• About
  • Subscribe
  • Contact
Thursday, May 8, 2025
    Login
  • Management Leadership
    • Growth Strategies
    • Finance
    • Operations
    • Sales and Marketing
    • Careers
  • Technology
    • Infrastructure and Platforms
    • Business Applications and Databases
    • Big Data, Analytics and Intelligence
    • Security
  • Industry Verticals
    • Finance and Insurance
    • Manufacturing
    • Logistics and Transportation
    • Retail and Wholesale
    • Hospitality and Tourism
    • Government and Public Services
    • Utilities
    • Media and Telecommunications
  • Resources
    • Whitepapers
    • PodChats
    • Videos
  • Events
No Result
View All Result
  • Management Leadership
    • Growth Strategies
    • Finance
    • Operations
    • Sales and Marketing
    • Careers
  • Technology
    • Infrastructure and Platforms
    • Business Applications and Databases
    • Big Data, Analytics and Intelligence
    • Security
  • Industry Verticals
    • Finance and Insurance
    • Manufacturing
    • Logistics and Transportation
    • Retail and Wholesale
    • Hospitality and Tourism
    • Government and Public Services
    • Utilities
    • Media and Telecommunications
  • Resources
    • Whitepapers
    • PodChats
    • Videos
  • Events
No Result
View All Result
No Result
View All Result
Home Management Leadership Sales & Marketing

Centralising marketing function to attain operational efficiency

FutureCIO Editors by FutureCIO Editors
July 19, 2022
Photo by Dominika Roseclay from Pexels: https://www.pexels.com/photo/brown-framed-eyeglasses-905163/

Photo by Dominika Roseclay from Pexels: https://www.pexels.com/photo/brown-framed-eyeglasses-905163/

A Gartner survey of North America and European marketers revealed that 60% have centralised some (23%) or all (37%) of their functions. Chief marketing officers (CMOs) cited operational excellence issues — such as prioritisation, workflows and collaboration — as the primary reasons for making changes to their organisational structures.

Sally Witzky

“CMOs may be lured by the promise of greater control and economies of scale that centralisation offers, but each structure brings with it a set of benefits and drawbacks,” said Sally Witzky, senior director analyst in the Gartner Marketing practice.

“CMOs must place organisational decisions in the strategic context, making trade-offs based on restructuring objectives, capability gaps and cultural realities.”

Sally Witzky

The survey findings also show a slight distinction between B2B and B2C marketing organisations. While B2B marketing organisations favour and utilise a balanced or hybrid structure approach, B2C organisations are primarily centralised.

CMOs in B2C organisations doubled down on a “fully” centralised structure over “mostly” centralised.

Witzky believes that B2C organisations are primarily consumer-driven. They tend to work with and depend upon a roster of external agencies for the brand or individual brands, and as a result, tend to have more centralised marketing.

“However, B2B organisations are embracing a new emphasis on buyer centricity and are changing their marketing organisation structures to gain some centralised control and process,” she cautioned.

Gartner experts said CMOs should consider whether it’s easier to centralise some of the marketing work that is decentralised or mine those decentralised areas for waste, inefficiencies, duplication and individuals or small teams who work in silos — then make changes accordingly.

Recommendations

Gauge stakeholder understanding of problems and openness to change – Understand how stakeholders feel about the problems that are necessitating a marketing restructure and get buy-in.

Diagnose the need to restructure and identify priorities – Clarify the vision and goal(s) of the restructure, along with the structure priorities they’ll follow to reach them.

Design the best-fit marketing organisation – Conduct a design workshop to map out the new marketing organisation structure that best fulfils the reorg vision and goals, while remaining grounded in how work happens.

Announce the plan and prepare for the change – Prepare to deliver a presentation highlighting change drivers, restructure objectives and the proposed marketing structure, and discuss rollout objectives with all affected parties.

Monitor rollout and collect feedback – Build in feedback loops to identify unexpected areas of friction in the new structure and make team-level interventions to address them.

Related:  Is it time to adopt policy-as-code? Questions CIOs should ask
Tags: B2B marktingChief Marketing OfficerCMOGartner
FutureCIO Editors

FutureCIO Editors

No Result
View All Result

Recent Posts

  • Agentic AI-powered AppSec platform launched for the AI era
  • IDC forecasts GenAI alone will grow at a 59.2% CAGR
  • Dataiku brings new AI capabilities to create and control AI agents
  • Microsoft reveals the rise of a new kind of organisation in the AI era
  • St Luke’s ElderCare enhances data security and user experience with Juniper

Live Poll

Categories

  • Big Data, Analytics & Intelligence
  • Business Applications & Databases
  • Business-IT Alignment
  • Careers
  • Case Studies
  • CISO
  • CISO strategies
  • Cloud, Virtualization, Operating Environments and Middleware
  • Computer, Storage, Networks, Connectivity
  • Corporate Social Responsibility
  • Customer Experience / Engagement
  • Cyber risk management
  • Cyberattacks and data breaches
  • Cybersecurity careers
  • Cybersecurity operations
  • Education
  • Education
  • Finance
  • Finance & Insurance
  • FutureCISO
  • General
  • Governance, Risk and Compliance
  • Government and Public Services
  • Growth Strategies
  • Hospitality & Tourism
  • HR, education and Training
  • Industry Verticals
  • Infrastructure & Platforms
  • Insider threats
  • Latest Stories
  • Logistics & Transportation
  • Management Leadership
  • Manufacturing
  • Media and Telecommunications
  • News Stories
  • Operations
  • Opinion
  • Opinions
  • People
  • Process
  • Remote work
  • Retail & Wholesale
  • Sales & Marketing
  • Security
  • Tactics and Strategies
  • Technology
  • Utilities
  • Videos
  • Vulnerabilities and threats
  • White Papers

Strategic Insights for Chief Information Officers

FutureCIO is about enabling the CIO, his team, the leadership and the enterprise through shared expertise, know-how and experience - through a community of shared interests and goals. It is also about discovering unknown best practices that will help realize new business models.

Quick Links

  • Videos
  • Resources
  • Subscribe
  • Contact

Cxociety Media Brands

  • FutureIoT
  • FutureCFO
  • FutureCIO

Categories

  • Privacy Policy
  • Terms of Use
  • Cookie Policy

Copyright © 2022 Cxociety Pte Ltd | Designed by Pixl

Login to your account below

or

Not a member yet? Register here

Forgotten Password?

Fill the forms bellow to register

All fields are required. Log In

Retrieve your password

Please enter your username or email address to reset your password.

Log In
No Result
View All Result
  • Management Leadership
    • Growth Strategies
    • Finance
    • Operations
    • Sales and Marketing
    • Careers
  • Technology
    • Infrastructure and Platforms
    • Business Applications and Databases
    • Big Data, Analytics and Intelligence
    • Security
  • Industry Verticals
    • Finance and Insurance
    • Manufacturing
    • Logistics and Transportation
    • Retail and Wholesale
    • Hospitality and Tourism
    • Government and Public Services
    • Utilities
    • Media and Telecommunications
  • Resources
    • Whitepapers
    • PodChats
    • Videos
  • Events
Login

Copyright © 2022 Cxociety Pte Ltd | Designed by Pixl

Subscribe