> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/company-strategy/how/organisational-design-people-and-tech.md).

# Organisational Design (People & Tech)

### What is it?

Organisational Design is the structural decisions a business makes about how its people and technology are configured to execute strategy. In the AoM, people and technology are treated as a single design question: how they work together determines whether strategy is executed or diluted. This includes the business's data and marketing technology capability: whether it can collect, connect, govern, and act on information across tools, with reliable tracking, dependable reporting, and sound privacy compliance.

***Also known as:*** Org Design, Operating Model, Organisational Structure, MarTech Capability, Data Infrastructure

### Why it matters

The way a business is structured either enables its strategy or resists it. When organisational design is misaligned with strategic choices, execution breaks down regardless of the quality of the strategy itself. The relationship between people and technology has become increasingly central to this question. Automation has been accelerating for decades, but the adoption of AI has compressed that timeline significantly. Businesses that design their organisational structure around people and technology separately rather than together are making a structural error that compounds over time.

### When it matters most

Organisational Design becomes critical during periods of significant growth, restructuring, or strategic change. It is also relevant when technology investment is not delivering expected productivity gains, when teams are duplicating effort or working at cross-purposes, or when the business is integrating an acquisition. The increasing pace of AI adoption has made this a more frequent and more urgent question for most organisations. It is also relevant when data and marketing technology cannot collect, connect, or activate information reliably, stranding insight in dashboards that do not inform decisions.

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### AoM Connected Tools

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No AoM tool has been mapped to this fundamental yet. Know one that fits? Recommend it. Free AoM registration required.
{% endhint %}

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