Question

Topic: Research/Metrics

Org Chart Analysis

Posted by Anonymous on 2/19/2008 at 4:21 PM ET 125 Points
I'm faced with the current task of trying to help a company through a reorganization. They were once siloed, with all departments running their own marketing teams, and now everything is combined. My challenge is that they want to know how other companies marketing teams are structured so they can ensure they have enough resources (staff and money) allocated overall. Any suggestions on how to find marketing org charts or getting information on aggregate information in this regard?
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RESPONSES

  • Posted on 2/19/2008 at 6:16 PM Accepted
    Can you provide more information on what type of industry is your organisation in?
  • Posted on 2/20/2008 at 9:21 AM Author
    Thanks for the response, Amit.

    The company covers a hybrid of insurance and financial products, but examples of org charts don't necessarily have to be the same industry. They just want to see current examples of how an overall marketing team is arranged in staffing as well as typical budgets.

    For org chart info, I've checked various places like CogMap and Conference Board, but I'm not sure that the information reflects anything current or comprehensive. I'm not certain if there is a resource for this.

  • Posted by saul.dobney on 2/21/2008 at 3:48 AM Accepted
    A common approach is to have resource specialists (marcomms, PR, design, research) supporting market and brand managers per segment or product line who deliver sectorial tactical decisions and strategy. The head of marketing ensures that approaches are co-ordinated and controlled - eg pricing strategy across different brands/sectors, maintaining brand values, optimising the brand portfolio and allocating investment to different segments/brands and so on.

    For FMCG companies marketing might be 8-12% of sales revenue.
  • Posted on 2/21/2008 at 9:27 AM Author
    Thank you everyone for your insights. It is very much appreciated!
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