Internet Marketing Team Structure
What is the best organization structure for a multi-channel retailer (catalog, internet, brick and mortar)?
We are a pureplay transitioning to catalog and brick and mortar. We expect to have 30-100 stores and will start the catalog division mailing mostly our existing customers. The question that I have is primarly relating to how to structure the marketing/sales group. I would love to hear how other multi-channel retailers with sales between 30M and 100M have structured their teams and related pro/cons that they have encountered.
The standard format in England is that you treat each channel as almost a seperate business. They have their own infrastructures based on the needs of each channel as they operate in very different ways. THe Channel Manager is in effect an account manager with operational control of the accounts, with internal operations managers providing the day to day operationsal management.
I am talking about mega billion quid retailers to be honest, I do not have much expierence of the smaller things, I am sorry!
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