how to build the marketing org of the futurelp.fathomdelivers.com/rs/795-nxz-682/images/01 - shyna...

How to Build the Marketing Org of the

future

Shyna Zhang

Director of Product Marketing

Marketo

[email protected]

Marketo Company Overview

#1 independent marketing platform:

• Innovative digital marketing platform

• Fastest growing marketing technology company

• Customer system of record, 1B leads, 220B+ activities

Top rated by Analysts including Gartner,

SiriusDecisions and Forrester

Marketing First

• Helping marketers master the art and science of digital marketing

• Unparalleled expertise

4,500 customers across 25 industries in 46 countries

How to build the Marketing Org of the Future

How to Build the Marketing Org of the Future

Team Structure Talent Mix

Trans-Functional Alignment

Break the Silos Find the “DaVincis” Lead the charge


Talent MixTrans-

Functional Alignment

Team Structures

Break the Silos

Abandon Silos and create nimble and fluid structure

Team Structures

Abandon Channel Based Silos

Channel Based Silos are not effective in this digital age where the customer journey is fluid across these channels

TV Print Events Web Digital Social Mobile

Team Structures

Create Horizontal Teams

Create horizontal teams that can think across the entire customer experience

Brand and Advertising

Demand Generation

Product Marketing

Field Marketing

Customer Marketing

Team Structures

Horizontal Teams

Create Horizontal Teams

Create “Center of Excellence” that can serve these horizontal teams as service bureaus

Brand and Advertising

Demand Generation

Product Marketing

Field Marketing

Op

era

tio

ns

Customer Marketing

Co

nte

nt

Mar

keti

ng

Team Structures

COE’sHorizontal Teams



Team Structures Talent Mix

Find the “DaVincis”

Find the “DaVincis” who can be generalists and let them span multiple functions

Talent Mix

Skill Based Hiring

Do not hire for specific expertise such as Social or Web but rather by skills that you will need across the organization

Talent Mix

THINKERS FEELERS

DOERS

Data,Analytics,Modelling

Customer Behavior and Interactions

Content Creation and Project Management


Team Structures Talent Mix


Lead the charge

Chief Marketing Officer

to Chief Experience

Officer


Marketing Leading the Way

Marketing is now expected to

create exceptional brand moments

at every customer touch point!


Marketing must own the Customer Experience

Marketing should be the architect and driver of the customer experience.

Marketing must capture and drive a 360 degree view of the customer


CUSTOMER

Marketo Proprietary and Confidential | © Marketo, Inc. 4/28/2016

Marketing just doesn’t get technology

• 51% of CIOs feel that marketing employees understand technology

Marketing doesn’t think through process and

governance

• 50% of CIOs feel that marketing pulls in technologies without proper consideration for IT standards and architecture (up 1% from 2012

Marketing is moving too fast, lacks a long-

term vision

• 43% say marketing requirements and priorities change too often to keep up with

“What the heck is Marketing doing over there?”

Marketo Proprietary and Confidential | © Marketo, Inc. 4/28/2016

IT can’t keep up with evolving demands from

marketing in a digital environment

• 43% of marketers the technology development process is too slow and not aligned to the speed of digital marketing”

IT doesn’t always understand the customer

experience

• 40% of marketers say IT falls short on delivering on requirements, up 6%

IT takes too long and isn’t good enough

• 43% of CMOs say the IT process takes too long to keep up with digital marketing

“IT isn’t moving fast enough for our buyer needs!”

Marketing must lead the charge to drive organizational alignment

Marketing needs to forge relationships with other parts of the organization, especially IT, Sales and Customer Service


MARKETING

SALES

CUSTOMERSERVICE

IT

Marketing First


Team Structure Talent Mix


Break the Silos Find the “DaVincis” Lead the charge

Thank You

how to build the marketing org of the futurelp.fathomdelivers.com/rs/795-nxz-682/images/01 - shyna...

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