If you’re wondering if the structure of your marketing organization is the right one, you’re in good company. SiriusDecisions’ 2016 Global CMO Study revealed that to support their organization’s growth strategy, 86 percent of the more than 270 global b-to-b marketing leaders surveyed plan to make changes to their marketing orgs over the next two years.
However, wanting to change, planning for change and being adequately equipped to execute change are entirely different things. Unless you belong to the rare breed of marketing leaders who actually find organizational design fun, dealing with these efforts can feel like a time-consuming, challenging and disruptive chore.
The challenges associated with organizational design can often be traced back to the approach. Many b-to-b organizations lack a thoughtful, systematic approach to organizational design decisions. In the absence of a structured, data-driven approach, the process can become cluttered with a myriad of things, including ill-defined objectives, personal agendas, internal politics and resistance to change. Avoiding these and other organizational design land mines requires a strategic approach.
The answer to the problem is the “eight Cs” of effective organizational design:
What does the number 8 have to do with organizational design? Simple. It symbolizes harmony and balance, the ability to make decisions, and abundance and power. SiriusDecisions’ “The 8 Cs of Effective Organizational Design” model provides our clients with a structured approach to the organizational design process that ensures decisions are made in the context of the organizational growth objectives and considers the key phases, activities and deliverables that drive effective organizational design.
If you are planning a redesign of your marketing organization, let the eight Cs be your guide. This methodical, strategic approach will help solve for many of the challenges inherent in organizational design and also enable data-driven decisions that create a balanced and harmonious marketing ecosystem and optimize performance.
Jennifer Ross is Senior Research Director of Marketing Leadership Strategies at SiriusDecisions. Throughout her 20 years as an executive-level marketer, Jennifer has employed integrated, multi-channel inbound/outbound marketing campaigns to generate demand, increase brand identity and awareness, and drive business growth. Follow Jennifer on Twitter @Jenross17.