article | April 8, 2013
How to Structure a Modern Marketing Department
The question we hear most often is “Can I make it with the current team?” My colleague John Staples wrote a great blog on hiring the best talent. In this post I want to focus on the marketing department’s org chart.
What should the org chart for your marketing department look like? What are the roles you need to fill?
Not all marketing departments are created equal. Structuring your team depends on your industry, your offering and your customer. The overall business goals also play a major part. These factors all contribute to formulating your marketing strategy and consequently your org chart.
Whatever you call them, here are three roles your marketing department cannot do without.
Because of today’s Informed Buyer, the majority of your peers are shifting to inbound marketing. They are also investing in content creation to engage customers earlier in the buying process. Therefore, your marketing team needs someone focused on buyer research and content creation. Usually the people who are your best researchers are your best content creators too.
You also need someone responsible for launching, measuring and optimizing all demand generation channels.
Stimulating demand and creating inquiries isn’t enough. Marketing leaders are expected to generate a steady flow of quality leads for the sales team. Therefore part of your org chart must include lead management. World-class lead management includes a process that captures, scores and qualifies leads. Lead management also includes people. And whether it’s a team of 1 or 20, this person has overall responsibility for nurturing marketing leads until sales-ready.
CALL TO ACTION: The pressure is on to generate results and justify your marketing spend. Today’s marketing departments must be streamlined and agile. To be effective and hit your goals, you need to staff your team right. Use this tool to plan correctly. And make sure you include the three roles above on your org chart. For additional details on world class marketing structures, read this post on the Optimal Marketing Department Structure.
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