How were marketing departments structured before the shift to customer-centric models?

Before the shift to customer-centric models, marketing departments were often structured by delivery channel. This structure focused on the means through which marketing messages and campaigns were delivered to customers, such as print, digital, television, or direct mail. Each channel had specialized teams that concentrated on optimizing effectiveness and efficiency within that specific medium.

This approach prioritized the logistics and processes associated with each channel rather than the needs and behaviors of the customers themselves. As a result, the marketing strategy could become fragmented, lacking a cohesive view of the customer journey across various touchpoints.

Transitioning to a customer-centric model, however, has emphasized the importance of understanding and addressing customer preferences and experiences, leading to a more integrated approach that can engage customers more effectively across all channels. This structural evolution reflects a broader trend in marketing toward prioritizing customer relationships and personalization.