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For B2B Marketing Professionals

Drivers Of B2B Marketing Organizational Design

How B2B CMOs Can Determine When To Put Resources Closer To Customers

February 6, 2012

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  • By Jeff Ernst
  • with David M. Cooperstein,
  • Matthew Dernoga

Why Read This Report

When thinking about how to organize their marketing departments, business-to-business (B2B) CMOs face constant tension regarding the decision to put marketing resources closer to the customers and markets they serve — whether segmented by geography, industry, or product lines — or to build core centralized marketing capabilities and teams. CMOs must figure out what work needs to get done and where it should be performed, while providing the right level of corporate support for decentralized resources and ensuring that they are best aligned with the go-to-market strategy of each business unit.

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Table of Contents

  • B2B CMOs Struggle To Balance Competing Organizational Demands
  • CMOs Must Determine Where Work Should Be Performed
  • Two Choices For Supporting Decentralized Functions
  • CMOs Must Align Decentralized Resources With Go-To-Market Strategy

  • Organize Marketing To Best Serve The Customer
  • Supplemental Material
  • Related Research Documents