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Marketing operations 2.0: Defining the new organizational structure

“Unless structure follows strategy, inefficiency results.” Alfred Chandler As marketing operations (MO) capabilities mature, it’s up to the MO leader to modify the organizational structure to ensure it’s meeting current and future marketing strategies and goals. Nothing says commitment like an…


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The perfect structure for managing profitable shopping ads

…is the “Grip” structure (Groups of individual products). The reason I advocate for using the Grip structure is that it allows you to set the right bid for each product based on its unique performance. There are a few reasons many advertisers don’t deploy shopping structures that are this granular:…

Organizing for Martech: Re-examining modern marketing

…or tomorrow. With the rapid infusion of technology into the marketing organization, tensions between marketing and IT are inevitable. How do you structure marketing to manage martech? What skills do you look for….or even need? How do you foster collaboration across groups in this new environment?…

Becoming customer-centric: A tale of a changing MO organization

…aligning organizational structure to strategy. I have been fascinated with the various organizational charts for the marketing ops (MO) function and have written a few articles on the topic. In this article, I’d like to highlight how one particular MO org structure changed over time in response…


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Should PPC agencies be scared of automation?

…key areas: Campaign structure, bidding and scripting. Campaign structure Automation will continue to change the way we manage campaign, ad group and even ad-level structure. Long gone are the days of unmanageable-sized accounts with incredibly granular RLSA vs. non-RLSA structures and thousands of…

What’s better than a marketing tech stack? Your marketing org stack

…Organizational Structure, by Jascha Kaykas-Wolff, who was CMO of Mindjet at the time (he’s now the CMO of Mozilla). Modern marketing organizational structure @kaykas – jascha kaykas-wolff from Jascha Kaykas-Wolff And the folks over at HubSpot published The CMO’s Guide to Marketing Org Structures a…


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