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MANAGING A HOLISTIC MARKETING ORGANIZATION
FOR THE LONG RUN
KEYS TO EFFECTIVE
INTERNAL MARKETING
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ORGANIZING THE MARKETING DEPARTMENT
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FUNCTIONAL ORGANIZATION
MARKETING VP
MARKETING ADMINISTRATION
MANAGER
ADVERTISING AND SALES MANAGER
SALES MANAGERMARKETING RESEARCH MANAGER
NEW PRODUCTS MANAGER
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GEOGRAPHIC ORGANIZATION
NATIONAL SALES
MANAGER
AREA SALES
MANAGER
AREA MARKET
SPECIALIST
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“Companies like ‘Miami-Diado County’ hire market
specialists who focus on very specific regions”
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PRODUCT OR BRAND MANAGEMENT ORGANIZATION
THE HUB-AND-SPOKE SYSTEM
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2nd
Alternative:
PRODUCT TEAMS
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*TYPES OF PRODUCT TEAMS
PM
APM
PA
PM
R
C
PM
R C S D E F
VERTICAL
PRODUCT
TEAM
TRIANGULAR PRODUCT
TEAM
HORIZONTAL PRODUCT TEAM
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KEY:
PM: PRODUCT MANAGER
APM: ASSOCIATE PRODUCT MANAGER
PA: PRODUCT ASSISTANT
R: MARKET RESEARCHER\
C: COMMUNICATION SPECIALIST
S: SALES MANAGER
D: DISTRIBUTION SPECIALIST
F: FINANCE/ACCOUNTING SPECIALIST
E: ENGINEER
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3rd
Alternative:
ASSIGN MORE PROJECTS TO A
SINGLE PROJECT MANAGER
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4th
Alternative:
CATEGORY MANAGEMENT
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MARKET MANAGEMENT ORGANIZATION
MARKET CENTERED ORGANIZATION CONSUMER MANAGEMENTORGANIZATION
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“Companies like Xerox & HP centered
their businesses around market
rather than product”
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MATRIX MANAGEMENT ORGANIZATION
COMPANIES HIRE BOTH PRODUCT AND MARKET MANAGERS
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RELATIONSHIPS WITH OTHER DEPARTMENTS
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Role of CMO:
1.
COORDINATE WITH
COMPNAY’S INTERNAL
MARKETING ACTIVITIES
2.
COORDINATING MARKETING
WITH FINANCE,OPERATIONS
AND OTHE RFUNCTIONS
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BUILDING A CREATIVE MARKETING ORGANIZATION
DEVELOPING A COMPANY-
WIDE PASSION FOR
CUSTOMERS
ORGANIZING AROUND
CUSTOMER SEGMENTS
RATHER THAN PRODUCTS
UNDERSTANDING
CUSTOMERS THROUGH
QUALITATIVE AND
QUANTITATIVE
RESEARCH