The marketing department is analogous to the company’s circulatory system. In the same way that an actual organ is necessary for survival, so is it for your company. Sure, I’m aware that it’s a bit of a corny metaphor, but… But if you can make a truly sophisticated comparison between two things that at first glance don’t appear to have anything in common, you have my undivided attention. Stay here with me, and I’ll make sure you don’t miss a thing (ugh, there I go again).
But how should you organize a department such that it contributes to the general well-being of your company and the achievement of its long-term objectives? The marketing department is responsible for a wide range of tasks, and its decisions affect almost all facets of the business.
In the same way that your heart sends blood to the rest of your body, your marketing department should send quality leads and creative ideas to the many other departments in your organization. The most effective marketing departments make use of the cross-functional skills of their employees in areas like as search engine optimization (SEO), data science, public relations (PR), content marketing, and design.
The Ultimate A-Team in Marketing Today
Have you ever made the spur-of-the-moment decision to run a couple of kilometers without first building up your stamina? In that case, by the time it was through, you most likely felt as like your heart was about to leap out of your chest; I know that’s how I felt. On the other hand, you would be in the proper condition if you had prepared a little bit in advance by doing some stretching and warming up with cardio.
A marketing team is quite comparable to this; its members should be prepared to keep pumping without reaching the point of fatigue. A person’s agility, in addition to their stamina, is another essential aspect in determining whether or not they will be able to not only keep up with the competition but also adapt on the fly.
The efficiency of your marketing department is directly proportional to the composition of the marketing team you have in place. Your marketing staff should be in good form in order to assist the company while it travels the distance and be ready to sprint when the opportunity presents itself. This is analogous to having a heart that is healthy.
Imagine that your marketing organization is a relay squad that has the cross-functional ability to handle a range of demands in order to simplify the overall race. Marketing is the foundation of a brand from beginning to finish, and it is responsible for every duty, from the development of demand to the involvement of customers on social media.
However, it is a challenging field since it is plagued by ever-evolving fashions and technological advances. The obstacle course that is marketing, on the other hand, is nothing new. Just take a look at this article that was published by McKinsey Quarterly all the way back in 1996. It states that “the capacity to master and exploit change has become one of the most sought-after managerial abilities.” This is especially true in the field of marketing, where the pace of change is always accelerating.
Oh wow, I’m already dripping with sweat! (But, on the other hand, maybe that’s due to the fact that my air conditioner is broken?) In any case, in order to make certain that your marketing team is in the best possible shape, you should go back to the method that you promoted in 2011. This is due to the fact that the most popular marketing channels, the sorts of content that work best with them, and the responsibilities that marketing team members play have all seen significant shifts in the meantime.
The Perfect Organizational Setup for a Marketing Team
There seems to be an infinite number of different exercises and fitness activities from which you may pick if you wish to boost the stamina of your own body. When it comes to the formation of your marketing team, this is essentially the same thing. It is simple to waste the money of the marketing department and fail to bring value to the company if one does not give the matter significant attention.
Building a marketing team that is flexible and adaptable is the best way to minimize cost overruns, as well as operational silos and delays. Everyone on the team, including the chief marketing officer (CMO) and the marketing managers who answer to them, as well as any data scientists, social media managers, and content writers that are employed there, should be able to effectively collaborate thanks to the structure of the system.
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Highlighting the Work of Agile Marketing Teams
You can think of Agile marketing as the TRX or Pilates of the marketing industry since it is incredibly popular and very successful when it is applied appropriately. Agile marketing is a methodology that was derived from the practice of software development that shares the same name. This methodology places an emphasis on the collaboration between cross-functional teams (teams that have members with a wide variety of skills from across the organization), in addition to iteration, continuous improvement, and flexible planning.
The basic members of agile marketing teams include SEO leaders, art directors, content writers, software engineers, marketing campaign strategists, and product or campaign owners. This allows agile marketing teams to maintain their flexibility. Departments that perform well using this model collaborate with expanded teams that cover areas such as public relations, information technology, legal affairs, and business development.
It is much simpler to maintain continual alignment with the corporate leadership and with other departments when teams are honed in, flexible, and agile. This makes it possible to coordinate campaign strategy, define expectations, and make choices with the customer in mind. Agile marketing encourages teams to make decisions based on experience rather than opinions and conventions, and to use what they’ve learned to continuously iterate their ideas by applying what they’ve discovered. While some teams struggle to prioritize data, this approach helps teams make better decisions overall.
