Marketing teams were once relatively stable structures with brand and direct marketing teams, perhaps a communications or events team, and a few agency partners. That has changed with the addition of significant digital, content and social requirements, perhaps a customer experience or sales function, data management requirements, product marketing, a plethora of smaller agency partners, and so on. These days marketing team restructures occur relatively often: every couple of years, if not more frequently.This is driven by many factors: the advent of new channels and the resulting adoption of new marketing tactics and disciplines, the emergence of agility as a desirable marketing quality, new technology that enables centralised data management, and changing corporate strategies and structures.
Read more