Gartner Research

Understand the Top Digital Commerce Organizational Archetypes

Published: 01 February 2016

ID: G00293364

Analyst(s): Kirsten Newbold-Knipp

Summary

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

Introduction

Analysis

  • 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

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.