What is the ideal structure of modern marketing departments according to current trends?

The ideal structure of modern marketing departments emphasizes a focus on customer experience. This approach aligns with contemporary trends that prioritize understanding and enhancing the customer journey. Organizing marketing teams around customer experience allows for a more holistic view of customer needs and behaviors, fostering better engagement and satisfaction.

When the marketing department is structured by customer experience, it encourages collaboration between different functions—such as content creation, social media, and customer support—ensuring that all customer touchpoints are consistent and valuable. This structure enables teams to gather insights directly from customer interactions, which can drive more effective strategies and personalized marketing efforts.

In contrast, organizing by product type, delivery channel, or market share may maintain clarity in specific areas but can lead to silos that inhibit a unified strategy focused on the customer's overall experience. These other structures could limit the ability to adapt to the evolving needs of customers and may not fully leverage the insights that arise from cross-functional collaboration aimed at improving the entire customer journey.