Creating the Right Marketing Team Structure

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A Comprehensive Guide for Organizations of All Sizes

In the fast-moving world of marketing, having the right team structure can be a game-changer for your organization. But there’s no one-size-fits-all solution for building a top-performing marketing team. 

Factors such as your company’s size, goals, and available resources can influence the composition of your marketing team org chart. So let’s delve into the different types of marketing teams found in enterprise, mid-size, and smaller organizations.

1. Enterprise organizations

Marketing Teams for $100 Million+ Revenue Companies

Large enterprise organizations usually boast a comprehensive marketing team that includes various specialized roles. These teams are structured to efficiently manage diverse marketing channels and activities. 

Here are the primary departments you can expect to find in an enterprise marketing team, along with their key roles and responsibilities:

SEO team

  • SEO Manager: Oversees the entire SEO strategy, sets goals, monitors performance, and ensures alignment with overall marketing objectives.
  • SEO Specialists: Focus on optimizing website content, structure, and user experience to improve search engine rankings.
  • Content Writers: Create high-quality, SEO-friendly content for the organization’s website, blog, and other digital channels.
  • Link Builders: Develop and execute strategies to acquire high-quality backlinks, which improve search engine rankings and drive referral traffic.

Branding team

  • Brand Manager: Responsible for the overall brand strategy, positioning, and identity, ensuring consistency across all marketing channels.
  • Graphic Designers: Create visually appealing graphics and designs for various marketing materials, such as advertisements, social media content, and webpages.
  • Copywriters: Craft compelling and engaging copy for marketing materials, ensuring that the brand’s tone of voice is consistent across all channels.
  • Social Media Managers: Develop and execute social media strategies, manage social media accounts, and engage with the audience to build brand awareness and loyalty.

Paid advertising team

  • PPC Manager: Oversees paid advertising campaigns, including budget allocation, performance monitoring, and optimization.
  • Media Buyers: Negotiate and purchase advertising placements across various channels, including search, display, and social media.
  • Ad Designers: Develop creative and visually appealing advertisements that resonate with the target audience and drive conversions.
  • Conversion Rate Optimization Specialists: Analyze and optimize landing pages, ad creatives, and user journeys to improve conversion rates and overall campaign performance.

Public relations team

  • PR Manager: Leads public relations efforts, including media relations, reputation management, and crisis communication.
  • PR Specialists: Develop and implement PR strategies, establish relationships with media outlets, and secure coverage for the organization.
  • Media Relations Specialists: Manage relationships with journalists and media outlets, pitch stories, and secure media placements.
  • Event Coordinators: Plan and execute events, such as product launches, trade shows, and press conferences, to generate positive publicity and brand exposure.

Analytics and reporting team

  • Data Analysts: Collect, analyze, and interpret data from various marketing channels, providing insights to optimize marketing efforts.
  • Marketing Analysts: Monitor marketing performance metrics, identify trends, and provide recommendations for improvements.
  • CRM Specialists: Manage customer relationship management systems, ensuring that customer data is accurate, up-to-date, and properly segmented for targeted marketing campaigns.
  • Market Researchers: Conduct research to identify market trends, consumer preferences, and competitive intelligence, helping to inform marketing strategy and decision-making.

2. Mid-size organizations

Marketing Teams for $10 Million to $100 Million Revenue Companies

Mid-size organizations often rely on a leaner marketing team structure, with a fractional CEO and marketing director at the helm. 

These organizations may also engage external agencies to manage specific marketing needs. The following are the key departments and roles within a mid-size marketing team:

SEO team

  • SEO Manager (in-house or agency): Manages the overall SEO strategy, sets goals, and monitors performance while ensuring alignment with the broader marketing objectives.
  • Content Writers (in-house or agency): Produce high-quality, SEO-optimized content for the organization’s website, blog, and other digital channels.
  • Link Builders (in-house or agency): Focus on acquiring high-quality backlinks through various strategies, such as content outreach, guest blogging, and link reclamation.

