The Evolution of the Marketing Organization

June 4, 2008 at 8:21 pm 5 comments

Q: The modern marketing organization has emerged through an evolutionary process. Do you agree?

A:  Yes, we agree.  Marketing organizations today are very different from those of yesterday.  Today, marketing organizations are leaner – more people cover more areas within a marketing group.  For example, you may have one person who is in charge of acquiring outside data to fuel customer acquisition efforts.  That same resource may also be in charge of working with the creative team on the mail piece (e-mail piece, telemarketing script), working with the database team on ensuring that duplicate pieces are not being sent, working with the letter-shop to coordinate in-home dates, and on the back-end to analyze the success of each campaign.

What I’ve just described is an extremely tall order  — however, we are finding this to be more the rule than the exception.  No longer do you have large resource-rich teams covering each area of marketing operations.  Marketers today must possess the ability to be nimble and flexible – and able to understand overall marketing strategy as opposed to one piece of it.

In addition, there are more tools available today that are helping marketing groups to evolve.  For example, there are programs that can be accessed remotely than can help with campaign management, database management, and analytical services  . . . just to name a few.  Most of these applications are available as SaaS (Software as a Service), so you just access the internet, log in and you’re off and running.  No more do you have to spend the time and money on complicated technology that has to be customized for your particular environment, and then the entire marketing department has to be trained on, work the glitches out of, etc. before it can be used efficiently.  This new paradigm is one that has really helped marketing organizations to evolve, do more with less and do it much more effectively.


Entry filed under: Direct Marketing Employment. Tags: .

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5 Comments Add your own

  • 1. andy jacob  |  June 4, 2008 at 9:06 pm

    Nancy, can you tell me what to do to promote my blog?
    I am always curious to learn more from experts!

    Andy Jacob

  • 2. Nancy Arter  |  June 4, 2008 at 11:18 pm

    Absolutely, Andy! The best way to promote your blog is to update it often — for a B2B blog, 3 times a week is sufficient. Of course, if you have the time, more is better (from our experience). This way, the search engines will find you more quickly and rate you higher when folks are searching on your particular keywords.

    Another good way to promote it is to partner with other “like” or complimentary blogs. For example, we comment frequently or do features on other direct marketing blogs that (in our humble opinion) have excellent content and provide topics that are relevant and interesting to those in the field. You’ll find that the other blog authors will reciprocate and do the same for you. This way (if you exchange links, for example) you get the benefit of their readers and they get the benefit of yours.

    The most important point in promoting your blog that we’ve found is that if you provide really good content, others will begin to quote you or link to you, thus expanding your readership. This way, your readership grows organically — and you start to really build credibility for your company — you are looked at as an expert in your field. An added benefit is that you may find some firms that you can partner with to expand your own service offerings utilizing this approach.

    Hope this helps!

  • 3. Ted Grigg  |  June 5, 2008 at 3:39 am

    This trend of multi-tasking has gone on for quite some time.

    It makes work interesting. But it brings with it some major problems.

    For one thing, marketing generalists have a difficult time determining areas of opportunity or attracting top talent. They don’t know enough about the major disciplines key areas to ask the right questions or make the better decisions.

    So the organization gets the stuff out the door. But the marketing activities lack depth and quality.

    Marketing requires deep strategic skills for large and medium sized companies. And this jack-of-all-trades mentality doesn’t work too well in my opinion.

    For example, I have yet to see a good brander lead an effective direct marketing program. They lack the knowledge and objectivity to balance the two disciplines in an organization.

    Perhaps you have a different perspective?

  • 4. Nancy Arter  |  June 5, 2008 at 3:37 pm

    Hey Ted, I have a bit of a different perspective in that I have seen it work when you have the right person leading the organization. So, your point is right on . . . if that good brander isn’t a good leader and only knows branding really well, then it makes for a difficult situation (hard to be successful).

    However, I’ve seen a person who really understands direct marketing (data, database, analytics) but was not a branding or creative specialist. This person was able to surround herself with really strong people in branding and creative and was then smart enough to empower them to use their knowledge to help her build the overall marketing strategy.

    So, I agree with your sentiments, that being a generalist multi-tasker can definitely bring with it some problems. But, I would argue that if you have the right person at the helm of the organization, it can definitely be successful.

    Thanks (as always) for your insights!

  • 5. farath unissa  |  April 18, 2011 at 5:44 am

    what is market organisation. briefly explain the evolution of market organisation.


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