If we adopt the usual distinction between structure and organisation, what structure should be chosen to ensure maximum efficiency and the best possible results for the company? This is a question for any company, but it is particularly complex in the high-tech B2B/B2G company. There are many questions, even if we only consider those related to the market/product/competition sphere: should we structure ourselves by product or by market? How should the various technical skills required for products + services or complete solutions be structured and made to work together? Should R&D be centralised or decentralised, and more generally what should be centralised or decentralised? Is a marketing department needed or not? If so, what should it do? Should it only deal with communication/promotion or also with products? Who should be in charge of product plans, technical, marketing or both? Should there be “product managers” or “product owners” and with what scope of responsibility? If you operate by project, how can you structure the detection, commercial capture and implementation of projects?
There is no single answer to all these questions, as there is for all structuring issues, since what is important is not so much the structure adopted per se as the ability to make it work effectively.
This section explores and illustrates the issues of structures and positions in the high-tech B2B/B2G company.
In the B2C company, the role, importance and scope of a marketing department are well known and in a way almost “standardised” from one consumer company to another.
The product manager (or sometimes product owner, with some differences and abuses of language) is at the heart of the mechanics of the offer in technology. His role in practice is quite different from that of his counterpart in the general public.
The Technology Marketing Academy blog has been created by a group of consultants and trainers who collaborate for more than ten years with the largest B2B/B2G High Tech companies in France and abroad. ont enseigné dans les plus grandes Business Schools. Il est coordonné par Valérie BERTHEAU, Group Product Policy VP, Thales et Présidente, 3AED-IHEDN et par Michel PERRIN qui a enseigné le marketing technologique et le marketing digital à l’Executive Education d’HEC Paris durant près de 15 ans.
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