Together or separate: the conundrum of marketing and development departments
Terry Richey
In the same week, we were asked twice for advice about whether marketing and development departments should be combined or separate. Ironically, one of the organizations had three staff in marketing and development and one had more than two hundred. The question of what works best persists despite the size of the teams. Many organizations move back and forth between models over time.
The right answer to this common question is elusive because it really depends on your revenue strategy and the culture you want to establish. However, the decision is often made on personnel, political, or budget reasons without a clear picture of the strategy underlying the decision. We do have some thoughts on how you can evaluate whether to combine these disciplines or manage them separately.
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