Designing an Agile Marketing Organization: Roles, Responsibilities and Restructuring

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Executives and management in traditional marketing organizations see themselves as chess masters. They move pieces on a board—more personalization here, attack lagging lead generation here, support sales with additional pieces there—in accordance with a long-term strategy that only they can (and should) understand.

Such command-and-control leaders establish a plan and follow it to the letter, and they’re not interested in feedback from the front lines. Though effective in a stable, predictable environment, the most remarkable thing about these organizations in a modern, volatile environment is their plodding pace.

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