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Built for Specialization, not for Buyer Needs: The Problem with the Traditional Marketing Org Chart
Throughout the pandemic, my mother has made a hobby of rearranging the drawers in her kitchen. Each time we pay them a visit, the silverware has been switched with the measuring cups. The plastic baggies with the spatulas - you get the idea.  She is searching for the arrangement that will maximize productivity in the kitchen. (At the expense of my Dad’s sanity, but I digress.)  One can say the same about the most popular construction of the marketing organization. Organized for efficiency and specialization, but counterintuitive to the ultimate objective (buyer-centric marketing).
By: Ashley Shailer
VICE PRESIDENT,
MARKETING
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