target audience: TECH SUPPLIER Publication date: Jun 2023 - Document type: IDC Survey - Doc Document number: # US49385123
New Organizational Models for the Digital Experience Era
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Abstract
This IDC Survey addresses tech marketing organizational changes and new models for success in the digital experience era. This document examines the impetus behind the changes, objectives, new functionals, and models for the marketing organization. The document explores trends in organizational redesign, triggers for organizational changes, and top organizational factors contributing to and inhibiting marketing success. The document further explores new functional areas that marketing is assuming and trends in new approaches to break down organizational silos. This document is intended to help tech vendor executives adapt their organizational structure and the way the work of marketing gets done to successfully deliver expected business results.
"Marketing leaders recognize that the role and work of marketing is evolving as we enter the digital experience era. As James Clear states in Atomic Habits, You do not rise to the level of your goals. You fall to the level of your systems. A critical underpinning for marketing to achieve expected results is the organizational system to enable the work of marketing to get done in 2023 and beyond." — Laurie Buczek, research vice president, CMO Advisory Practice at IDC