Interested in perspective and opinions regarding marketing department org designs when multiple business units and product sets are present. Separate and distinct business units, product sets, and different buyer profiles and personas. Intrigued specifically on topic of  aligning horizontally by marketing function /funnel (top, middle, bottom) vs. vertically by business unit (encompass all functions within business unit marketing team). Any thoughts?

This is an interesting concept in many companies and I've seen it first hand implemented in both ways to varying degrees of success. On campus, we have a horizonal marketing department that handles everything for the entire university including our sister schools. I consider it horizontal and not vertical for our other schools because we all operate under the same university name and marketing is the same for all schools. I think a horizontal  design works better for most companies because it keeps the brand consistent which can be very hard to do when a company starts growing quickly.

We are company branched from a parent company, therefore, we opt more for a vertical type of organization, to fully encompass each brand characteristics into the different marketing strategies used. This may vary, of course, depending on the size of the company. But we find more effectiveness in a hierarchical organization that allows to provide clear lines of authority and a tight span of control, which can lead to high operating efficiency, since we handle many items and lines at the same time, it's important to approach each with coherence and this can only be done under this type of organization. 

If you organize marketing along the business units it is much more difficult to create a unique branding and customer experience. If you have a centralized operational marketing departement it can focus on creating cross selling opportunities, create bundled offerings and customer centrity. Furthermore you can reduce overhead costs by creating synergies.

Horizontal alignment categorizes teams based on the marketing funnel stages (dev to sales), fostering specialized expertise, and efficient resource use. However, you’ll struggle with aligning closely with specific business unit goals and risk creating silos. Vertical alignment sets marketing strategies with unit-specific objectives and audiences, bringing customization and agility. This approach, however, can lead to resource redundancy and challenges in maintaining consistent branding/product releases.

Hybrid models, combining aspects of both can leverage their advantages. The choice between these structures depends on your company's product complexity and existing culture. Larger organizations might lean towards horizontal alignment for efficiency, while smaller firms may prefer vertical alignment for a more tailored approach. Flexibility in organizational design is crucial, adapting to your needs against market dynamics.