Five recommendations and one warning about B2B marketing org structure

I’ve been asked more often than usual the last couple months for advice on how to organize a modern B2B marketing department.  With the growing complexity of marketing itself in today’s B2B buying landscape, many CMOs are appropriately grappling with how to organize their teams to best match that complexity.
There isn’t one answer for everybody, but here are five recommendations (followed by one caution) to help guide your thinking:
1. Designate someone to own the Voice of the Customer
When I say “customer” in this context I mean both existing customers and prospects.  Someone (or a team or people depending on the size and complexity of your company and go-to-market strategy) needs to own the Ideal Customer Profile (ICP) as well as the key personas that make up the internal buying committee at those current & potential customers.
Ideally this person spends as much time as possible directly in front of customers and