Marketing is becoming increasingly complex and diverse. This means that traditional silo structures within marketing are no longer efficient or effective in allowing marketing to align and co-ordinate with the various stakeholders within the organisation and external to the organisation. They are also not able to effectively manage across silos to deliver effective and consistent brand management or the efficiencies of the economies of scale. This proposes a matrix structure for marketing that can be customised to the requirements of each organisation and their marketing needs. This involves defining product or customer segments and then channels to reach those audiences is overlaid across these. But the success in this model is not in the structure but the implementation to ensure each of these works together and focuses on delivering the overall benefit.