TMI: The Shifting Shape of the Marketing Organization – Emerging Roles for 2020


The traditional corporate marketing organization as we know it is evolving, particularly as changing roles come to the forefront in response to new marketing demands. What can we expect in 2020 and beyond?

Here are several good articles which address the trends that are transforming traditional marketing titles and creating new opportunities for outsourced consulting firms:

The Changing Role of Chief Marketing Officer to Tomorrow’s CEO: CMOs will become increasingly more influential as they master the challenge of managing the customer lifecycle in order to improve retention, loyalty and drive measurable bottom line improvements. Winning in the age of the customer requires CMOs to champion this transformation, and those who are leading organizational and cultural change, process redesign and data and business technology alignment are poised to excel. According to Forrester Research, 40% of B2B marketers and 41% of B2C marketers see themselves as working toward CEO roles.

The Changing Structure of Marketing Departments in the Age of Disruption: As companies become more customer-centric, CMOs are tearing up their org charts and rethinking how the marketing function should be woven throughout the business. Instead of being siloed, there’s a growing push for tighter integration between marketing and sales, marketing and product and marketing and customer service. The PR, brand, product marketing, demand generation and field marketing roles are beginning to blur and merge. For example, the content that PR drives can be leveraged by demand gen, and the messages created by product marketing should be unified under the corporate brand.

The 7 Core Roles of a 2020 Content Marketing Team: Content is the new king, and more marketing departments are transforming themselves into publishing organizations. We’ll start seeing the rise of a dedicated content marketing team whose newly emerging titles include chief content officer; content strategy director; content traffic, planning and project manager; content production director; audience development manager; influencer wrangler; and technical content manager, to name a few.

5 Digital Marketing Roles Your Team Needs for Scalable Success in 2020: Without a proper digital marketing strategy, organizations will be unable to compete and thrive in the next decade. Marketing departments must ensure that they have the right blend and balance of digital marketing skills to scale, but that doesn’t necessarily mean hiring new headcount. In some cases, hybrid roles – such as a technical content manager shared between the marketing and IT departments – are evolving, while others are being filled through outside agency support with supplemented digital responsibilities.

Your Get-it-Done Guide to Content Creation Outsourcing: A newly released survey from Content Marketing Institute says 50% of marketing departments outsource at least some of their content marketing, with content creation topping the list of outsourced content marketing activities (84%). Check out these tips on ways to augment your in-house team with contracted talent, including how to find, vet and onboard the right partners to support your content marketing needs. (Tip: we can help with this!)

Marketing roles and responsibilities will continue to morph with the influx of digital and content-driven strategies. How is your marketing organization preparing for this shift?  We’d love to hear from you via TwitterLinkedIn or Facebook.

Need strategic guidance or extra resources to support your future-facing marketing campaigns? We can help. Learn more about our services here and reach out with any questions, we’d love to chat!


Kristin Fayer




Author: Kristin R. Fayer, Senior Vice President


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