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Marketing Operating Models
The short answer
A marketing operating model defines how marketing work gets done: which activities are handled in-house, by agencies or by fractional specialists, how teams are structured, how work flows from brief to result, and how performance is governed. XDO designs the model, then helps you put it into practice.
Who it’s for
CMOs and marketing leaders restructuring teams, bringing work in-house, re-scoping agency relationships, or adapting the organization for AI-enabled ways of working.
Problems we solve
- Unclear boundaries between in-house teams and agencies
- Slow, manual handoffs between strategy, creative and production
- Roles built for yesterday's channels, not today's mix of data, content and automation
- Costs that grow faster than output
What you get
- Current-state assessment of structure, skills, cost and workflow
- Target operating model with roles, responsibilities and decision rights
- In-house versus agency versus fractional sourcing recommendation
- Workflow and briefing standards, including AI-assisted steps
- Transition plan with sequencing, hiring and change management
How we work
- 01Map how work really flows today
- 02Design options and compare cost, speed and risk
- 03Pilot the model on one team or program
- 04Scale and adjust with clear success measures
Frequently asked questions
What is a marketing operating model?
It is the blueprint for how a marketing function is organized and runs day to day: structure, roles, processes, technology, partners and performance management, all aligned to business goals.
Should we bring marketing in-house or keep an agency?
It depends on how strategic the work is, how steady the volume is, and whether you can attract and retain the talent. Most companies end up with a hybrid model. We compare the options on cost, speed and control before recommending one.
How does AI change a marketing team's structure?
AI shifts effort from production toward strategy, data and quality control. Roles for briefing, review, automation design and measurement grow, while manual production tasks shrink. The model should be redesigned around that shift, not patched.
Want to talk it through?
A short call with a principal. We reply within one business day.