A Powerful Marketing Team Consists of 8 Key Roles, Each With Their Own Responsibilities
Because we are going to get into the nitty-gritty of what it truly means to have a well-functioning marketing team, I hope that you are on board with this whole heart metaphor that I’m doing here by now. If you are, then we can move on to the next section.
The size of an organization will determine how various leadership roles and other jobs are mapped to the precise structure of a marketing team. Larger organizations are more likely to have multiple layers of hierarchy that report to the CMO, whereas smaller companies and Agile marketing practitioners will have lighter-weight structures and more autonomous teams. Larger organizations are more likely to have multiple layers of hierarchy that report to the CMO.
The following are some of the most crucial duties and responsibilities that will help you cross the finish line, and they are relevant regardless of the size of your team:
1. The Mentor 2.
The position of vice president of marketing (or of content marketing), marketing team leader, marketing leader, and marketing director are all examples of possible titles.
Consider this individual to be the one that monitors everything going on. They have their finger on the pulse of everything. This analytical thinker is in charge of the marketing team’s finances and other resources, and they provide essential assistance and direction to the rest of the group. This person operates independently from the core cross-functional team in an Agile marketing environment and maintains a light touch when interacting with the members of the team to check on their progress and resources. This helps to ensure that the team is not unduly slowed down by excessive bureaucracy.
- Directly generating customer interest and developing an entire marketing plan
- Create spending plans and choose the most important metrics to monitor.
- Update the Chief Marketing Officer, the CEO, and any other relevant marketing executives
- on your progress.
- Act in a role similar to that of an advocate for the firm.
- Mentor other coworkers.
- Lead marketing meetings.
2. The Manager of the Active Process
Marketing manager, project manager, scrum master, content marketing manager, content marketing strategist, product manager, and product manager are all possible titles.
In summary, the active manager ensures that the project and team remain on schedule by working with all of the members of the organization (another reference to the heart, get it?) on the priorities and action items to be completed. This marketing leader, who may have a title such as content marketing manager or scrum master (within the framework of Agile), is responsible for ensuring that marketing initiatives and strategies are closely linked, and that their implementation is well synchronized. Additionally, they ensure that responsibilities are fairly allocated in order to prevent anybody from being overworked.
- Establish your goals and your objectives.
- Monitor the various stages of completion.
- Maintain control of the sprints and the scheduling of the tasks.
- Maintain communication with the other heads of marketing on resource allocation.
3. The Search Optimization Expert
Potential job titles include Search Engine Optimization Specialist, SEO Lead, PPC Specialist, and SEO Writer.
In summary, these experts make certain that your marketing initiatives and content are sent to the appropriate consumers. Without them, your efforts to create content may never reach the appropriate consumers via search, which is a mistake that might have disastrous consequences. Their duties have generally consisted of doing keyword research and applying the results of that research to the design and optimization of landing pages, paid search campaigns, and the assessment of text in relation to metrics such as conversion rate. On a marketing team, you will likely find more than one person that falls under this group. For instance, a professional in pay-per-click advertising and an expert in search engine optimization may work together.
- Perform some keyword research.
- Carry out the SEO study.
- Determine the many ways in which a page’s rank might be improved.
- Optimize the already-existing material again.
- Perform an SEO audit on any modifications to the site.
- Start up some brand fresh campaigns.
- Adjust bids (for PPC).
4. The Author or Writer
Writer of content, copywriter, or member of marketing team are all potential job titles.
The wordsmith is the leader of the team since effective communication is essential for every member of the group, but the wordsmith is also the master. They are the only proprietors of the development of written content, which includes display advertisements, blog posts, eBooks, white papers, and any other kind of marketing asset. In addition to the actual act of writing, they may also be responsible for editing, communicating with many other stakeholders on comments, and contributing to audio-visual media such as podcasts and videos.
- Conduct research and develop content that is on brand.
- When necessary, edit and update the writing.
- Put forth ideas.
- Work in tandem with the designers.
5. The Master of Appearances
Designer, graphic designer, video editor, illustrator, photographer, stylist, and animator are some of the possible titles.
Because they are in responsible of every visual component, which is something that has always been an essential aspect of marketing, designers are a very vital member of the team. The visual team in a marketing department is essential to the department’s overall performance, and their work may range from infographics to films.
- Create some infographics as well as some artwork.
- Create still images and motion pictures and edit them.
- Optimize graphic material for social media dissemination.
- Harmonize the verbal materials with the visual creativity.
6. The Creator of the App
Front-end developer, web developer, marketing developer, and full-stack developer are some of the potential job titles.
Code for marketing websites should be written and refactored.
