Is your marketing department centralised or decentralised? Has it gone through so many restructurings that it is hard to tell? Or is it largely the same structure it was a decade ago? Considering structure follows strategy you would expect with all of the changes that have occured in marketing over the past decade it is highly likely your marketing strategy has changed so therefore of course your structure should change to support it. So why is it that marketing structures often seem to shift from one standard structure to the next on the basis of best practice? And what is best practice when it comes to marketing structures? We have some expertise and experience with these issues.
So this is why we ask:
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