have Silos?
How the Future Marketing Organization Will Operate
Tiger Team Example
Four New Team Types for the Marketing Organization
Campaign Management Teams
Considerations for Campaign Management Teams' Futures
Campaign Services Teams
Considerations for Campaign Services Teams' Future
Strategy Teams
Thinking About the Future of Strategy Teams
"Scaffolding" Teams
Thinking About the Future of Scaffolding Teams
Advice for the Marketing Leader
Getting Started
Moving Along the Path
Learn More
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