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 not agree 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.

Here are some of the most common teams within the marketing department that are structured by discipline:

Social Media

Skills needed: Content creation, graphic design, social media management, project management, data analytics, and storytelling

Your social media team will create and execute social media marketing efforts. This team will need to have knowledge of how to make engaging content to drive brand awareness, generate leads, and connect with audiences.

To properly perform these job functions, your social media team should have a working knowledge of creating, scheduling, and measuring the performance of social content.

Basic graphic design skills or knowledge of design tools like Canva or Adobe will be necessary for the content creation side, while social media management tools will help teams track performance, measure success, and schedule content.

Teams also need to be comfortable …read more

Source:: HubSpot Blog

Author: Aaron