Gartner： 2023营销组织优化策略研究报告（英文版）（9页）.pdf

1、Gartner for Marketing LeadersThe Future of Marketing OrganizationsRethink Marketings Organizational Structure and ResponsibilitiesSally Witzky Sr Director Analyst2Gartner for Marketing Leaders Follow Us on LinkedIn Become a Client The Future of Marketing OrganizationsPublished 28 February 2022 ID G0

2、0766765Following a period of disruption,CMOs centralized their marketing organizations to alleviate operational problems,and grew their teams despite a challenging talent environment.Gartners Marketing Organization Survey captures the state of the function as it adapts to unprecedented change.Sally

3、Witzky Sr Director Analyst3Gartner for Marketing Leaders Follow Us on LinkedIn Become a Client The Future of Marketing OrganizationsData SnapshotFigure 1:CMOs Further Centralize Their Marketing Organization Structuresn=203 marketing leaders.Base sizes vary by business model Q:Please select the best

4、description of your Marketing function structure as it existed 12 months ago and as it exists today.Source:2022 Gartner Marketing and Communications Organization SurveyMarketing Function Structure:Today vs.12 Months AgoPercentage of RespondentsFully Decentralized Mostly DecentralizedHybrid Organizat

5、ionMostly CentralizedFully CentralizedBiggest shift to“fully”centralized structure among B2C CMOsTotal Respondents22%37%24%25%30%46%11%44%43%23%41%27%33%16%57%25%27%26%27%29%30%32%25%16%4%11%5%16%5%3%13%3%3%4%3%3%5%0%50%100%12 Months Ago12 Months Ago12 Months Ago12 Months AgoTodayTodayTodayTodayB2BB

6、2B/B2C HybridB2C2%2%2%Data InsightsWhile the turmoil of the early 2020s has faded,Marketing continues to face significant disruption.Increased enterprise costs,squeezed marketing budgets and the continued repercussions of the Great Resignation capture just a few of the concerns facing CMOs as they e