A well-structured marketing team is essential for any business that wants to achieve its marketing goals, but creating a structure that works best for your company can be difficult. Here are some things to consider when building your marketing team out. Nailing this will be key to achieving the results you need from the marketing team (this goes for any type of business – from B2B marketing, digital marketing and beyond).
Fullerton Strategies can help you build out your marketing team (we’ve done it countless times!), but it’s important to read through this post to formulate your thinking about how best to proceed.
Here are several steps involved in creating a marketing team structure:
- Define your goals. What do you want your marketing team to achieve? Do you want to increase brand awareness, generate leads, or drive sales? Once you know your goals, you can start to map out the necessary roles and responsibilities.
- Consider your budget. How much money do you have to spend on marketing? This will obviously affect the size and scope of your team.
- Analyze your target audience. Who are you trying to reach with your marketing efforts? Once you know your target audience, you can tailor your team structure to their needs.
- Choose a marketing team structure. There are many different ways to structure a marketing team. The best approach for you will depend on your company’s size, goals, and budget.
Here are some of the most common marketing team structures:
- Functional structure: This is the most common type of marketing team structure. It divides the team into functional areas, such as SEO, social media, content marketing, and email marketing. For smaller teams, finding generalists who can cover several of these areas will be key.
- Geographic structure: This structure divides the team by region or country. This is a good option for businesses with a large international presence. This has become much more cost effective with the evolution of work from home.
- Product structure: This structure divides the team by product or service. This is a good option for businesses with a wide range of products or services.
- Customer-facing structure: This structure divides the team by customer type, such as B2B or B2C. This is a good option for businesses that need to tailor their marketing efforts to different customer segments.
- Hire the right people. Once you have chosen a marketing team structure, you need to hire the right people to fill the various roles. When hiring, look for people who have the skills and experience to meet your specific needs – especially folks who have experience in several areas if you are a smaller company.
- Set clear goals and expectations. Make sure that everyone on the marketing team knows what is expected of them. This will help to ensure that everyone is working towards the same goals.
- Provide regular feedback. It is important to provide regular feedback to your marketing team. This will help them to improve their performance and stay on track.
- Measure your results. It is important to track the results of your marketing efforts so that you can see what is working and what is not. This information can be used to make necessary adjustments to your marketing strategy.
By following these steps, you can create a marketing team structure that is effective and efficient. This will help you to achieve your marketing goals and grow your business.
Here are some additional tips for creating a successful marketing team structure:
- Be flexible. The marketing world is constantly changing, so it is important to be flexible with your team structure. Be prepared to make adjustments as needed.
- Empower your team. Give your team the freedom to make decisions and take risks. This will help them to be more creative and productive.
- Celebrate successes. When your team achieves a goal, be sure to celebrate their success. This will help to boost morale and motivation.
By following these tips, you can create a marketing team structure that is set up for success.
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