How to Organize a B2B Marketing Department [Infographic]
Some companies that are just beginning to shape their marketing function may be confused about the best way to organize their staffing model.
The considerations and tips below are based on my experience in the corporate world as well as in my role as an independent marketing consultant.
So let’s talk about job functions, workload realities, and a sample organizational solution.
Sample job functions to consider
Brand and marketing strategy
- What do we want to be known for; what is our message; what do we do better than anyone else; who is our target market and what do we know about them; what are our revenue goals and what role will marketing play in driving them?
Campaigns and programs to generate leads and sales conversations
- Who do we want our message to reach and how will we get it to them; what do we need to do to drive quality inbound leads; what support does the sales team need to get their foot in the door (or to keep it there)?
Campaigns and programs to nurture prospects through their journey
- Once leads come into the funnel, how can we keep them engaged and support the sales team in furthering the conversation?
Strategies and programs to build loyalty among existing clients
- Where is the low-hanging-fruit for growth among existing clients; how can we scale to deepen those relationships?
Infrastructure, technology, and content to support the above functions
- How do we implement an inbound lead strategy; how do we automate communications and build a solid inventory of content; how do we monitor/measure funnel activity and results?
Consider that each of the above areas often requires completely different skill sets to build strategies and manage the work that needs to get done. This is where company leaders often struggle. Say it with me now: “Marketing is an important investment and is difficult work”.
Sample organizational solution
Taking into account various marketing functions such as those mentioned, one organizational model is to:
- Hire a Marketing Leader to drive both a Corporate Marketing function as well as a Field Marketing and Sales Support function.
- A Field Marketing Manager could drive tasks in support of the Sales team’s outreach plan, while leveraging the strategies, policies, guidelines, templates, content and infrastructure driven by the Corporate Marketing Team.
- Hire vendors and creative agencies to support both functions, like with web design, content production, campaign development, media buys, SEO/SEM, events, and operations.
This Infographic shows a sample organization chart that takes
common scope-of-work (for B2B companies) into account.
To sum up
This is just one concept, but you get the idea – there’s more to marketing than a website, trades shows, and press coverage. And…
- There are special considerations for B2B due to a potentially longer and more complicated sales cycle.
- Many areas must be worked on simultaneously (against a well-defined strategy) to drive meaningful results.
- Analysis is necessary to determine the best execution model for ROI.
So, think it through and consider a thoughtful organization model that effectively supports your strategy and objectives.