The Analytical Marketer by Thomas H. Davenport & Adele Sweetwood

Author:Thomas H. Davenport & Adele Sweetwood [Thomas H. Davenport]
Language: eng
Format: epub
Publisher: Harvard Business Review Press
Published: 2016-09-12T16:00:00+00:00

APPLYING THESE IDEAS TO YOUR ORGANIZATION

When Was the Last Time You Really Changed the Marketing Structure Itself?

What does your organizational structure look like, both within marketing and outside of it? Ask yourself whether the silos you have inside marketing are efficient and whether they might be preventing you from maximizing your limited resources. Do you really need separate teams for different channels or even products? There are no right or wrong answers. But consider how you might uncover more efficiency if you took a fresh look at your structure.

Similarly, what do the relationships with other departments in your organization look like? Are there ways you can bridge the gaps and change the kinds of conversations you have with, say, sales and IT? Are there ways you can create new partnerships with your peers there? The key takeaway here is to assess how you can rethink the role that marketing plays in your organization so that you can show the true value of your team's efforts to the company's bottom line

To assess your organization's structure, take your leadership team offsite for at least two days and go through the following exercise:

✓ If you could design a modern analytical marketing organization from scratch, what would it look like?

✓ Define the primary objectives (goals) for this modern marketing organization.

✓ List all the functions that should be in marketing (not the current picture, but what it should be).

– Identify functional dependencies.

– Define intersection points across functions.

✓ Prioritize the functional areas. Gain agreement; it is important for everyone to be on the same page.

✓ Use the resulting information to design a functional view of marketing, not an organization chart (see figure 3-2). Again, gain agreement.

✓ Finally, use this newly defined functional view as your template for redesigning the current organization.

– Identify areas of strength.

– Identify gaps in skill sets, investment, and so on.

– Determine the necessary staffing or business model (that is, outsourcing).

– Document a way forward.

✓ The leadership team, the objectives, and this functional view become your guiding coalition for change and drive the vision forward. The coalition will provide you, as the leadership team, with both alignment and an acid test for staying on track.

✓ You will make mistakes along the way, and you can make adjustments; if you don't make mistakes, then you should be worried.

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