Trends Report

Reboot Your Organization For Modern Marketing

Use A Marketing Operating System Approach To Reconstruct Your Marketing Organization

December 5th, 2014
Sheryl Pattek, VP, Executive Partner
Sheryl Pattek VP, Executive Partner
With contributors:
Lori Wizdo , Moira Dorsey , Alexandra Hayes , Elizabeth Perez , David Cooperstein

Summary

Hierarchical and channel-obsessed marketing organizational structures do not effectively support the customer-obsessed approach that Forrester believes will help firms win, serve, and retain empowered customers. CMOs must shift their organizational design from product-centric or channel-centric models to a structure crafted to best serve the whole customer, whether they define it at the account level or in service of individuals. This report is an update to "Reboot Your Organization For Modern Marketing," originally published on May 6, 2014, which introduced CMOs to the concept of a marketing operating system, an organizational framework that will permit CMOs to develop more flexible and more customer-aware marketing teams.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.