Here different skills are learned, so that by the time aspiring marketers reach board level they are assumed to have developed these skills on their route to the top. Obviously, the smaller the company the fewer the staff, and therefore, marketers would have to take on more matrix roles as well as their brand responsibility. In a very small enterprise, outsourced agencies or consultants would be enlisted.
THE MATRIX STRUCTURE IN MARKETING
There is an argument that the whole company has both internal and external customers, not just the marketing department. Add to that a company-wide mission and suddenly everyone from the cleaner to the chief executive is involved in marketing. In practice, of course, the mental picture of an accountant wishing to live the brand values of the organisation and delight their marketing budget holder with exemplary service may seem far-fetched. Similarly, the IT department's speed to service might not fit the wants and needs of a front-line operator in customer services. One of the greatest inhibitors in a call centre, for instance, is screen downtime.