While the previous versions of this awards program encouraged marketers to share visualizations of their The” stackies: org edition>. Here are all 12 entries (you can click on any of them for a larger, high-resolution version of their “org stack” graphic):
above graphic. Arguably, it’s more of a
org stack above builds on that by mapping the different functional areas of marketing and where they operate on the Run-Do loop. On the “Run” side: Marketing & Sales Performance Management and Marketing Operations. On the “Do” side: Product Marketing, Customer Marketing & Advocacy, Demand Gen, Content, Digital, and Buzz.
Again, there’s a tight connection between marketing and sales — with the customer at the center — through joint Marketing & Sales Performance Management.
org stack entry above carries on that fine tradition, beautifully illustrating the different facets if their marketing organization, structured around the customer journey, in a cool pinwheel metaphor: know, like, trust, buy, and repeat. I like how they’ve connected their tech stack as the backbone supporting that pinwheel.
Continuing the theme I keep highlight: the whole purple quadrant in the upper left is focused on harnessing post-sale customer experience.
Dun & Bradstreet
one” of the first three companies to enter this awards program> with the above org stack. (Thank you!)
My favorite part of this org stack is the focus on “tiger teams” — cross-discipline teams that hone in on specific customer segments. It’s a brilliant way to break out of functional silos and focus on the customer. Martech staff embed themselves in these teams
New England Journal of Medicine Group
Not all the entrants were technology companies. I was thrilled to see their org stack with us.
It’s fascinating to see how they’ve structured marketing around six interconnected centers of excellence (COE): Customer Experience, Strategy & Planning, Brand Strategy & Management, Engagement, and Marketing Systems & Technology.
I really like the mission of the Marketing Systems & Technology COE: design and manage their marketing technology ecosystem and ensure that customer-facing marketing systems result in superior customer experience.
Again, going back to the common theme I want to highlight: I think it’s fantastic that they have an entire Customer Experience COE. I think it’s important to note that it’s different than their Engagement COE. One looks at experiences through the eyes of the customer (advocate!), the other through the eyes of the marketer (optimize!).
Boardview.io actually has an incredible blog post on a series of martech stack canvases that they designed — a collection of brilliant ways to visualize a blend of technology architectures and organizational capital in marketing. They’ve been a big champion of agile marketing, and it shows in the way they think about the interplay between these forces.
Last but definitely not least, I want to thank B2B Marketing Flywheel org stack.
I think this is an excellent framework for organizing a modern B2B marketing organization, based around four key clusters of capabilities: Product Marketing, Demand Generation, Sales Enablement, and Brand/Reputation Building. Todd details the key activities he sees within each of these groups, and also shows how they link to other departments.
Appropriately, we close with the theme-of-the-year: connecting marketing, sales, and product together.
The Winners & $5,000 Donation to Women Who Code
We selected five winners from these entries to receive Stackie trophies at our opening ceremony on Monday evening.