‘Which organisational structure would you choose for marketing and digital? (Redux)’ – ‘Econsultancy’ Blog

Neil Perkin says, “Who was it who said that we tend to view what’s possible in the future through the lens of the past? 

Ashley Friedlein, CEO and co-founder of Econsultancy, recently posted an insightful take on what a completely new organisational structure for marketing and digital might look like if you were to start with a blank sheet of paper.

Specifically, Ashley’s focus was (rightly) about a structure that was ‘fit for customer centricity’ and, in light of the importance of digital transformation to so many businesses, also embraced digital as fully integrated into the business.

His proposal was a perceptive take that brought together key customer facing functions (including sales, customer service, and marketing) under a ‘Customer Director’ who reports into a Chief Customer Officer on the board”.

Which organisational structure would you choose for marketing and digital? (Redux)

‘Econsultancy’ Blog