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Marketing & Communications Department Structure???
Posted By: normand.provost* on 7/13/2004 12:10 PM (CST) 250 Points
I need to realigne / re-organize our marketing & Communications department under our new CMO (Chief Marketing Officer). Where could I find ideas on how to best structure our new Marcom department moving from a B2B product focus organization to a "customer oriented focus" organization? I'm looking for org chart and task chart.

Thanks

Posted by: JBtron Accepted Answer
7/13/2004 1:23 PM (CST)
normand,

The industry you're going into is of vital importance for those of us who can help you. Realigning a widgit manufacturer is very different than realigning a call center.

Also, how many employees are we talking about? 10? 100? 1000? And, of course, CURRENT organizational structure is needed to best understand the strengths of the old org before we retool the company into the NEW org.

Please advise, so we can better serve your needs.

Hope this helps.

Best,

::JBtron
 
Posted by: normand.provost* Author Response
7/13/2004 2:11 PM (CST)
JBtron - our company is in the B2B ecommerce space and we have about 800 employees. Today our organization is structure under 3 main division - if I exclude HR, Corporate, legal and finance - and they are:
- products & marketing (CMO)
- sales (EVP sale)
- operation (operation, delivery,CIT)

Hope this help.

Normand
 
Posted by: SRyan ;] Accepted Answer
7/14/2004 2:01 AM (CST)
Normand, I often recommend the Search Questions link on the right side of the page. In your case, however, there is no perfect keyword to give you a succinct list of results! I searched on "organization" and "department," for example, and got about 150 diverse postings. Of those, let me offer you three postings that seemed to have some high quality responses you can review:

Organizational structure

Organizational structures for marketing departments

Start a marketing department

- Shelley
 
Posted by: Nyerjhi* Accepted Answer
7/14/2004 8:42 AM (CST)
I've built 4 marketing dept's and all vary according to industry type and customer focus. Typically you have the CMO/VP that is part of the executive team; thier mission is "strategy" and to be in alignment with CFO, CEO, COO and the company over the longer haul. In your size organization, you might have a director of mktg, then a director of communications. If you're using an IMC (Integrated Marketing Communications) model, keep PR/Communications well in tune with the marketing efforts for consistency in messaging. From director level you may want "teams" that are a little more dynamic to the function at hand; product specialists, sales support specialists, communications (to be media focused), customer specialists and customer manager, you may have team leaders. As a VP, I spend time developing budgets and working with the CFO to make sure we're in alignment on spend/return. Marketing needs to be in close relations with Finance and Sales and work together, not disparately. Keep your management light, and only VP/CMO/Directors should be "strategic", the Director needs to participate in "strategy development" but then guide the "plan" and get it done. A Director must be a "doer"....this seems to have worked for me anyway. Best of luck with a big challenge.
 
Posted by: normand.provost* Author Response
7/14/2004 12:57 PM (CST)
Shelley

thanks for the tips. I'm new in the know how exchange so wasn't familiar with all the tools yet. I did look at your links and found good information. Thanks again
 
Posted by: normand.provost* Author Response
7/14/2004 1:04 PM (CST)
Nyerjhi

Thanks for the insights. We don't have a single Marketing director yet since that function was assumed in part by the product people. Moving forward with this new marketing organization it would make since to regroup marketing expertise under one single person. Where would you draw the line between product marketing people, marketing people and Marcom people within the same "marketing organization"? We also don't have that much marketing expertise on the product size and we want to keep the structure lean. Would it make sense to expand the Marcom role into the strategic role (marketing plan) and work with our "Intelligence Department" (market, segment knowledge). PS: Our PR functions are assumed by Corporate Communications.


Thanks
 
Posted by: jose04 Accepted Answer
8/7/2004 3:12 AM (CST)
Hello Normand

You will get excellent tips from a Journal of Marketing article i read some time back. Your query on "Where would you draw the line between product marketing people, marketing people and Marcom people within the same "marketing organization"? " should find ready answers there. The reference is:

Kohli, A. K. and Jaworski, B. J. (1990). “Market Orientation: the Construct, Research Propositions, and Managerial Implications,” Journal of Marketing, 54(2), p1-18

Hope this helps
 
Posted by: Val (Moderator)* Moderator Response
8/8/2004 11:23 AM (CST)
Hello all. I am closing this question, since its more than 2 weeks old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 


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