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.

Based on responses from 53 advertisers with an approximate annual global spend of US$83 billion, the study found that three out of four in-house agencies have been set up in the last five years. It is also added that in-house teams are attracting more work, with 82% saying workloads are increasing in the last year.

Respondents said that moving creative work in-house delivers cost efficiencies (greater than 30% in some instances), with 64% citing better integration and 59% citing increased brand and business knowledge as other benefits. Additionally, 55% of respondents also reported that in-house teams had quicker and more agile processes. 

The overall satisfaction is high when it comes to in-house teams, with 82% of respondents stating that they are either satisfied or completely satisfied with the output of their in-house teams. The top KPI used to assess the effectiveness of in-house agencies was quality of output (81%), followed by cost savings (52%) and speed to market (38%).

Align Marketing to Organizational Goals
Say No to Non-Value Adding Work
Value Outcomes Over Outputs
Embrace Minimum Viable Campaigns
Set Clear Goals and Let Your Teams Crush Them