MANAGING A HOLISTIC MARKETING ORGANIZATION
FOR THE LONG RUN
KEYS TO EFFECTIVE
INTERNAL MARKETING
ORGANIZING THE MARKETING DEPARTMENT
FUNCTIONAL ORGANIZATION
MARKETING VP
MARKETING ADMINISTRATION
MANAGER
ADVERTISING AND SALES MANAGER
SALES MANAGERMARKETING RESEARCH MANAGER
NEW PRODUCTS MANAGER
GEOGRAPHIC ORGANIZATION
NATIONAL SALES
MANAGER
AREA SALES
MANAGER
AREA MARKET
SPECIALIST
“Companies like ‘Miami-Diado County’ hire market
specialists who focus on very specific regions”
PRODUCT OR BRAND MANAGEMENT ORGANIZATION
THE HUB-AND-SPOKE SYSTEM
2nd
Alternative:
PRODUCT TEAMS
*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
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
3rd
Alternative:
ASSIGN MORE PROJECTS TO A
SINGLE PROJECT MANAGER
4th
Alternative:
CATEGORY MANAGEMENT
MARKET MANAGEMENT ORGANIZATION
MARKET CENTERED ORGANIZATION CONSUMER MANAGEMENTORGANIZATION
“Companies like Xerox & HP centered
their businesses around market
rather than product”
MATRIX MANAGEMENT ORGANIZATION
COMPANIES HIRE BOTH PRODUCT AND MARKET MANAGERS
RELATIONSHIPS WITH OTHER DEPARTMENTS
Role of CMO:
1.
COORDINATE WITH
COMPNAY’S INTERNAL
MARKETING ACTIVITIES
2.
COORDINATING MARKETING
WITH FINANCE,OPERATIONS
AND OTHE RFUNCTIONS
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