{"id":625875,"date":"2021-09-02T13:57:00","date_gmt":"2021-09-02T18:57:00","guid":{"rendered":"https:\/\/www.capgemini.com\/?post_type=research-and-insight&#038;p=648423"},"modified":"2026-01-05T01:50:55","modified_gmt":"2026-01-05T06:50:55","slug":"redefining-the-marketing-organization","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/us-en\/insights\/research-library\/redefining-the-marketing-organization\/","title":{"rendered":"Redefining the marketing organization"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/no-no\/wp-content\/uploads\/2022\/02\/Capgemini_Research_Redefining-the-marketing-organization-e1643900141697.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/no-no\/wp-content\/uploads\/2022\/02\/Capgemini_Research_Redefining-the-marketing-organization-e1643900141697.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/no-no\/wp-content\/uploads\/2022\/02\/Capgemini_Research_Redefining-the-marketing-organization-e1643900141697.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/no-no\/wp-content\/uploads\/2022\/02\/Capgemini_Research_Redefining-the-marketing-organization-e1643900141697.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/no-no\/wp-content\/uploads\/2022\/02\/Capgemini_Research_Redefining-the-marketing-organization-e1643900141697.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/no-no\/wp-content\/uploads\/2022\/02\/Capgemini_Research_Redefining-the-marketing-organization-e1643900141697.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/no-no\/wp-content\/uploads\/2022\/02\/Capgemini_Research_Redefining-the-marketing-organization-e1643900141697.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/no-no\/wp-content\/uploads\/2022\/02\/Capgemini_Research_Redefining-the-marketing-organization-e1643900141697.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/no-no\/wp-content\/uploads\/2022\/02\/Capgemini_Research_Redefining-the-marketing-organization-e1643900141697.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Redefining the marketing organization<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/no-no\/wp-content\/uploads\/2021\/12\/CMO_Marketing-Organization-POV_2021-08-04_V06_PT.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download point of view<\/span><span class=\"type\">1 MB pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/no-no\/wp-content\/uploads\/2021\/12\/Infographic-Marketing-Organisation.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download infographie<\/span><span class=\"type\">1 MB pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/us-en\/insights\/research-library\/redefining-the-marketing-organization\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/us-en\/insights\/research-library\/redefining-the-marketing-organization\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">Senior management commitment, digital enablement, and a collaborative approach to change are the building blocks for a successful transformation that will ensure the marketing organization continues to be an enabler of business strategy, productivity, and creativity in the future workplace. <\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section--story-content article-body section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<p>From increasing digitalization to new work-from-home models, the world around today\u2019s marketing organization looks very different to that of just five years ago. To enable a brand differentiating customer experience with data-driven personalization and contextual engagement, the marketing organization needs to transform in tandem. We see three clear areas of focus in this context:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Experiencing senior management commitment<\/li>\n\n\n\n<li>Building an inclusive ecosystem<\/li>\n\n\n\n<li>Moving from chaotic to structured change<\/li>\n<\/ul>\n\n\n\n<p>We believe marketing organizations deliver best when they transform both their leadership and people to uplift employee engagement; when they jointly develop a collaborative culture and integration with their ecosystem \u2014 including their creative agencies; and when they provide a future-ready workplace that inspires marketing rock stars.<\/p>\n\n\n\n<p>In this opinion piece, we look at the challenges in more depth, including how leaders can break down operational silos and enthuse people in the process of change. We hear from marketing leaders, both within creative agencies and on the client side, and \u2014 with people at its core \u2014 we put change management and leadership firmly at the center of a new marketing organization.<\/p>\n\n\n\n<p>Download our PoV to learn more<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.capgemini.com\/no-no\/wp-content\/uploads\/2021\/12\/CMO_Marketing-Organization-POV_2021-08-04_V06_PT.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"> Redefining the marketing organization<\/a><\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-author\"><strong>Author<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image alignleft\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/no-no\/wp-content\/uploads\/2021\/09\/MicrosoftTeams-image-10-1.jpg?w=150&amp;h=150&amp;crop=1\" alt=\"\" class=\"wp-image-637279\"\/><\/figure>\n\n\n\n<p>Christof Ziegler is a Senior Managing Consultant, Transformation Excellence at Capgemini. He supports our clients in structuring their challenges and realizing their project and program outcomes.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Senior management commitment, digital enablement, and a collaborative approach to change are the building blocks for a 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