Summary
The Forrester 2017 Global CMO Study revealed that 83% of B2B and B2B2C CMOs are planning to make organizational changes to balance or reallocate resources, add subfunctional centers of excellence such as demand centers, content hubs, and marketing operations teams, or enhance marketing teams’ skills. The study also showed that twice as many organizations are centralizing marketing (65%) as decentralizing (33%). In this report, we describe how PerkinElmer’s new marketing leader used the Forrester Eight Cs Of Effective Organizational Design model to transform the marketing organization according to principles of high performance and audience focus.
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