How to design the marketing organisation of the future: Organising around the customer experience

This report shares ideas and examples which will help organise marketing teams around the customer experience, building on learning from 120 of the world's leading organisations.
  • Technology has changed how people live, and that means that brands need to provide good experiences to achieve profitable growth.
  • The marketing function needs to be re-imagined to do this, working across the organisation to bring the consumer perspective into every area of the business.
  • Examples from brands include Pernod Ricard, the alcoholic drinks company; Coca-Cola, the soft drinks company; AstraZeneca, the pharmaceuticals giant; and P&G, the consumer goods company....

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