Quick-fix role-based hiring and reorgs aren’t going to solve your problems. Instead, take these four steps to deliver on strategy, respond to disruption and future-proof your marketing org: GartnerMKTG CMO Marketing
While you may be tempted to implement a total reorg based on what peer organizations are doing, the reality is there is no one-size-fits-all organization design. Instead, start by capturing the required skills and capabilities needed to deliver on your strategic objectives:Consider which capabilities your team will need to execute against your strategic plan and collaborate with leadership to brainstorm. Capabilities for marketing can — and should — look different for each organization.
When you are ready to develop a resourcing plan, create a scorecard to understand how specific capabilities or skills support strategic objectives to drive business outcomes.Adding capabilities or redeploying talent should be considered in the context of your current org design. Making changes often requires adjusting operating models and governance rather than necessitating a wholesale reorg. Consider incorporating the desired capabilities with the least impact to the business.
Set objectives and metrics for the org changes you are implementing. Develop success metrics to track the impact on business outcomes. For example, if you need to improve sales enablement capabilities and put an account-based marketing strategy in place, you should be able to measure the results of your org changes at the tactical and strategic level. Tactical metrics may include the number of marketing-qualified accounts, engagement rate or pipeline velocity.
It’s also imperative to measure the outcome of capability development on the organization itself. Employee satisfaction, engagement, readiness, skills assessments and speed of execution can be helpful in understanding how well the capability has been integrated into the team.Senior Director Analyst in the Gartner for Marketing Leaders practice, where she analyzes marketing leadership and strategy, with an emphasis on marketing strategy development and operational and organizational design.
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