Scaling the new marketing organization
What’s the best way to scale marketing? When marketing grows beyond one person, how do you divide up the work? This is one of the key strategic decisions the CMO makes, as the architecture of the marketing organization shapes its strengths and weaknesses. As my operations professor at MIT often said, “structure dictates behavior.” The most common way of organizing marketing has been a hybrid of three kinds of divide-and-conquer approaches: by product (and overall …