Few other functions interact as frequently and broadly across the organization as marketing does.

At the same time, marketers must adopt new tools, channels, and ways of working—ones that are vastly different from those of just a decade ago. Despite these evolving demands, many marketing organizations still rely on an “engine” built for a bygone era—one defined by lengthy content development processes and a limited ability to test, iterate, and optimize. This engine is what we call the Marketing Operating Model.

The role of a Marketing Operating Model is to connect strategy with execution by ensuring the right work gets done by the right people, using the right processes and technology.

In this webinar, we’ll explore key trends in Marketing Operating Model design, offer practical guidance on how to develop one, and share real-world examples from peers who have successfully gone through the transformation.