Marketing Organizational Structure | How Organization Improves Results
4.6 هزار بار بازدید -
6 سال پیش
-
Please visit my website:
Please visit my website: https://10x.vegas/
What are the most commonly used marketing organizational structures? How do these approaches correlate to revenue growth?
To find out, the Association of National Advertisers (ANA) surveyed 303 marketers from a mix of B2C and B2B companies (mostly from midsize or large firms with 20 or more full-time marketing employees) in the United States.
Some 40% of respondents say their organization has a matrixed structure (functional silos exist but individuals have "dotted line" responsibilities across silos).
And 38% say their organization has a networked structure (cross-functional teams come together for specific projects).
Just 17% say their firm has a command-and-control structure (directives are issued top-down, and functions operate in silos).
I threw my old org chart in the trash when I joined HubSpot and started from the beginning. We built our entire company for the inbound era, from marketing to sales to service, because the buyer has all the power today and you need to realign your company for that. I think our org chart is the future of the marketing org because of that – we focus on an inbound experience that the buyer drives, with us providing value along each stage.
Features of an Inbound Organization
Focused on providing a buyer-driven inbound experience.
Adds value through content and contextual marketing (e.g., dynamic, smart site pages and content based on a prospect’s relationship to the company).
Steeped in buyer personas and delivering experiences tailored to those personas.
Content as a dedicated function allows it to serve multiple internal “clients” (demand generation, PR, sales enablement).
Source: HubSpot
What are the most commonly used marketing organizational structures? How do these approaches correlate to revenue growth?
To find out, the Association of National Advertisers (ANA) surveyed 303 marketers from a mix of B2C and B2B companies (mostly from midsize or large firms with 20 or more full-time marketing employees) in the United States.
Some 40% of respondents say their organization has a matrixed structure (functional silos exist but individuals have "dotted line" responsibilities across silos).
And 38% say their organization has a networked structure (cross-functional teams come together for specific projects).
Just 17% say their firm has a command-and-control structure (directives are issued top-down, and functions operate in silos).
I threw my old org chart in the trash when I joined HubSpot and started from the beginning. We built our entire company for the inbound era, from marketing to sales to service, because the buyer has all the power today and you need to realign your company for that. I think our org chart is the future of the marketing org because of that – we focus on an inbound experience that the buyer drives, with us providing value along each stage.
Features of an Inbound Organization
Focused on providing a buyer-driven inbound experience.
Adds value through content and contextual marketing (e.g., dynamic, smart site pages and content based on a prospect’s relationship to the company).
Steeped in buyer personas and delivering experiences tailored to those personas.
Content as a dedicated function allows it to serve multiple internal “clients” (demand generation, PR, sales enablement).
Source: HubSpot
6 سال پیش
در تاریخ 1397/05/02 منتشر شده
است.
4,657
بـار بازدید شده