A CMO’s Guide To Assigning Digital Marketing Responsibilities

CMOs must orchestrate sophisticated responsibility assignments across specialized teams while establishing operational models that enable seamless coordination. With B2B marketing functions increasingly distributed across multiple teams and geographies, the challenge extends beyond assigning roles to creating the interlocks that connect capabilities, workflows, and stakeholders into a high-performance ecosystem. CMOs must select from three proven operating models — center of excellence, shared services, or hybrid integration — while building orchestration mechanisms that ensure strategic alignment cascades effectively to execution teams.