Gartner Research

Understand the Top Digital Commerce Organizational Archetypes

Published: 01 February 2016

ID: G00293364

Analyst(s): Kirsten Newbold-Knipp


Marketing leaders are increasingly responsible for commerce results, but many organizations struggle with how to organize cross-functionally. Understand the pros and cons of the four most common commerce structures and marketing considerations when implementing an "omnichannel" sales strategy.

Table Of Contents
  • Key Challenges



  • Understand the Four Most Common Digital Commerce Archetypes
    • Sales-, Business-Unit- or Brand-Led Commerce
    • Marketing-Led Commerce
    • Distributed Commerce
    • IT-Led Commerce
  • Identify Which Archetype Is Most Closely Aligned to Your Commerce Success Criteria and Determine What Organizational Change Is Required
    • "Omnichannel" Executive Role Seeks to Address Gaps in the Sales-Led/Business-Unit-Led Organization
    • Marketing Leaders Should Influence Organizational Design for Commerce Success
  • Codify Priorities Across Business Units and Understand How Organizational Design Can Impact Goal Setting and Revenue Attribution Philosophy

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