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市場調查報告書

有效的行銷組織:最適合的設計和實行的考察和指導

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

出版商 IDC 商品編碼 350987
出版日期 內容資訊 英文 23 Pages
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有效的行銷組織:最適合的設計和實行的考察和指導 The Effective Marketing Organization: Insights and Guidance for Optimal Design and Execution
出版日期: 2016年01月18日 內容資訊: 英文 23 Pages
簡介

本報告提供IDC CMO Advisory Service的,IT供應商社群內的行銷組織的設計和結構的目前趨勢相關驗證之系統性資訊。

IDC的見解

調查概要

概況

  • 行銷組織的設計分析的出發點
  • 組織圖範例:各供應商規模、部門
  • 組織和預算的能見度:CMO和CMO的職位
  • 採用新的行銷能力
  • 組織對新行銷能力的顧慮事項

未來展望

目錄
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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