Commentary

Your Company Marketing Structure?

To determine the most commonly used marketing organizational structures and how these approaches correlate to revenue growth, the Association of National Advertisers (ANA), reported by Marketing Profs, surveyed 303 marketers from a mix of B2C and B2B companies, from midsize or large firms with 20 or more full-time marketing employees in the United States.

40% of respondents say their organization has a matrixed structure and 38% say their organization has a networked structure (cross-functional teams come together for specific projects). Just 17% say their firm has a command-and-control structure (directives are issued top-down, and functions operate in silos).

Type of Org Structure in Use

Structure

% of Respondents

Matrixed

40%

Networked

38

Command and Control

17

Others

5

Source: ANA, March 2018

Most respondents say their company's organizational structure is based on either product/service lines or on organizational function. Smaller firms (under $500 million in annual revenue) are more likely to have organizational structures based on consumer segments and the customer journey, compared with larger firms.

Marketing Organizational Structure

 

More than $500 million

Less than $500 million

Product or service lines

32%

26%

Organizational

32

30

Market or vertical

14

9

Consumer segments

7

13

Customer journey

4

13

Geography

7

5

Source: ANA, March 2018

23% of firms with a command-and-control Marketing organizational structure have equal or lower revenue than their peers; 15% have higher revenue. 40% of firms with a networked Marketing organizational structure have higher revenue than their peers; 30% have equal or lower revenue.

Revenue Performance vs. Competition

 

Revenue Flat-Decline

Revenue Growth

Comand and Control

23%

15%

Matrixed

41

41

Networked

30

40

Other

6

5

Source: ANA, March 2018

 

 

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