There were more inquiries about marketing organizational structures in the first quarter of 2016 than in the first half of 2015. That’s not surprising since this is a topic of urgency and interest: marketing organizations need to quickly align their capabilities to seize immediate opportunities.
Recommendations from Gartner’s 2016 Marketing Organizational Design and Strategy Survey will help marketing leaders understand what new skills and capabilities are needed to align marketing and business goals and allocate resources appropriately for future growth, noted Anna Maria Virzi, service analyst, Gartner for Marketing Leaders.
Agency reliance continues
Fifty-two percent of marketing leaders say their current organization relies heavily on agencies and third parties. Marketing organizations use in-house talent to set strategy and translate that strategy into programs but many organizations then outsource execution of the strategy to external partners. Only 19% of organizations have a strong in-house focus.
Many marketing leaders would like to rely more on in-house talent as a long-term vision for their organizations. They want to add more value directly to the organization and be more autonomous from external parties. The path to that vision, however, requires leaders to rely more on agencies in the short-term due to skills gaps.