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Marketing Operations 2.0: Defining the New Organizational Structure

"Unless the structure follows the strategy, the inefficiency results."

Alfred Chandler

As the capabilities of marketing operations evolve, it is up to the OM manager to change the organizational structure to ensure that it responds to marketing strategies and goals. current and future. Nothing says engagement as an organization chart, and we all know how difficult it is to develop a dedicated MO function.

Today, it is no longer enough to have someone from semi-dedicated to MO. When companies have a dedicated and fully developed MO structure, marketing goes totally from a cost center to a revenue generator.

In 2018, we will see managers spend a lot of time designing the MO function so that they can achieve their goals. What does the organization chart of an effective AM department look like?

[Read the full article on MarTech Today.]

The opinions expressed in this article are those of the guest author and not necessarily Marketing Land. The authors of the staff are listed here.

About the author

Debbie Qaqish is Senior Partner and Chief Strategy Officer of the Pedowitz Group. Debbie manages client relationships globally and leads the firm's thought leadership initiatives. It helps B2B companies boost revenue growth for more than 35 years. Debbie is the author of the award-winning book "Rise of the Revenue Marketer," Chancellor of the University Revenue Marketing, and host of Revenue Marketing Radio, a podcast series for marketing leaders that introduces marketing leaders. companies like GE and Microsoft. marketing transformation. A PhD candidate, Debbie also teaches an MBA course at the College of William & Mary on Revenue Marketing. In March 2016, Kapost named Debbie as one of the 40 most inspiring women in marketing. Over the past five years, Debbie has been named one of the 50 Most Influential People in Sales Management. She also won the SLMA Top 20 Women to Watch Award.

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