Determining Optimal Corporate And Regional Design For The Marketing Operations Function

The B2B marketing operations function, historically viewed as a “special projects” team of analysts and project managers, has evolved into a trusted resource that provides insights and structure to planning process cycles and ensures the organization’s readiness to execute against campaign and revenue development objectives. As companies expand and elect to operate in multiple regions and countries, the marketing operations function may struggle to maintain consistent yet flexible support levels. This report describes a process for determining an optimal organizational structure for corporate and regional marketing operations and suggests roles and responsibilities for each.