F10-07·F10 — Marketing Organisation
The Marketing Team as System
The productive tension
Specialist depthandgeneralist breadth
The synthesis
A marketing organisation is neither a stack of specialists nor a team of generalists. It is a system of T-shaped capability — deep specialists in key disciplines plus generalist integrators who translate across functions. The evidence-based marketer designs decision rights and coordination rituals explicitly, because the team is a system, not a stack.
Learning objectives
- →Define T-shaped capability in a marketing context
- →Identify the seven core capabilities in a modern marketing stack
- →Distinguish between hiring for capability and designing decision rights
- →Apply cross-functional coordination rituals to silo-busting
- →Recognise the capability gaps in typical marketing teams
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