Whether embarking on a reorganization of the marketing department or a more evolutionary optimization exercise, there comes a time when every marketing leader must decide where to conduct the marketing work. In the absence of best practice guidance to determine the right level of resource centralization and decentralization, CMOs have often resorted to “broad-brush” decisions at the organizational level, experiments with unpredictable results, or not making decisions at all — leaving suboptimal legacy approaches in place. In this report, we introduce an approach to help CMOs make more deliberate decisions about resource allocation, and to communicate the underlying rationale.