Three-quarters of global marketing executives expect to reorganize their marketing departments by the end of next year, according to a new Forrester report released Tuesday.
Reasons for the
changes include economic turmoil, the rise of digital marketing and social media, and maladaptive org charts that are slow to react to consumer needs. To begin the process of reorganization, CMOs need
to understand what global context they operate in, according to Forrester Analyst Steven Noble.
"CMOs must create a global marketing team that uses data and customer insight to learn, adapt and
grow in real time, anywhere in the world," Noble writes on his blog. --Tanya Irwin