Next Gen Marketing Teams: From Silos to Systems

Automation has revolutionized marketing. It has brought new insights, capabilities, and methods of engagement. It has demanded new skills, thrust us into the omni-channel universe, and opened new levels of visibility and accountability. But these are all ripples in the pond, so to speak, only the most immediate after effects of a rather large splash down. The most profound change is just beginning to be felt. Automation has introduced the notion of an enterprise customer creation process, a horizontal function that cuts across all marketing activities. Effectively implementing and managing this process requires next generation marketing teams to be much more integrated and coordinated. 

Despite its mystique as a freewheeling, creative and dynamic function, corporate marketing is in reality a deeply fragmented hierarchical organization. Specialists typically function in separate domains moving from project to project with great urgency, rarely having time to consider the big picture. The need to be highly responsive to changes in direction has created a culture adverse to structured workflows. However, as marketing automation solutions consolidate into an enterprise system, a diverse set of marketing roles, process definitions, and data structures are brought together. In response, marketers are beginning to redesign their organizations around workflows instead of activities. Rather than having social, web, advertising, content, partner, analytics, systems admin, etc. in separate organizational buckets, these roles are being reformed into cross functional teams responsible for executing entire campaigns. 

Marketing solutions are starting to be designed around a multi-disciplinary community model. Adobe's marketing cloud offers a collective view of the campaign workflow for each member of the team and unique workspaces for the various roles in content production, campaign management, analytics, etc. Each member can see what contributions have been made and why. They can communicate in real time on key issues and how they affect the overall process. IDC expects this trend to become pervasive. Providers such as Salesforce.com, Oracle, IBM, SAP, and others are driving their solutions around a vision of the "customer facing ERP" which integrates all customer facing functions in what will most likely be a hybrid cloud for managing customer experience. The implications for organizational design will be significant and CMOs should start instilling the culture of workflow based communities as soon as possible.