How to Structure a Marketing Team

This is the 5th post of a 50 article series for beginners building marketing at B2B startups.

If you are first starting marketing in a B2B startup, you probably see the entire team every morning in the mirror (i.e. it’s just you). As the first marketer, you’re likely faced with a mountain of exciting challenges:

  • Defining what marketing needs your organization has
  • Researching what tools and infrastructure will work best
  • Creating a marketing plan for the next 12 months
  • Assembling a team to work with you

If your company does not have the funding needed to hire, then assume you will start by doing every job outlined in this post. If you are at the point where it’s time to assemble the team, let’s walk through the primary roles. An early stage B2B marketing team that is pursuing an inbound content strategy has an ideal balance of several roles that I refer to as the “Core 4.” These roles include:

Lead

This is often the first marketing hire or the appointed director/VP of Marketing. They are a Jack/Jill of all trades, and are typically responsible for selecting and configuring the marketing automation system, crafting the initial messaging, launching the early marketing campaigns and hiring the team.

Demand Gen Manager

This is the Growth Hacker – a technical marketer who loves data, A/B testing and SEO, but can also jump into writing content just as easily. They are often the next hire once the lead has established the basic infrastructure (i.e. automation system, website, etc) for the team. They work closely with the lead to define the inbound strategy, manage the content calendar and test different tools to optimize digital marketing performance.

Designer

Good inbound marketing requires content, and good content requires good design. From ebooks to checklist templates to social media graphics, B2B marketing teams are in constant need of designed graphic assets. Much of the inbound strategy relies on designers crafting content into beautifully publishable pieces that keep targets coming back for more as they convert to leads.

Content Writer

If you can afford it, the final member of the “Core 4” is an excellent writer whose sole job is to churn out content. On a daily basis they should be writing blog articles, interviewing customers, and crafting ebooks to feed the inbound engine. Consider starting with an intern for this role.

The next several roles are outside of the “Core 4” because they are not a requirement from day 1. These responsibilities are handled by a mix of the lead and growth hacker in the early days. However, as the team grows, so does the need for skilled marketers to take on these roles:

Product Marketing Manager

The Product Marketing Manager works with the product team to define messaging, outline collateral and define personas of target customers. They help coordinate projects between content writers, designers and other departments, typically acting as the liaison between the sales team and the marketing team. They also support the product team by helping with product copy in features (if you are building software).

Data Specialist

You’ll quickly find that after operating a marketing automation system for even a few months, you’ll be generating a lot of data. Within this data are metrics, trends and insights that when unlocked can drastically improve your marketing team’s performance. Early on, the lead and demand gen manager often handle metrics reporting. As you grow, having an expert own data can be beneficial.

Marketing Operations Manager

Like any growing team, more people mandates more “back office” operations support. The Marketing Ops role involves maintaining the automation system, managing incoming lead data, configuring new marketing tools and providing overall support to the department to help it scale faster.

How do all of these roles fit together?

Consider the following team structure:

image

In this model, product marketing and demand gen managers each own a side of the marketing mix (story, messaging, sales enablement on one end and lead gen execution on the other). The design and content roles act as service providers to each side of the marketing mix. They are shared resources that support both the product definition/messaging initiatives, along with the top of funnel (TOFU) and middle of funnel (MOFU) lead gen activities. Throughout, the marketing ops and data roles are supporting everyone, and the lead provides guidance for all.

This post is part of a 50 article series on startup marketing… read them all.

Greg Skloot is a technology entrepreneur and marketer. He is currently VP Growth at Netpulse, the #1 provider of mobile apps for health clubs and a $40M VC backed software company in San Francisco. At Netpulse, he leads marketing, sales operations and strategic growth. Previously, Greg was CEO and Co-Founder of Attend.com, where he built the initial product, raised $3M and hired a team of 30. Contact Greg at skloot.org/contact.



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