The Ultimate Marketing Machine

In most companies the organizational structure of the marketing function hasn’t changed since the practice of brand management emerged, more than 40 years ago. Hidebound hierarchies from another era are still commonplace. Marketers understand that their organizations need an overhaul, and many chief marketing officers are tearing up their org charts. But in our research and our work with hundreds of global marketing organizations, we’ve found that those CMOs are struggling with how to draw the new chart. What does the ideal structure look like? Our answer is that this is the wrong question. A simple blueprint does not exist.

Publication: 
Harvard Business Review
Author: 
de Swaan Arons, Marc; van den Driest, Frank; Weed, Keith
Document Type: 
Research
Paywall: 
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