Organizational Structures – Create the Right Marketing & Sales units | PLOT

Challenges for marketing and sales structures

Marketing and sales organizations are faced with the challenge of integrating new trends and technologies into their structures, processes and daily collaboration in the context of digitization. Of course, companies have already started to create new job profiles, set up departments and teams to deal with new channels, systems, products and services as well as digitization. As a result, innovation hubs, digital teams or online marketing departments are emerging. Their structural anchoring differs considerably and offers various advantages and disadvantages. However, these changes are not often final integrative concepts, so they cannot be seamlessly integrated into the existing organization, which is why many companies restructure themselves completely at the same time. In this context, systems such as holocracy, tribes structures or closed-flat are considered as best practice examples. Why?

Typical questions about the organizational structure in marketing

Companies are confronted with numerous issues when it comes to building or questioning their own organizational structure, including:

  • What is the right structure for my marketing team? 
  • How do I break up existing silo structures? 
  • How do I organize internal and external sales teams? 
  • How do I map a continuous customer experience internally? 
  • What are important tasks for me, what is the value chain of marketing? 
  • How to organize customer-centered? 
  • Where are the interfaces between product, communication, sales, IT, ... 
  • Is holocracy or hierarchy the right structure for my organization?

Marketing organizational structures

Marketing and sales teams organize themselves today as varied and diverse as never before. We at Batten & Company know all kinds of varieties. We have many years of experience with CEOs, CMOs, CSOs, marketing directors and marketing experts at all levels in corporations, international players, large SMEs and small market-oriented companies. Everyone organizes differently, everyone does something right. Structures can be optimized everywhere, new important units can be formed and missing roles be filled with skill sets that are not yet available.

A successful marketing and sales organization shines through excellence in all tasks of the value chain of marketing. It does not matter if the responsibility lies solely in the marketing division or is shared with other departments. Marketing managers should always put the customer in the spotlight and that’s why breaking up the personal and functional silos is so important. For Batten & Company the tasks of the value chain are:

  1. The generation of action-guiding customer, competition and market-related insights. 
  2. The generation and design of customer-relevant offers in the form of products, services, services and applications 
  3. The commercialization of offers across all customer-relevant channels and the generation of a consistent customer experience 
  4. Marketing controlling and performance measurement in the sense of sustainable optimization of the own activities 
  5. Strategic design of all customer journeys, of the customer experience and of the brand (value proposition)

If your company also faces a change, contact us! You can benefit from our experience if you think about a more agile structure and an increased value creation in marketing and sales.