Marketing & Sales Organization
Thinking and Acting in Digital Transformation
In the past, a classic thematic orientation of departments has led to strong silo mentalities. This stands in contrast to the increasing desire of customers for digitalization and the automation of internal processes, which, however, require more agile and cooperative organizational structures. At a time when agile delivery and service models decide over customer satisfaction and loyalty, hierarchical organizational models are no longer suitable. At any time and in all places, the customer experience is key and indifferent to sluggish decision-making.
Not only marketing and sales have to act as one unit, one team. Successful companies are organized along the entire customer journey, while marketing, production and logistics act hand in hand. We see the digital transformation of our clients as a dismantling of old behavioral patterns and structures. Batten & Company supports you in the analysis, conception and implementation of the sustainable integration of your marketing and sales organization along the complete value chain.
Network or ecosystem thinking replaces traditional, hierarchical corporate structures. During the realignment towards an agile organization, we jointly answer the question "With whom do you work together?" instead of maintaining the former pivotal mindset "For whom do you work?”.
The Batten & Company Marketing Operating Model (MOM)
For change projects, an agile understanding of the organization means to approach them holistically, only the analysis of formal structures, governance models or processes is no longer sufficient. Against this background, we have developed our Marketing Operating Model, which contains all the essential optimization levers for organizational adjustment. These levers are our 6 Ps and each embody an organizational core question in marketing and sales.:
Purpose: What is the vision and role of our division within the company - today and in the coming years?
Plot: In which structures do we want to organize ourselves?
Play: How do we work together to achieve our goals?
People: Which skills distinguish us, which ones do we develop further?
Partner: How do we best integrate our external partners and service providers into our processes?
Platform: Which technologies, tools and systems do we use?
By the way, you can find out more about all 6 Ps of MOM by using the selection list above.
Possible adjustments range from the sharpening of internal service and performance mandates (including activity analysis) and the optimization of decision and responsibility areas (including structural analysis), to the adjustments of governance and budget structures.
Your benefit: increased agility, reduced complexity
From the beginning, flexibility and sustainability lie at the core of the joint transformation of your marketing and sales organization. Together, we work out the individual structures that suit you best and develop actionable recommendations for the digital challenges in your market.
Optimized vertical integration:
Each marketing and sales organization has its individual competences and strengths. Therefore, at the beginning of our solution concepts, we develop a strategically coordinated vertical integration ideal for your organization. Digitalization, the market environment and customer structures play a vital role, as do the requirements of your internal and external stakeholders.
Increased effectiveness and decision-making ability:
Through suitable cooperation concepts in the organizational model, an agile structure along the value chain is achieved. Unnecessary services and work steps are reduced due to the involvement of all stakeholders. If clear decision-making guidelines are lacking, we will help you sharpen centralized as well as decentralized governance and voting models.
Right-sizing the organization:
The customer-oriented streamlining and bundling of internal competences are the basis for a sustainably optimized knowledge transfer within your organization. Adjustments of the organizational structure and processes lead to an increased ability to react and control, as well as room for future investments.
Implement the right organizational model for the digital future together with Batten & Company. Our experienced consultants will accompany you from the design to the implementation and change stages. In addition, we assume the central project management and success monitoring.
Would you like to know more about Marketing & Sales Organization? Contact us! We would be happy to talk to you about your specific problem.