Brand? CRM? Data? Which functions should sit within marketing?
Does it matter whether data, insight or design sit within marketing, or is a focus on headcount just a distraction?
While it’s fair to say there’s no blueprint for the ideal team, are there certain functions that should always sit within marketing?
There are some things only marketing can own, argues Rachel Exton, vice-president of marketing at education company Pearson.
“Nobody else loves, cares and nurtures the brand as much as marketing and it has to have a home. It’s our job to build it brilliantly and get everybody on board with it,” she says.
