This framework is developed by a team of former McKinsey and Big 4 consultants. The presentation follows the headline-body-bumper slide format used by global consulting firms.
This product (Marketing Organization 2.0) is a 21-slide PPT PowerPoint presentation slide deck (PPT), which you can download immediately upon purchase.
The Digital Age has fundamentally changed Marketing. There are countless more marketing channels, customer touch points, data sources—all from disparate systems and providers. To deal with these changes, we need a new type of Marketing Organization—Marketing Organization 2.0.
This framework discusses following 3 structural changes needed to evolve our Marketing Organization to 2.0:
1. Centralize the Right Activities
2. Create the Right Organization Structure
3. Redefine Roles and Talent Management
Implementing these structural changes will improve agility within the Marketing Organization.
Additional topics discussed include Marketing Organization Models (Centralized, Distributed, Hybrid), Five Dimensions of Marketing Organizations (Segment-centric, Product-centric, Channel-centric, Geography-centric, Function-centric), new talent pools, new roles and job titles, among other topics.
This deck also includes slide templates for you to use in your own business presentations.
The Marketing Organization 2.0 framework also delves into the strategic decision-making process for centralizing versus distributing marketing activities. It offers a comparative analysis of centralized, distributed, and hybrid models, highlighting the pros and cons of each. This enables organizations to make informed decisions tailored to their unique business needs.
The PPT provides a detailed examination of the five dimensions of marketing organizations: segment-centric, product-centric, channel-centric, geography-centric, and function-centric. Each dimension is explored with its respective trade-offs, allowing executives to understand the implications of different structural choices. This ensures alignment with overarching business objectives.
New roles and talent management strategies are essential components of Marketing Organization 2.0. The presentation outlines emerging roles such as Chief Customer Experience Officer and Data Storyteller, emphasizing the need for diverse skill sets. This focus on talent management ensures that your organization is equipped to handle the complexities of modern marketing.
This PPT slide presents a comparative analysis of centralized versus distributed marketing organizational structures. It highlights the advantages and considerations of each model, emphasizing the need for a strategic approach in determining which activities to centralize and which to keep distributed.
In the centralized model, the presence of a Chief Marketing Officer (CMO) overseeing brand strategy and execution is noted. Key benefits include scale efficiencies, brand alignment, and the ability to share best practices effectively. This model is particularly advantageous for smaller organizations, as it simplifies implementation and fosters consistency across marketing efforts.
Conversely, the distributed model allows for marketing expertise to be allocated to individual brands and business units. This structure promotes innovation and responsiveness to specific brand needs, with initiatives often managed through committees or boards. It is best suited for larger, global companies with multiple brands, where tailored marketing strategies can better address diverse market demands.
The slide also introduces the concept of a hybrid model, termed the Marketing 2.0 Organization, which seeks to balance the strengths of both approaches. It stresses the importance of strategically deciding what to centralize based on the organization’s business objectives. Three guiding questions are proposed to facilitate this decision-making process: assessing potential value creation, evaluating the need for tighter guidelines, and determining the necessity of capturing and sharing insights.
Overall, the slide underscores the critical nature of thoughtful centralization in marketing functions to avoid missed opportunities for efficiency and effectiveness.
This PPT slide presents a comparative analysis of different organizational structures, specifically focusing on when to use segment-centric, product-centric, channel-centric, geography-centric, and function-centric approaches. Each structure is evaluated based on its applicability, advantages, and disadvantages.
For the segment-centric approach, it is recommended when customer segments exhibit distinct needs. The pros include a holistic view of customer requirements and an enhanced omnichannel experience. However, a potential downside is the risk of functional duplication, which can complicate operations.
The product-centric model is ideal for organizations that prioritize product focus. This structure offers deep expertise in product marketing and facilitates effective feedback loops. Yet, it may hinder cross-selling and upselling opportunities, which could limit revenue potential.
The channel-centric approach is suitable when businesses are organized by purchasing channels. It allows for specialized expertise in specific channels, but can impede the overall omnichannel experience, potentially frustrating customers who expect seamless interactions.
Geography-centric structures are beneficial when local responsiveness is critical. They provide nuanced understanding of regional markets, but can lead to inconsistencies among global brands, which may confuse customers.
Lastly, the function-centric model is appropriate for companies with a singular brand or those requiring deep functional expertise. While it leverages scale effectively, it can pose integration challenges across channels.
The concluding statement emphasizes the necessity for the marketing organization to align closely with the overall business structure, highlighting the importance of coherence in organizational strategy. This slide serves as a strategic guide for executives considering how to structure their organizations for optimal effectiveness.
This PPT slide presents a comparative analysis of 3 marketing organization models: Distributed, Hybrid, and Centralized. Each model is evaluated based on the degree of centralization, focusing on decision-making roles, the responsibilities of brands, and the advantages associated with each structure.
In the Distributed model, decision-making is limited to a select set of centralized activities, including media buying and digital strategy. This model emphasizes the autonomy of individual business units, with most marketing activities localized within those units. The focus here is on addressing specific issues relevant to each business unit or brand.
