Executive Summary

In the last few years, marketers have had to adapt to the increasing demands of their businesses and customers alike. Customers now demand compelling, personalized content and experiences to be delivered to them on an ever-increasing list of digital channels, while CEOs now expect marketers to deliver results that go beyond brand awareness and ring the cash register. As a result, marketers, especially digital marketers have had to learn new skills, adopt innovative new technologies, and fundamentally reassess the role they play in driving the business.

While learning new skills and deploying sophisticated technology are key drivers of digital marketing excellence, their effectiveness is limited if the digital marketing teams aren’t structured or organized in the best way possible. Many businesses struggle with this crucial step as it could mean breaking legacy hierarchies and defying embedded cultures.

In our research report, we’ve defined four essential steps to help marketing leaders understand the key elements of a modern digital marketing organization, and the choices they have in positioning them to best deliver on the needs of the business and its customers.

In this report, you will find:

  • A four-step process for organizing your digital marketing team
  • Three organizational models, with accompanying case examples
  • Recommendations for building out the core functions of your digital marketing team
  • A list of key questions to help you begin evaluating how your digital marketing team is organized

Omar Akhtar

Industry Analyst

Ted Moser

Senior Partner

Mat Zucker

Partner