The marketing organisation of the future
Often, we hear stories of marketing organisations struggling to document ROI or siloed from the rest of the revenue-generating functions. However, with an increasingly competitive landscape, organisations cannot afford to have a business function out of sync. So, this is our take on how the future winning marketing organisation looks like.
Historically, marketing has been challenged as a function struggling to document ROI – and thus often being first in line for budget cuts, head count optimisation and a lack of strategic executive consideration. From working with marketing departments across different industries, we also quite often see that marketing teams, particularly in legacy organisations, are siloed from the rest of the revenue-generating functions of the company, struggle to find the balance between strategic brand equity initiatives and tactical execution and lack tech ecosystem understanding to keep up with competitors.
However, with an increasingly challenging business and competitive landscape, the acceleration of tech and increasingly scrutinised investments, companies cannot afford to have one leg of the business out of sync.
The winning commercial organisation of tomorrow will operate as an ecosystem, where each function plays a significant and interdependent role – and this includes the marketing function.
So whether you are an executive looking to form your new marketing organisation, a CMO considering how to develop your team, or a marketeer looking to stay ahead of the game, you are probably asking yourself what the winning marketing organisation of the future will look like?
Looking out into the world, we see some mega trends shaping the development of the business ecosystem and the marketing organisation of the future:
Although it’s a hard nut to crack, we predict that in the future, winning marketing teams will be characterised by:
The increasingly complex business landscape will actually mean a back to basics for marketing teams, but in a supercharged version 2.0.
What are the core skills and capabilities required of the future marketeer? In the future, we expect that the stars of marketing must master these skills and capabilities:
Also, we would like to take a quick look at the drivers of today’s challenges as key opportunities or enablers, particularly for the marketing function.
Today’s tech enables marketeers to solve the age-old ROI riddle by tracking and optimising all marketing expenditure and linking it directly to business effects. This enables marketing to transform itself from an expense account into an investment account securing future revenue streams.
However, tech is just that – an enabler. To maximise the impact potential that marketing provides and for the CMO to rightfully claim her seat in the boardroom, we need to couple the right enablers with the capabilities, strategic acumen and skillset needed of the marketing organisation of the future.
Five selected features of the 2002 upgrade of SAP IBP.
Implement Consulting Group