While aiming for flexibility and scalability in the uncertain marketplace, nearly 66% of marketers now have a centralized marketing structure in their company.
A majority of brands in this digital era are developing their teams via improved centralization to meet the evolving market demands. An integrated system helps to build a more flexible and resilient organizational structure.
Many marketers are still struggling to choose between a mix of centralizing and decentralizing resources. According to a recent research study by Gartner, an increasing number of marketing decision-makers do prefer a centralized marketing approach.
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The research surveyed more than 400 marketing leaders to understand the on-going marketing pattern across the business. About 66% of the marketing teams across different industries are entirely or primarily centralized.
Chris Ross, VP Analyst at Gartner Marketing practice explains in the company blog – “Marketing leaders have long been chasing the ‘perfect’ marketing organizational structure, hoping that the right one will help them realize greater value and scale from their organizations.”
To accomplish this, an increasing number of marketing agencies are actively centralizing resources for more scalable shared services. Without a doubt, this inventiveness is enabling support for a distinct, modern marketing discipline.
Besides, the resources that have been decentralized to other organizational entities or regions are being centralized and consolidated. Even 79% of CMOs are not seeking any new services or products and instead focussing on existing markets to drive growth amid the global crisis.
This rearrangement of resources is backing to the fully centralized models – wherein every professional marketing work is a primarily centralized model or entity. A majority of the professionals are integrated with limited staff circulated to business units or locations.
The study also reveals that companies with a marketing operations leader are likely to have a completely centralized structure (35%), while without it is around 23%. Certainly, the organizational commitment to place a marketing leader represents a meaningful investment within the marketing operational process.
Also Read: Most Marketers Prefer or Have an Integrated Marketing Structure in Their Organizations
Chris Ross also mentioned, “Marketing operations teams frequently operate in a shared services model, creating a natural gravitational pull toward a more centralized organizational alignment.”
The benefits of these alignments include enhanced effectiveness and productivity. It also involves improvements in marketing control or governance, and the ability to manage the brand, messaging, and customer touch strategy. And today, marketers are more focused on meeting competency.
Basically, exploring the modern organizational evolution is vital as resource patterns could organically driving centralization. Even assessing the marketing governance and controlling risk factors to the business should be followed depending on its current model.
More decentralized systems where more individuals have higher autonomy could result in organizational risk. Clearly, the global pandemic has accelerated the evolution of marketing operations with the usefulness of martech to scale a centralized organization.
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