Marketing operations 2.0: Defining the new organizational structure
What does the org chart for a successful marketing operations (MO) team look like? Columnist Debbie Qaqish takes a look at the characteristics that make up a strategic MO structure.
“Unless structure follows strategy, inefficiency results.”
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?
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