The Future of Marketing Organisations

Rethink Marketing Organisational Structure and Responsibilities

Sixty per cent of marketing organisations have centralised some or all of the marketing structure in a quest for operational efficiency.

Increased enterprise costs, tight marketing budgets and continued repercussions of “The Great Resignation” are just a few of the concerns facing CMOs as they examine their marketing organisations.

Following a period of disruption, CMOs centralised their marketing organisations to alleviate operational problems and grew their teams despite a challenging talent environment. Gartner’s Marketing Organisation Survey captures the state of the function as it adapts to unprecedented change.

Use the data from The Future of Marketing Organisations as a guide to spur action to quickly run a more effective and efficient marketing organisation by taking specific actions in the next three months and over the next year. You will discover:

  • the key responsibilities that have changed by marketing function over the last year;
  • the functional areas that marketing must fight to maintain or cede to other partners; and
  • the long- and short-term actions to ensure your marketing organisation’s success.

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    About The Future of Marketing Organisations

    The Future of Marketing Organisations Research leverages data from the Gartner Marketing Organisation Survey, which captures the marketing function as it adapts to a changed environment and looks to the future. We surveyed 385 CMOs and marketing leaders to explore marketing organisation structure and marketing organisation design and its relation to other functions in an organisation. While the severe turmoil of 2020 has faded, marketing has continued to face significant disruption throughout 2021 and into 2022. Increased enterprise costs, tight marketing budgets and continued repercussions of “The Great Resignation” capture just a few of the concerns facing CMOs as they examine their marketing structures.