F10-08·F10 — Marketing Organisation
Integration: the marketing organisation
The productive tension
In-house controlandexternal expertise
The synthesis
The Marketing Organisation is a designed system, not an org chart. It treats in-housing as a capability question, not an ideology, and matches fee structures to the nature of the work. It invests in briefing and feedback as disciplines, respects agencies as interventionists who earn the right to challenge, hires T-shaped talent, designs decision rights explicitly, and treats the boundary between client and agency as a choice worth making deliberately. The marketer builds capability that outlasts them, not campaigns that end with the budget cycle.
Learning objectives
- →Name and describe the Marketing Organisation as an integrated system
- →Synthesise the seven prior lectures in the F10 module into one framework
- →Distinguish capability-led org design from chart-led org design
- →Evaluate real firms against the Marketing Organisation criteria
- →Articulate a career argument for marketing leaders as organisation builders
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