The Evolution of the Marketing Organization
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.