The three major marketing department organizational structures are:
- Digital center of excellence: The digital center of excellence is mainly employed by large international enterprise businesses with established marketing departments and long-term agency relationships. It is a proven model to centralize resources and to work closely with domestic or international regional marketing organizations.
- Business systems-centered marketing operations: In a business system-centered structure, marketing operations sits under systems, or perhaps alongside IT. This usually comes with centralized administration responsibility for all platform owned to manage contracts and governance.
- Revenue-centered marketing operations: The revenue-centered model can apply to companies with either large or small budgets. Also known as a growth-centered or general marketing model, marketing operations person is usually an individual person or a small team. In this role the marketer(s) work closely with sales.
There are derivatives to each, but generally speaking, this covers the gamut, and not terribly dissimilar to the advent of CRM and marketing automation in the early stages.
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