If you’re a marketing leader looking for the “ideal” organizational structure, you may already have it. Marketing leaders who responded to the Gartner Marketing Organization Survey 2020 plan to optimize their current structures rather than make radical changes.
In today’s unpredictable business climate, marketers remain focused on creating more effective and responsive organizations while limiting internal disruption. Functional marketing structures — aligned by groups such as operations, creative, commerce or analytics — are the dominant organizational model: 27% of marketers use them, up from 23% in 2019.