How Do You Structure A Marketing Team?
We all love Don Draper in Mad Men but what did they even do? What the heck is a marketing team?
The team itself is not important to a business but rather structuring a marketing team is the key to the growth of a company. The marketing team's key roles include building brand awareness, attracting customers, converting users into advocates, and increasing marketing ROI. The five roles of marketing include research, product, distribution, management, and sales promotion.
What makes a good marketer?
The role and significance of marketing have changed drastically with the digital age; managing a marketing team and building a strong marketing team depends on employing professionals with the best digital marketing skills for your goals and making sure that they have a strong team structure.
What makes a good marketing team? The Creative, Account, Finance, Tech, and Marketing roles together contribute to the success. Budget constraints, insufficient tools, and bureaucratic red tape are the main reasons why marketing teams struggle to deliver the marketing function's roles and responsibilities.
What makes a good marketer? The best marketing team member for your organization is a person with strong analytical thinking capabilities and an uncommon amount of emotional intelligence. Marketing today is about creating meaningful relationships with your customers and audience. If you don't have the ability to relate with them or can't empathize with their problems - trust and credibility will not be formed and they will choose your competitor over you.
A good marketer is someone who can pivot quickly and is agile in deployment and distribution of content. In other words, the best of us don't get emotionally attached to a strategy or tactic. Numbers don't lie. If it's not working it's not likely to work.
Key roles and responsibilities of the marketing function
An ideal digital marketing team structure would depend on the type and size of your business. A digital marketing team structure starts by understanding your company's needs. You can find types of marketing organizations online but most popular models to explain the role of modern marketing include:
· Divisional/ Distributed
· Hub and Spoke
The most important digital marketing team roles in a digital team structure are
· VP of marketing: oversees the entire digital team roles and responsibilities to ensure smooth and successful marketing team structure.
· Digital Director or Director of Digital: Supervises all aspects of content generation, both textual and graphical, and is essentially in charge of the digital face of the organization.
· Content Marketing strategist: Content managers manage the content marketing strategy to ensure that all content generated by and for the company meets the brands' desired levels of quality and guidelines, from content ideation to creation, distribution, and evaluation.
· Blog writer: Modern marketing depends a lot on well researched, well written, and well-edited blogs that help increase website traffic, with the right amount of added value to generate further engagement.
· Media Editor (Video+ Audio): An effective marketing team structure will include videos and audio, (podcasts), in recent years. This is vital for opening up new communication channels to engage an audience with the right amount of knowledge and creativity.
· Social Media Manager/ CommunityManager: SMMs need a high level of emotional intelligence to deal with customers who communicate directly with a company, to offer feedback, deal with complaints, or who just want to get to know about the brand they love.
· Creative Manager: Oversees all the graphical and creative efforts that represent the company's brand. From logo to website structure and layout, this role requires the capacity to innovate and a strong attention to detail.
· Front-end Developer: responsible for developing a well-structured and functional website, conveying the company's needs and creating an excellent first impression.
· Brand Strategist: the strategic parts of creative efforts such as colours and fonts, which logo would work best, using hard data and proven methods to optimize the company's presentation.
· Graphic Designer: A skilled graphic designer should listen to brand strategists and creative managers to develop illustrated content, infographics, brand assets, and appealing designs, colours, and shapes that are eye-catching.
· Acquisitions Director: is an integral part of a digital marketing agency team and ensure the technical aspects are optimized, such as content for search engines or the website for optimal engagement.
· Analytics Manager: studies data to fix or improve issues, and generate the best possible results based on proper analysis of all data touch points.
· Conversion Rate Optimization (CRO) Specialist: are experts at interpreting actions along the customer journey and identifying issues with user experience.
· Data Analyst: take a hard look at data provided by a range of analytics tools, gather more in-depth answers, and make appropriate suggestions for improvement.
· A/B Testing Specialist: takes information from CRO specialists and data analysts to create specialized tests to find the best versions for changes.
· Lead Generation Manager: an essential part of the marketing team process. Growth marketers find quick ways to capture leads and drive them through the funnel to generate customers
· E-mail Specialist: one of the most crucial digital marketing team roles is to reach audiences through e-mail.
· Paid Ads Specialist (PPC): Marketing team roles and responsibilities rely on them to use paid social media options like Fb and LinkedIn to target a particular audience and attract them with content explicitly designed for them.
· SEO specialist: the role of marketing in the modern organization is incomplete without these keyword wizards. Understanding what users are searching for and what needs to be done to optimize paid ads, blogs, or website content,- and even social media- to generate leads and organic traffic.
The most effective B2B marketing team structure isn't just good at their job because they eat, sleep and breathe your product or business. It's because they are passionate about telling your brand's story at it's best. They are inter-disciplinary and many modern marketers have a broad range of competencies. They are also cooperative. According to a Harvard Business Review study, 50% of high performing SaaS sales team structure have thorough, by-the-book sales processes for their teams to follow and marketing team structure was created to support and compliment sales.