What kind of marketing team management model is better for your business?

Are you a full-time email marketer in your business? What is the position of the mail marketer in the enterprise organization? What model does your business adopt to manage email marketing and cross-channel marketing teams? In large enterprises with multi-brand lines of business, there is no consensus on the centralized management and non-centralized management of the marketing team, and indeed every management model and method has its pros and cons.

A centralized marketing management team

In this mode, the email or CRM team is organized as a center of excellence. Team as a unified internal mail agent, from brand promotion to operation operation, send mail and other important matters are controlled by a unified team, the team needs to serve all lines of business, the brand sub-category, customer segmentation needs. The benefits of this model are:

Customer Focus: When a team arranges for the coordination of all customer communications, it is easy to manage all customer feedback responses resulting from all incoming information and measurement of all different mail messages from the enterprise. This is beneficial for sharing and co-ordinating the use of customer information that would otherwise be inter-departmental, and conversely, the valuable information from different sources may be overwhelmed by the various obstacles to abandonment.

More efficient: Because corporate communication is managed through the same team and technology, the use of resources and technology will be more effective.

Powerful: Due to the concentration of expert management focused on this area, the marketing communication under their responsibility will have good best practice experience, coupled with positive pressure from the internal "customer", this model creates a favorable and innovative natural environment.

Decentralized Marketing Management Team

In this model, communication is managed by a single sub-brand or by marketers within each line of business, rather than relying on a centre of excellence for marketing communication. The benefits of this model are:

Brand expectations are clearer: in this model, teams can better match their expectations of the brand to their customers. From the perspective of the enterprise, the team may lack complete visibility and global perspective on the overall information received by the user. By sending plans, monitoring outputs, and analyzing results to the center of Excellence, the marketing practices of a single brand or line of business may be avoided and lost in direction.

Flexible ability: When a sub-brand decides to send a message, also responsible for sending information, if there are urgent marketing messages that need to be sent immediately, then this decentralized management mode can avoid blocking conflicts and various communication negotiations, to more flexible and agile processing of emergency marketing communications events.

From the practice of many customers, the author thinks that the centralized model is more effective than the decentralized operation, the centralized mode also seems to put the customer needs in the forefront, and this may be because the author advocates to avoid excessive interference from the enterprise, and create the output of a unified brand marketing communication claims related to demand, and it is conducive to the author of cost control. However, Webpower, the world's leading multi-channel intelligent Marketing Service agency, believes that the benefits of centralized mode do not mean that decentralized models are wrong, based on the adaptability of enterprise organizations, and the pros and cons of each approach, make reasonable choices, and even enterprises can take a hybrid management model. While it is important for businesses to operate as a marketing entity, allowing each line of business to budget and pay for any technology and capabilities that can improve their effective functioning will also be considered.

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What kind of marketing team management model is better for your business?