Building a marketing organization that drives growth today

By Raphael Buck, Biljana Cvetanovski, Alex Harper, and Björn Timelin

Technologies and customer expectations have changed faster than marketing organizations. Here’s how to fix that.

http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/building-a-marketing-organization-that-drives-growth-today?cid=other-eml-alt-mip-mck-oth-1708&hlkid=c73ee2f989694be6a752be639f3fc30d&hctky=2805824&hdpid=b7d68b3d-c9e3-47c8-bfbf-46c90f903cd9

I believe this is an  important area for your companies to truly understand. Although this article discusses B to C businesses, it also hold for B to B.

There have been five shifts that have redefined the modern marketing landscape:

FROM:

1.  Targeted campaigns to personalized consumer interactions, leveraging advanced analytics

2.  Sales primarily through bricks-and-mortar stores to a mix of online, offline, multichannel, and owned channels

3.  Mass advertising campaigns to always-on content publishing

4.  A long-term innovation funnel to rapid test-and-learn, with an emphasis on speed to market

5.  Marketing as a cost to marketing as an investment, with measurable ROI

Few marketing organizations are able to take full advantage of new digital and advanced analytic s tools that would enable them to be more agile, engaging, and effective. They are also missing out on growth. A recent McKinsey survey of executives found that 81 percent of high-growth companies outperformed in data and analytics.
 
But capturing that advantage requires a new way of working. Some 71 percent of high-growth companies in that same survey have adopted agile processes such as scrum, cross-functional collaboration, and co-located teams. Another report found that top-performing marketers were more likely than their peers to be part of a networked organization (51 percent vs. 18 percent) and met more frequently with other parts of the business to create and deliver customer experience journeys.
Extensive experience working with dozens of companies to improve their organizational models has shown that marketing organizations need to change in three ways. First, they need to shift their organizational model away from “boxes and lines” to a fluid ecosystem of internal and external partners. Second, they must scale agile ways of working. And third, they need to build out a set of supporting capabilities that can deliver great customer experiences: