How_to_Restructure_a_Marketing_DepartmentIs your marketing structure the right one? The CEO is cutting the marketing budget. This includes headcount reduction. The CEO also wants more from the marketing team. You’re constantly trying to justify expenses and prove the return on marketing investments.

 

A budget cut now? The pressure continues to mount as you face these challenges:

 

  • Evolve the legacy marketing team to be more customer centric
  • Continue to transition new capabilities into marketing
  • Redesign marketing processes and overcome the lack of integration

     

Upgrade or implement technology solutions to keep pace with sales and market demands

 

What we typically hear:

We literally have to redefine everything we do. It means new processes and technology that were not part of marketing before

 

We can no longer be perceived as a cost center. It’s about growing revenue. We have to play a bigger role in the revenue growth of the organization.”

 

There are huge gaps between the marketing team I need and the one that I have – we need to evolve

 

You’re riding with the “fear” now. During the transition you have:

 

  • Poor marketing results in the form of influence metrics and SQLs to sales
  • Concerns about a job loss leading to career regression
  • Inability to prove a return on marketing investments

     

The difficulty in any structural redesign is where do you start? We recommend the following 3 phase approach.

 

  1. Marketing capacity assessment (time study)
  2. Project Prioritization
  3. Marketing team optimization or structural redesign

     

This post is part 1 of a 3 post series addressing each of the 3 phases.

 

Phase 1: The marketing capacity assessment starts with the “Marketing Team Capacity Assessment Tool”. You can’t start a structural analysis without first developing a baseline.

 

Marketing_Team_Capacity_Assessment_Tool Why Use the Tool?

Understanding what the current state is and where time is wasted is step 1. In many cases, this is the step most frequently ignored. Too often marketing capacity is a gut check. Capacity planning is often simply a matter of adding heads as you add projects.

 

Leveraging a time allocation analysis provides you more data-driven decision making capability. In many cases, 40% of marketing time is consumed by unplanned projects. These are projects or activities that don’t show up on the marketing plan at the start of the year.

 

Identifying where your marketing capacity is being utilized or wasted is the first step. Adding a program-based component to the analysis defines the capacity gaps and/or gulfs. The tool can easily be modified to adjust to your marketing team’s time categories.

 

How This Tool Helps

The tool provides a wide range of benefits. Here are top reasons to take advantage of this tool:

 

  • Identifies areas of over-allocation of time
  • Highlights program efficiency opportunities
  • Provides actual program/project support requirements
  • Determines marketing capacity in the form of time
  • Identifies processes and technology inefficiencies and/or opportunities
  • Highlights individual and team role corruption

 

Results of Utilizing the Marketing Capacity Assessment Tool

Here are the results you can expect to achieve when you leverage the tool:

 

  • Ability to clearly define the time requirements by program
  • Provides the basis for ROMI (return on marketing investment)
  • Supports the true program/project budget requirements
  • Allows for true program cost relative to Phase 2 (program prioritization)
  • Highlights the sales and channel partner support requirements
  • A foundation for data driven decision making

 

Getting Started

Download the Marketing Team Capacity Assessment Tool. Provide a copy of the tool to each of your direct reports. Have each manager work with their team to adjust the categories if necessary. Complete the capacity assessment and analyze the results. Start preparing your team for the marketing program/project prioritization exercise that’s coming next.

 

If you have any questions or can’t wait for the next project phase, connect with me via a LinkedIn Inmail at www.linkedin.com/in/johnstaples1. We’ll spend 30 minutes on the capacity assessment tool or the prioritization phase.

ABOUT THE AUTHOR

John Staples

Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number.
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John is the global leader of SBI’s account management business unit. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing.

 

John’s marketing, sales and product expertise span a multichannel strategic approach. He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value.

 

His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. As he has discovered through decades of experience, clients are often distracted by the symptoms of a larger problem and overlook the root cause of it.

 

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