Best Practice Report

Evaluate Trade-Offs To Optimize Marketing Centralization And Decentralization

A Best Practice Approach To Make Marketing Resource Allocation Decisions

 and  three contributors
Jan 21, 2025

Summary

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.

Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
  • Stay ahead of changing market and customer dynamics with the latest insights.
  • Partner with expert analysts to make progress on your top initiatives.
  • Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).