MarTech Organization Stack Dun & Bradstreet.

dnb_org_stackFrom Marketing Tech Advisor: I am excited to share with you one of the first entries to The Stackies: Org Edition awards. Rishi Dave, the CMO of Dun & Bradstreet, and his team just shared with me their “org stack” graphic above (click for a larger version).

This is a terrific example of the kind of illustration that we’re hoping people will contribute to The Stackies. It reveals the five major functions of the marketing organization as seen from the CMO’s chair:

  1. Comms & PR
  2. Integrated Marketing
  3. Demand Gen & Operations
  4. Channel Marketing
  5. Insights & Analytics

They then provides a deeper look into the structure of that Demand Gen & Operations function, which is where the martech team operates. It’s great to see martech viewed as an enabler across the entire demand gen pipeline — and as a peer to capabilities such as content and analytics.

They zoom in one level deeper to also show how martech usually collaborates on tiger teams with people with other specialties across marketing to focus on particular customer types, addressing needs throughout the customer lifecycle for different segments and personas.

I love the Tiger Team approach!

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