As industries prepare to make changes to marketing personnel in the coming months, marketing department restructures are on the horizon. If you’re facing the pressure to grow revenue through marketing while keeping headcount to a minimum, you’re in luck.
We’ve cracked the code on how to structure a high-performing marketing team, and now, I’m going to share those insights with you.
In this post, I’ll walk you through what a marketing team structure looks like for small, midsized, and enterprise businesses, which structure will work best for you, and how to make your first or next marketing hire.
Marketing Team Sizes
First, let’s define what we mean by different company sizes. You may notagree with all of them, and that’s OK; we’re only using these numbers to establish a common lexicon in this guide.
- Small to Medium Sized Business (SMB): 5-100 Employees
- Midsized Business: 101-1,000 Employees
- Enterprise: 1,000+ employees (not including the massive Fortune 500 orgs)
Now that we’ve agreed on sizes, let’s talk about the marketing department structures you have to choose from.
How to Structure a Marketing Department
Here, I’m outlining three types of marketing department structures. These are dependent upon how large and how predictable your business is. Midsize companies with less predictable revenue forecasts may find a team structured by specific marketing disciplines will work better for them, while enterprise organizations with more predictable revenue forecasts can use a structure that has more opportunity for experimentation.
1. Marketing Department Structure by Discipline
Marketing departments that are structured by discipline are the most common. You’ll see these structures in midsized companies where marketing owns a revenue number and is responsible for driving leads and contributing to the pipeline of the business. These teams will collaborate to execute campaigns frequently throughout the year in order to hit the company’s revenue goals.
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