Branding team

  • Brand Manager: Responsible for developing and maintaining the brand strategy, positioning, and identity, ensuring consistency across all marketing channels.
  • Graphic Designer (in-house or agency): Creates visually appealing graphics and designs for a variety of marketing materials, including advertisements, social media content, and webpages.
  • Social Media Manager (in-house or agency): Manages social media accounts, develops and executes social media strategies, and engages with the audience to build brand awareness and loyalty.

Paid advertising team

  • PPC Manager (in-house or agency): Oversees all aspects of paid advertising campaigns, including budget allocation, performance monitoring, and optimization.
  • Media Buyers (in-house or agency): Negotiate and purchase advertising placements across various channels, such as search, display, and social media.
  • Ad Designers (in-house or agency): Develop creative and visually appealing advertisements that resonate with the target audience and drive conversions.

Public relations team

  • PR Manager (in-house or agency): Leads public relations efforts, including media relations, reputation management, and crisis communication.
  • PR Specialists (in-house or agency): Develop and implement PR strategies, establish relationships with media outlets, and secure coverage for the organization.

Analytics and reporting team

  • Data Analysts (in-house or agency): Collect, analyze, and interpret data from various marketing channels, providing insights to optimize marketing efforts.
  • Marketing Analysts (in-house or agency): Monitor marketing performance metrics, identify trends, and provide recommendations for improvements.

3. Smaller-size organizations

Marketing Teams for Less Than $10 Million Revenue Companies

Smaller organizations often have limited resources and may opt for a mix of in-house employees and external agencies to fulfill their marketing needs. The following are the key roles within a smaller organization’s marketing team:

SEO team

  • SEO Specialist (in-house or agency): Manages the organization’s SEO strategy, sets goals, monitors performance, and ensures alignment with overall marketing objectives.
  • Content Writer (in-house or agency): Produces high-quality, SEO-friendly content for the organization’s website, blog, and other digital channels.

Branding team

  • Graphic Designer (in-house or agency): Creates visually appealing graphics and designs for various marketing materials, such as advertisements, social media content, and webpages.
  • Social Media Specialist (in-house or agency): Manages social media accounts, develops and executes social media strategies, and engages with the audience to build brand awareness and loyalty.

Paid advertising team

  • PPC Specialist (in-house or agency): Manages paid advertising campaigns, including budget allocation, performance monitoring, and optimization.
  • Media Buyer (in-house or agency): Negotiates and purchases advertising placements across various channels, such as search, display, and social media.

Public relations team

  • PR Specialist (in-house or agency): Leads public relations efforts, including media relations, reputation management, and crisis communication. Develops and implements PR strategies, establishes relationships with media outlets, and secures coverage for the organization.
  • Writers: create the content which will be promoted by the PR team

Analytics and reporting team

  • Data Analyst (in-house or agency): Collects, analyzes, and interprets data from various marketing channels, providing insights to optimize marketing efforts.
  • Marketing Analyst (in-house or agency): Monitors marketing performance metrics, identifies trends, and provides recommendations for improvements.

4. Fractional CMOs and marketing directors

Fractional CMOs and marketing directors play a critical role in guiding and managing marketing teams, particularly in mid-size and smaller organizations. 

These professionals bring valuable experience and strategic vision to the organization, helping to align marketing efforts with overall business objectives. Here’s how they fit into different organizational structures:

Enterprise organizations

In enterprise organizations, a CMO or marketing director often oversees the entire marketing department, ensuring that all teams work together cohesively towards common goals.

Mid-size organizations

In mid-size organizations, a fractional CMO or marketing director can provide strategic guidance and leadership to the marketing team, while also working closely with external agencies to ensure a seamless integration of their services.

Smaller organizations

In smaller organizations, a marketing director can act as the central point of contact for both in-house employees and external agencies, helping to coordinate marketing efforts and maximize the return on investment.

