Redefining the marketing organization

From increasing digitalization to new work-from-home models, the world around today’s marketing organization looks very different to that of just five years ago. To enable a brand differentiating customer experience with data-driven personalization and contextual engagement, the marketing organization needs to transform in tandem. We see three clear areas of focus in this context:

• Experiencing senior management commitment
• Building an inclusive ecosystem
• Moving from chaotic to structured change

We believe marketing organizations deliver best when they transform both their leadership and people to uplift employee engagement; when they jointly develop a collaborative culture and integration with their ecosystem — including their creative agencies; and when they provide a future-ready workplace that inspires marketing rock stars.

In this opinion piece, we look at the challenges in more depth, including how leaders can break down operational silos and enthuse people in the process of change. We hear from marketing leaders, both within creative agencies and on the client side, and — with people at its core — we put change management and leadership firmly at the center of a new marketing organization.

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Author

Christof Ziegler is a Senior Managing Consultant, Transformation Excellence at Capgemini. He supports our clients in structuring their challenges and realizing their project and program outcomes.