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Marketing operations 2.0: Defining the new organizational structure

“Unless structure follows strategy, inefficiency results.”

Alfred Chandler

As marketing operations (MO) capabilities mature, it’s up to the MO leader to modify the organizational structure to ensure it’s meeting current and future marketing strategies and goals. Nothing says commitment like an organizational chart, and we all know how challenging it is to develop a dedicated MO function.

Today it’s no longer good enough to have someone semi-dedicated to MO. When companies have a dedicated, fully developed MO structure, marketing makes a full transition from being a cost center to a revenue generator.

In 2018, we’ll see managers spending a lot of time designing the MO function so they can achieve their goals. What does the organizational chart for an effective MO department look like?

[Read the full article on MarTech Today.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Debbie Qaqish is Principal Partner and Chief Strategy Officer of The Pedowitz Group. Debbie manages global client relationships and leads the firm’s thought leadership initiatives. She has been helping B2B companies drive revenue growth for over 35 years. Debbie is author of the award winning book – “Rise of the Revenue Marketer,” Chancellor of Revenue Marketing University, and host of Revenue Marketing Radio, a podcast series for revenue marketing leaders which showcases marketing executives from companies like GE and Microsoft sharing advice on marketing transformation. A PhD candidate, Debbie also teaches an MBA course at College of William & Mary on Revenue Marketing. In March 2016, Kapost named Debbie among the Top 40 Most Inspiring Women in Marketing. For the last five years, Debbie has been named One of the 50 Most Influential People in Sales Lead Management. She has also won SLMA’s Top 20 Women to Watch distinction.

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