Although we see variations, there are four typical marketing organizational models into which most b-to-b organizations fall.
- CMO model. All (or the vast majority of) global marketing resources ultimately report to one leader.
- Business unit (BU) model. The majority of marketing resources report to BU leaders, leading to improved focus and effectiveness in differentiated units and the agility to address specific regulatory issues.
- Matrix model. Marketing is managed through a network of BUs, regional and central marketing, and other functions.
- Regional model. All regional and local marketing resources report to regional sales leaders, which lets the marketing organization focus on alignment and agility in new geographies.
The question is how the supporting marketing technology is managed among these four models. It can be tricky.