• Marketing teams often work alongside each other, rather than with each other
• Decision-making processes are slow, hierarchical, and not customer-driven
• Collaboration with sales, IT, or product management is poorly aligned
• New demands such as personalization, automation, and AI are hard to integrate
• Organizations are structured according to internal logic, not the customer journey

The result: Companies lose speed, relevance, and connection with their customers’ evolving needs.

Why a High-Performance Marketing Organization Makes the Difference

The quality and structure of the marketing organization determine how well a company can generate growth, launch innovations, and create differentiated customer experiences.

A future-ready marketing organization enables:

• Customer-centric end-to-end management along the entire customer journey
• Faster go-to-market through agile, cross-functional teams
• Seamless collaboration with sales, product, logistics, and IT
• Efficient use of data, technology, and AI for automation and personalization
• Stronger brand positioning in a fragmented, dynamic environment
• Organizational adaptability through embedded change capabilities

Organizations that build these capabilities don’t just gain market share – they secure lasting relevance and growth in an increasingly digital, cross-channel world.

Our Approach: Reshape Structure, Enable Customer Centricity, Build Future-Readiness

Redesigning the marketing organization is not a standard project – it’s a strategic transformation journey. As a specialized consultancy with over 25 years of experience in marketing and sales, we design organizations built for today’s and tomorrow’s demands.

Our consulting approach is based on three principles:

• Clear structures for measurable efficiency
• Deep customer centricity for sustainable market success
• Pragmatic implementation for real operational impact

We analyze existing organizational structures, roles, processes, workflows, and interfaces – and co-create new models with our clients that work not just on paper but in daily practice.

We never lose sight of the human factor – because every structural change is also a change process for the organization and its people.

Our “Marketing Operating Model (MOM)” – Holistic, Pragmatic, Future-Oriented

At the heart of our approach lies the Batten & Company Marketing Operating Model (MOM). It is based on six dimensions that enable a comprehensive view:

• Purpose: Clarification of the role, mandate, and strategic contribution of marketing as a driver of market orientation and business success
• Plot: Design of continuous value streams along the customer journey to reduce friction and optimize workflows
• Play: Definition of effective roles, processes, and methods for a high-performing, customer-centric day-to-day operation
• People: Development of relevant competencies, clear responsibilities, and effective leadership principles to evolve the marketing function
• Partner: Redesign of collaboration with external partners and strategic integration into the marketing ecosystem
• Platform: Use of scalable technologies, tools, and data infrastructure as enablers of a future-ready marketing organization

These six dimensions enable a modular, customized transformation – aligned with your organization’s maturity level and objectives.

Transformation Needs Change – Not Just Structure

Structures provide the foundation – but transformation requires more. Redesigning the marketing organization doesn’t end with a new org chart. For new roles, processes, and governance models to have real impact, change must happen at both the organizational and individual level.

Because transformation is not just a structural project – it’s a profound change process that must be led by leadership, understood by employees, and lived in everyday work.

That’s why we support transformation not just conceptually, but through to successful implementation. We see change management as an integral part of organizational consulting – not an add-on, but a critical success factor for any marketing organization.

Get to know us personally: Book your free session to discuss your organizational or transformation challenges.

Why Batten & Company Is Your Ideal Partner for Marketing Organizations

As a leading marketing consultancy in the DACH region, we combine strategic depth, methodological excellence, and operational implementation strength.

We don’t view marketing as an island – but as a central part of the entire value creation system. We design customer-centric marketing organizations that enable true market success. In doing so, we consistently link organizational design with change management – for a transformation that doesn’t just look good on paper but delivers measurable results.

With a team of experienced consultants, industry experts, and specialists in organization, strategy, and brand, we support companies of all sizes on their journey to a customer-centric, flexible, and market-driven marketing organization of the future.

Start your transformation today.
Let’s analyze your current marketing organization together – and uncover how it can create maximum value going forward.