Design the Right Marketing Organization for the Next Decade

Unicorns symbolize different things to different people. To a young child they are the mythical creatures of fairy tales. To a venture capitalist they are the rare startup with a private valuation of more than $1 billion. And to a marketing leader seeking to build a powerhouse marketing team, unicorns are the rare marketers with deep technical and domain expertise who also bring decades of industry experience. But just like in venture capital, it’s risky business to pin the future of your organization on something rarely seen in the wild.

There is a better way to build the marketing organization of the future.

A more sustainable and effective strategy is to design a marketing team capable of strong internal and external collaboration — one with the talent to lead, contribute and cooperate simultaneously.

“By nurturing diverse skill sets, tapping new talent sources and prioritizing collaboration, marketing leaders fuel their brands’ adaptability and business results,” says Chris Ross, VP Analyst, Gartner for Marketers.

According to the Gartner 2017 CMO Strategy Survey, many CMOs desire an operating model that relies less on outsourced talent and more on internal capabilities. At the same time, a more project-centric work style and strong customer focus increasingly drive today’s marketing organization. Within this context, CMOs want to know “How can I design and build a marketing team that achieves business goals and adapts to future needs?”

The project-based tenets of the gig economy include flattened organizational structures, increased use of independent consultants, and more fluid and collaborative organizational dynamics. These now drive the day-to-day operations of many marketing organizations, and Gartner clients report increased adoption of dynamic, adaptable work environments. To lead and manage the marketing organization of tomorrow, design a marketing team capable of strong internal and external collaboration.