Marketing teams were once relatively stable structures with brand and direct marketing teams, perhaps a communications or events team, and a few agency partners. That has changed with the addition of significant digital, content and social requirements, perhaps a customer experience or sales function, data management requirements, product marketing, a plethora of smaller agency partners, and so on. These days marketing team restructures occur relatively often: every couple of years, if not more frequently.This is driven by many factors: the advent of new channels and the resulting adoption of new marketing tactics and disciplines, the emergence of agility as a desirable marketing quality, new technology that enables centralised data management, and changing corporate strategies and structures.
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“The power of visibility can never be underestimated.”Comedian Margaret Cho may have been talking about bigger life issues when she said those words, but the same holds true when it comes to marketing visibility and the corporate world.
When you can see something, you know it happened. You can assess it. You can measure it. You can manage it. And ultimately, you can improve it. But for many companies, marketing visibility is not easy to achieve.
Marketers and their suppliers and agencies forma complexecosystem: an enterprise team of 30 people might have 20 agencies supplying it with public relations activity, to social media, content marketing, data management, strategy, brand advertising, media buying, and more.
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