In today’s dynamic consumer environment, designing an effective marketing organization is crucial for long-term success. The rapid evolution of technology, shifts in consumer behavior, and heightened competition require marketing teams to be more agile, data-driven, and purpose-oriented than ever before. To meet these demands, marketing leaders must ensure their organization’s structure and processes cover the full range of competencies required to sustainably deliver on the high expectations of customers while providing a satisfying experience for employees.
Whether you work in a large multinational or a start-up, covering the key marketing competencies can be challenging. In large companies, silo’d teams and processes make it hard to connect all the dots to deliver an integrated customer experience. And in a small company, you may have a fully integrated vision, but simply not the resources to do all the work. In both cases, having a simplified, yet comprehensive view of your marketing competency areas is key. Many marketing teams have a few weakness areas that wreak havoc, either with customer experience itself, or with internal working conditions. Perhaps the company mission does not translate well to customers. Perhaps the product is great but customer service lacks. Or maybe your team is amazing, but overwhelmed with competing demands.
A high-level assessment can help leaders assess their capabilities and get things working together.
Modern Marketing Mosaic
This “Modern Marketing Mosaic” was created as a high-level checklist for marketing leaders, based on today’s market, where customers and employees expect a purpose-based mission, commitment to shared values, and full leverage of technology. The illustration highlights the marketing competencies needed to deliver on these expectations today.
For marketing leaders of large and small organizations, my argument is that ALL these competencies must be in place to optimize performance in today’s market. Each area needs to be considered, and resourced appropriately based on your industry, company size, and team. Getting all these areas working in concert can repeatedly deliver exceptional customer experiences and satisfying work environments for your staff.
I’d love to hear your feedback. Where is your company focusing today?