Brand? CRM? Data? Which functions should sit within marketing?

Date: November 26, 2024

Brand? CRM? Data? Which functions should sit within marketing?

Does Team Structure Matter for Marketing Effectiveness?

The Debate Over Function Ownership

The question of whether data, insight, or design should sit within marketing teams or elsewhere has sparked much debate.
While there’s no universal solution, the structure of a marketing team can significantly impact its effectiveness and the way it drives business outcomes.
Many organizations have experimented with cross-functional teams, but the role of marketing leadership remains critical in aligning various functions to achieve brand goals.

The Role of Marketing in Building and Nurturing the Brand

Marketing’s Unique Responsibility

Rachel Exton, Vice President of Marketing at Pearson, argues that marketing is uniquely suited to own the brand-building process.
Marketing teams are deeply invested in nurturing the brand and ensuring it resonates with the right audience. This passion and commitment to the brand are hard to replicate outside of the marketing function.
“Nobody else loves, cares, and nurtures the brand as much as marketing,” Exton emphasizes, highlighting the deep connection that marketing professionals often have with the brand they represent.

Brand Ownership and Cross-Department Collaboration

While marketing should take ownership of brand-building, effective marketing is not done in isolation.
Pearson’s approach includes collaboration across departments, but the core responsibility of building and nurturing the brand lies with marketing.
The challenge is aligning all departments—whether they focus on design, data, or insight—to work together toward a common vision for the brand.

Should Data, Insight, and Design Be Part of Marketing?

The Case for Integrating Data and Insight

Marketing today is heavily data-driven, with insights playing a crucial role in shaping strategies and decisions.
Some argue that data and insight should sit within marketing because they are essential for understanding customer behavior and refining campaigns.
Data-driven insights allow marketers to make more informed decisions and optimize their efforts in real-time, ensuring marketing strategies are agile and effective.

Design as a Core Element of Marketing

Design is increasingly becoming integral to marketing, especially in digital-first strategies where user experience, aesthetics, and brand consistency are paramount.
While design may also have cross-functional relevance, keeping it within marketing ensures it remains aligned with brand messaging and customer-facing materials.
Pearson’s marketing team, for example, recognizes that great design isn’t just about visual appeal—it’s about delivering the brand’s message in a way that connects with the audience.

Focus on Outcomes, Not Just Headcount

Headcount vs. Impact

The emphasis on headcount can sometimes distract from what truly matters: the impact of the team’s work on business outcomes.
Whether a function sits within marketing or not, the focus should be on how well it supports the brand’s goals and contributes to customer engagement, loyalty, and overall business performance.
A strong, focused marketing team can amplify results, but success is ultimately about collaboration and alignment across departments.

The Importance of a Holistic Approach

Teams should not operate in silos. Cross-functional collaboration is essential for marketing to succeed, particularly when it comes to integrating insights, data, and design into campaigns.
A holistic approach to marketing ensures that every element, from creative design to data analytics, works together seamlessly to reinforce brand messaging and drive customer engagement.

Conclusion: Marketing’s Central Role in Brand Building

While there’s no one-size-fits-all approach to structuring marketing teams, certain functions—such as brand ownership—should remain central to marketing. Data, insight, and design play critical roles in the modern marketing landscape and can significantly enhance the brand-building process when integrated effectively. However, success depends on collaboration and alignment across departments, ensuring that marketing teams work toward a shared goal of driving brand value and business growth.