5. The benefits of collaborating with external agencies

Working with external marketing agencies can offer numerous advantages for organizations of all sizes. Some of the key benefits include:

  1. Access to specialized expertise and skills
  2. Increased flexibility and scalability of resources
  3. Cost-effectiveness compared to hiring full-time staff
  4. Diverse perspectives and fresh ideas
  5. The ability to scale faster

6. Structuring your marketing team: key considerations

When structuring your marketing team, consider your company’s size, revenue, and objectives, together with the specific marketing channels you wish to focus on. 

Aim to get a balance of in-house employees and external agencies that fits your business plan. And consider hiring a fractional CMO or marketing director to guide your team.

7. Examples of marketing team structures

7.1 Enterprise organization example

  • CMO
  • SEO Manager
  • Brand Manager
  • PPC Manager
  • PR Manager
  • Data Analyst

7.2 Mid-size organization example

  • Fractional CMO
  • Marketing Director
  • SEO Manager (in-house or agency)
  • Brand Manager
  • PPC Manager (in-house or agency)
  • PR Manager (in-house or agency)

7.3 Smaller Size organization example

  • Marketing Director
  • SEO Specialist (in-house or agency)
  • Graphic Designer (in-house or agency)
  • PPC Specialist (in-house or agency)
  • PR Specialist (in-house or agency)

8. Evaluating your marketing team's performance

Regularly assess your marketing team’s performance to ensure optimal results. Set clear objectives and KPIs, monitor performance metrics, and make data-driven decisions.

Regularly review and adjust marketing strategies as needed and encourage continuous learning and improvement within the team.

9. Collaborating with external agencies

When working with external agencies, be sure to establish clear expectations and deliverables. Maintain open communication, arrange regular check-ins, and foster a collaborative, partnership-style relationship.

Encourage agencies to contribute ideas and insights based on their expertise.

10. Building a future-proof marketing team

To create a marketing team that thrives in the ever-evolving digital landscape, be prepared to invest in ongoing training and professional development.

Encourage a culture of innovation and experimentation and keep everyone up-to-date with the latest marketing trends and technologies. Build a diverse team with complementary skills and foster a collaborative, supportive work environment that encourages growth and learning.

Prepare for success

The optimal structure of your marketing team will depend on your organization’s size, goals, and resources. Understanding the key components of marketing teams can help you make informed decisions when building or restructuring your team. 

So take some to consider the roles and responsibilities of each team member. Evaluate the benefits of hiring a fractional CMO or marketing director and use external agencies strategically. That way, you’ll create a marketing team that’s poised for success.

By following these principles and adapting to the ever-changing marketing landscape, your business can stay ahead of the competition and achieve long-lasting success. So it’s time to pinpoint the type of marketing team that’s the best fit.

As an experienced marketing broker, I’m ideally positioned to help. I can help you build your marketing structure, then find the right people and agencies to execute on your marketing plans. 

To learn more about how we can work together, just get in touch today. Then you can get on the fast track to marketing success.

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We specialise in helping people just like you to find the perfect agency to help them out, so reach out to us today to find out more. You can also leave a comment to keep the discussion going or follow us on your favorite social networking sites for more. We’ll see you soon!

 

Written By
Behdad Jamshidi
Behdad Jamshidi
Behdad Jamshidi started CJAM Marketing after realizing that most business owners don’t know how to evaluate the value of a marketing agency or assess their own needs. Since every business is different not only in their needs but where they are at in the growth process, it isn’t a one size fits all. In the past 5 years, Behdad (or Bee) has met with and assessed 800+ marketing agencies and vetted them down to a lean 100 preferred partners across all marketing niches. After pairing hundreds of businesses with the right partners, he’s found his skillset lies in the matchmaking process. Featured in MarketWatch, Bloomberg, National Post and the Financial Post, Bee’s unique background in marketing, engineering, consulting, leadership, sales and strategy, has allowed him to serve as the conduit between business owners and the marketing teams they need.
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