Marketing organization’s structure directly impacts the ability to respond quickly to the unique dynamics of your industry, marketplace, and corporate objectives.

Far too often, marketing organizations find themselves less effective because they are disconnected from the business they are supporting, are structured to meet yesterday’s demands, or have experienced a talent-drain. Over time, the function can lose touch with the marketing knowledge and skill levels needed by the company, becoming distanced from those driving the business in sales, the market and executive management.

Many companies struggle with the balance of centralized vs. decentralized marketing resources and the reporting relationship between the two. Unresolved, these issues can lead to inefficiencies that influence the overall corporate structure. Noticeable gaps and redundancies may propagate throughout the company. Our areas of expertise include:

Marketing organization assessment and design

Skill and knowledge assessments

Productivity evaluations

Job design/skills requirements

Marketing skills training

Capability building

Marketing executive coaching

Marketing process assessment and design

Marketing ROI analysis

Budgeting right-sizing

Organization-wide marketing spending audits

Allocation/prioritization

Key marketing executive recruiting assistance

Peer (or “rival”) best practices evaluation

IN DESIGNING MARKETING ORGANIZATION

Organization design is central to an enterprise’s ability to be market driven, adaptive, innovative, and more – in short, to be able to compete effectively.
REMEMBER,
*Organization design is more than just structure
– it is the integration of structure, processes, people, culture, systems and technology
*Strategy is the starting point
– organization design must be driven by, and supportive of, overall strategy
*Clarity and accountability underpin sound organization design
–when good people know what to do and are held accountable, they achieve results
*Transitioning to a new organization end-state requires an integrated approach to change management
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1.REVIEW THE COMPANY VISION STATEMENT.
2.REVIEW THE COMPANY MISSION STATEMENT.
3.REVIEW THE COMPANY STRATEGIC PLAN [ 5 YEARS.]
4.REVIEW THE CORPORATE OBJECTIVES.
5.REVIEW THE CORPORATE STRATEGIES.
6.REVIEW THE ORGANIZATION BUSINESS PROCESS.
7.REVIEW THE ORGANIZATION STRUCTURE.
NOW THINK OF THE MARKETING DEPARTMENT DESIGN.
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Strategic Organization Design

The Need:

The objective must be clearly stated for the need to change/set up an organization.

The Process:

Organization Design is a four-phase participative process intended to provide senior leaders with a systematic, step-by-step method for examining the structure of their organizations. The four-phases are as follows:

**Preliminary Analysis
**Strategic Design
**Operational Design
**Implementation

1.The preliminary analysis involves the collection of information necessary for making design decisions.
2.Structured interviews are conducted focusing on the strategy of the organization, the key tasks being performed and current strengths and weaknesses of the organization.
3.Operational design involves the structuring of supervisory roles, information flows, and jobs within the context of the strategic design decisions.
4.Implementation involves managing the transition from the current design to a new design.
Organization Design Process Outline

Objective: To provide a systematic participative process to help leaders structure their organizations in a way which helps accomplish the overall business strategy as well as the day-to-day work.

Phase I: Preliminary Analysis
Conduct structured interviews to:
v Identify strengths and weaknesses of the existing organization
v Clarify issues related to business strategy and organizational design

Phase II: Strategic Organization Design
v Design Criteria: Review information from the preliminary analysis and
generate criteria for a new design
v Grouping: Generate several design options and evaluate against criteria
- Grouping By Output – Product, Service, or Project
- Grouping By Activity – Function, Work Process, Knowledge or Skill
- Grouping By Customer – Market Segment, Customer Need, Or Geography
v Linking: Identify information flow requirements, select ways to
facilitate the flow of information to meet the requirements, and
evaluate against the criteria
v Impact Analysis: Analyze each option to determine feasibility given the
existing leadership skills, power relationships, and work environment.

Phase III: Operational Design
v Carry out the operational homework necessary to put organization design
decisions in place
v Design work charters, reporting relationships, information flows, etc.

Phase IV: Implementation
v Develop a