How should a modern marketing department be structured?

This is a bit of a rhetorical question, partly because there is no one-size-fits-all answer (hang in there, there will be some actual, proper content in this article) and partly because Econsultancy has already made a decent fist of answering this question (download our truly excellent and detailed new report, A Guide to the Modern Marketing Model and Organisational Structures).

Anyway, I'm here to offer you a preview of said report, and specifically to mention the six proposed organisational structures fully visualised and discussed within.

These structures are not easy to define, given the lines between marketing, PR, advertising, ecommerce, tech, operations, product, design, sales and customer service can blur. Before we get on with it, I should mention that the report also attempts to define customer experience, content and data, splitting them out into respective domains, activities, functions and roles.

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