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We increasingly see resource moving away from traditional marketing communication activities and towards the more focused areas of sales enablement, customer intelligence and relationship management. This, together with the changing buying cycle and the increasingly active area of social media, means that the marketing organization model, structure, and competencies that we know today are set to change.

In this online briefing David Edelman of McKinsey & Company considers the impact of digital marketing on the needs of the wider marketing organization; Peter O’Neill of Forrester discusses the balance between global and local marketing; and John Lenzen of Tata Consultancy Services (TCS) explains some changes that are underway within his own organization.