The Prudent Firm’s Guide to Building the Optimal Marketing Organization
This is a practical and actionable guide built on 20 years of experience building high-performing marketing organizations across firms, specialties, industries, geographies, and budget levels in global and regional firms.
It is not an industry benchmark study or an academic treatise. It will neither provide you industry averages nor give you a single answer.
It will help you build the best Marketing organization for your firm.
Your marketing organization shouldn’t be your competitor’s marketing organization.
While firms share attributes, the optimal marketing organization is unique to each firm. Even if firms are similar in discipline, size, and geographic footprint, they are very different in culture, strategic priorities, expectations of marketing, organizational structure and budget.
This guide is for you if you’re asking questions like:
“How much should we spend on marketing?”
“Where should we spend it?”
“Do we need to be more strategic or more tactical?”
“Should we organize Marketing by practice, industry, geography—or all three?”
“What functional marketing skills should we have?”
“Should Marketing be centralized or decentralized?”
“Do we need a (fill in the blank) person?
This guide helps your firm:
- Determine the structure, roles, skills, and gaps you need to fill to achieve your strategic objectives.
- Answer the “5 Tough Questions” you really should be asking to get the right Marketing structure and level of investment.
- Determine if your Marketing organization is actually the problem you need to solve.
- Get aligned on Marketing’s real purpose, given your firm’s culture.
- Select the proper metrics to produce the desired business results.
Most important, the guide to Building the Optimal Marketing Organization helps you:
- Invest marketing dollars more wisely.
- Increase marketing’s ROI.
- Focus on what matters most.
- Save time.
- Manage partner expectations properly.
- Align your organization.
- Produce the results you desire more quickly.
In the past five years, Marketing thought, skills, technology, and focus have changed significantly. Few marketing organizations have the leadership, skills, technology, culture, or courage to compete in a new environment of transparency and immediacy.
Don’t let your firm be left behind.