The Hybrid model introduces a broader range of decision-making roles. It allows for some centralized oversight while enabling business units to manage their marketing strategies. This model seeks to balance the benefits of centralized control with the flexibility of localized execution. It promotes economies of scale and best-practice sharing while still allowing brands to innovate and adapt to their unique contexts.
The Centralized model represents the highest degree of centralization. It grants strong decision-making authority and oversight rights over branding and marketing strategies. This model institutionalizes best practices through centralized processes, ensuring brand alignment and consistency across the organization. Brands rely on a centralized marketing function for all their marketing needs, which maximizes efficiency and effectiveness.
The trend indicated in the slide points toward greater centralization, suggesting that organizations are increasingly recognizing the benefits of centralized control in enhancing operational efficiency and strategic alignment.
This framework is developed by a team of former McKinsey and Big 4 consultants. The presentation follows the headline-body-bumper slide format used by global consulting firms.
For $10.00 more, you can download this document plus 2 more FlevyPro documents. That's just $13 each.
ABOUT FLEVYPRO
This document is part of the FlevyPro Library, a curated knowledge base of documents for our FlevyPro subscribers.
FlevyPro is a subscription service for on-demand business frameworks and analysis tools. FlevyPro subscribers receive access to an exclusive library of curated business documents—business framework primers, presentation templates, Lean Six Sigma tools, and more—among other exclusive benefits.
The average daily rate of a McKinsey consultant is $6,625 (not including expenses). The average price of a Flevy document is $65.
Trusted by over 10,000+ Client Organizations
Since 2012, we have provided best practices to over 10,000 businesses and organizations of all sizes, from startups and small businesses to the Fortune 100, in over 130 countries.
Read Customer Testimonials
"I am extremely grateful for the proactiveness and eagerness to help and I would gladly recommend the Flevy team if you are looking for data and toolkits to help you work through business solutions."
– Trevor Booth, Partner, Fast Forward Consulting
"Flevy.com has proven to be an invaluable resource library to our Independent Management Consultancy, supporting and enabling us to better serve our enterprise clients.
The value derived from our [FlevyPro] subscription in terms of the business it has helped to gain far exceeds the investment made, making a subscription a no-brainer for any growing consultancy – or in-house strategy team."
– Dean Carlton, Chief Transformation Officer, Global Village Transformations Pty Ltd.
"If you are looking for great resources to save time with your business presentations, Flevy is truly a value-added resource. Flevy has done all the work for you and we will continue to utilize Flevy as a source to extract up-to-date information and data for our virtual and onsite presentations!"
– Debbi Saffo, President at The NiKhar Group
"My FlevyPro subscription provides me with the most popular frameworks and decks in demand in today’s market. They not only augment my existing consulting and coaching offerings and delivery, but also keep me abreast of the latest trends, inspire new products and service offerings for my practice, and educate me
in a fraction of the time and money of other solutions. I strongly recommend FlevyPro to any consultant serious about success.
"
– Bill Branson, Founder at Strategic Business Architects
"As a small business owner, the resource material available from FlevyPro has proven to be invaluable. The ability to search for material on demand based our project events and client requirements was great for me and proved very beneficial to my clients. Importantly, being able to easily edit and tailor
the material for specific purposes helped us to make presentations, knowledge sharing, and toolkit development, which formed part of the overall program collateral. While FlevyPro contains resource material that any consultancy, project or delivery firm must have, it is an essential part of a small firm or independent consultant's toolbox.
"
– Michael Duff, Managing Director at Change Strategy (UK)
"As a consulting firm, we had been creating subject matter training materials for our people and found the excellent materials on Flevy, which saved us 100's of hours of re-creating what already exists on the Flevy materials we purchased."
– Michael Evans, Managing Director at Newport LLC
"As a niche strategic consulting firm, Flevy and FlevyPro frameworks and documents are an on-going reference to help us structure our findings and recommendations to our clients as well as improve their clarity, strength, and visual power. For us, it is an invaluable resource to increase our impact and value."
– David Coloma, Consulting Area Manager at Cynertia Consulting
"I have used Flevy services for a number of years and have never, ever been disappointed. As a matter of fact, David and his team continue, time after time, to impress me with their willingness to assist and in the real sense of the word. I have concluded in fact
that it is not at all just a repository of documents/resources but, in the way that David and his team manage the firm, it is like dealing with consultants always ready to assist, advise and direct you to what you really need, and they always get it right.
I am an international hospitality accomplished senior executive who has worked and lived during the past 35 years in 23 countries in 5 continents and I can humbly say that I know what customer service is, trust me.
Aside from the great and professional service that Flevy's team provide, their wide variety of material is of utmost great quality, professionally put together and most current.
Well done Flevy, keep up the great work and I look forward to continue working with you in the future and to recommend you to a variety of colleagues around the world.
"
– Roberto Pelliccia, Senior Executive in International Hospitality
Download our free compilation of 50+ Strategy & Transformation slides and templates. Frameworks include McKinsey 7-S, Balanced Scorecard, Disruptive Innovation, BCG Curve, and many more.
Download our free compilation of 50+ Strategy & Transformation slides and templates. Frameworks include McKinsey 7-S, Balanced Scorecard, Disruptive Innovation, BCG Curve, and many more.
Click main image to view in full screen.
