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効果的なマーケティング組織:最適な設計と実行の考察とガイダンス

The Effective Marketing Organization: Insights and Guidance for Optimal Design and Execution

発行 IDC 商品コード 350987
出版日 ページ情報 英文 23 Pages
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効果的なマーケティング組織:最適な設計と実行の考察とガイダンス The Effective Marketing Organization: Insights and Guidance for Optimal Design and Execution
出版日: 2016年01月18日 ページ情報: 英文 23 Pages
概要

当レポートでは、IDC CMO Advisory Serviceによる、ITベンダーコミュニティ内のマーケティング組織の設計と構造の現在の動向について検証し、体系的な情報を提供しています。

IDCの見解

調査概要

概況

  • マーケティング組織の設計分析の出発点
  • 組織図の例:ベンダー規模別、部門別
  • 組織と予算の可視性:CMOとCMOの役職
  • 新しいマーケティング能力を取り入れる
  • 新しいマーケティング能力に対する組織の懸念事項

将来の展望

目次
Product Code: US40868915

This IDC Insight from IDC's CMO Advisory Service examines current trends in the design and structure of marketing organizations within the IT vendor community. IDC has undertaken this new research because we observe that a vast majority of tech CMOs and their senior teams are taking various measures to redesign their organizations to include a necessary new set of marketing "motions." There are several new competencies that most CMOs are striving for today: a greater degree of data-driven customer-centric marketing, greater content marketing proficiency, pervasive digital and social engagement, more robust intelligence and analytics, sales enablement and alignment, and new competencies for loyalty and advocacy marketing.This document includes many examples of current-state marketing organization design and IDC insights as to the effectiveness and limitations of current structures. From that starting point, IDC then provides guidance and insights on how to fold in the five new marketing competencies of today's modern marketing organization.

IDC Opinion

In This Insight

Situation Overview

  • The Starting Point for Marketing Organization Design Analysis
  • Examples of Organization Charts by Vendor Size and Sector
  • Organizational and Budget Visibility: The CMO and the Office of the CMO
    • Centers of Excellence
    • Shared Services
  • Weaving In New Marketing Competencies
  • Organizational Considerations for Selected New Competencies

Future Outlook

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