Perform an investigation of the site’s loading times and its functionality.
Hosting and improvements for the site should be maintained.
Eliminate any errors.
7. The Guru of the Numbers
Possible titles: Data scientist, data analyst.
The work of data scientists and analysts is crucial to contemporary marketing operations since these services create vast volumes of data relating to client interests and interactions, as well as the performance of content. These individuals provide a similar function to those who monitor your heart rate to verify that everything is operating normally.
- Collect, categorize, and analyze the data from the marketing effort.
- Funnel data into marketing automation technologies.
- Provide the leader of marketing with your suggestions.
8. The One Who Is Communicating
Possible job titles include social media manager, PR expert, public affairs officer, influencer marketer, media lead, and product marketer. Other related positions include public affairs officer and media lead.
In a nutshell, this function encompasses all of the marketing-related tasks, including the establishment and upkeep of connections with both internal and external target groups. People who maintain social media accounts and connect with consumers, public relations professionals who establish relationships with the media, and product marketers who look for possibilities to form alliances are all appropriate candidates for this position.
- Promote the brand and be a representative of the principles it stands for.Give aid and
- support to viewers from the outside world.
- Establish commercial connections and strategic partnerships.
- Maintain open communication and focus on marketing objectives.
- The Responsibilities of the Marketing Team
At this point, it should be abundantly evident that each role on a marketing team is intricately connected to the others. Naturally, this brings up a very crucial issue, and that is, “What exactly are those functions?”
In order for the team to be successful, everyone has to be aware of what their roles are and what is expected of them.
However, before we get into that, it is important to keep in mind that the magnitude of the project will play a significant role in determining how these responsibilities will be distributed among the members of the team. It’s possible that a single individual on a smaller team will wear more hats than they would in a large corporate marketing department or a content marketing firm due to the lower team size.
It is important to keep in mind that the structure of your marketing team should include all of the essential duties. The following is a list of some of the most important duties performed by the majority of marketing departments:
In most cases, the emphasis is placed on objectives connected to search engine optimization strategies, brand recognition, content production, audience research, and distribution. They are also accountable for coordinating the budget with the execution of the plan.
It is crucial to establish a creative execution plan for the strategy, and doing so takes involvement from a variety of members of your team, including graphic designers, developers, communicators, data specialists, and wordsmiths.
Tracking the Execution of Creative Ideas:
After you have developed a plan and a high-level creative vision for the assets that you want to generate, you will need someone to build content calendars and social posting schedules as well as to manage timetables for deliveries.
Your developers, data analysts, communicators, graphic designers, and wordsmiths all work together to help bring your strategic vision to life.
In the areas of Promotion and Distribution:
To connect with audiences, you need to have expertise in a variety of areas, such as social media outreach and email marketing. This will allow you to build a base of followers and grab their attention with attention-grabbing headlines, which will ultimately lead them to your content and further into the sales funnel.
Dev and IT:
You need people who can help on the technical side of things, such as ensuring that different types of content load properly on your website and that your integrations do not interfere with the user experience in any way.
Important Traits That Should Be Present on a Marketing Team
Just like humans, marketing teams may take on a variety of forms and configurations, each of which is optimized for the specific kinds of businesses they serve, the kind of content they create, and the marketing activities they direct. However, the greatest teams have several characteristics in common:
The topic of accountability may be contentious, but it is of the utmost importance to delegate the appropriate amount of duty to each individual member. Steer clear of harsh punishments when it comes to assigning blame, but do make it possible for members of your team to confidently own up to their contributions to the problem. The leader is responsible for establishing crystal-clear goals for the team at the outset and monitoring their progression along the way. Employ evidence in the form of data and analytics, and be sure you stick to the accountability standard that was established earlier.
It’s an unusual expression, but it captures an essential truth: You can’t scale anything that’s difficult to handle. “Too huge to scale” is an example of this. You also don’t want to grow a process or team structure that isn’t performing properly to begin with, since it will just make things worse. You can better position yourself for success by putting your attention on highly collaborative processes and adopting an agile marketing paradigm.
The importance of flexibility in a marketing team cannot be overstated, as it has previously been said. You may absolutely get into a rhythm of doing things, but you shouldn’t get too bogged down in attempting to construct a set pattern for yourself. Instead, let your findings define your future steps. The process of marketing is similar to a cycle in that directions are regularly transmitted between positions and exchanged.
In any event, the group will need to take some kind of action in order to react appropriately to the most recent discoveries. As a consequence of this, the several jobs that make up a content marketing team may interact with one another in a manner that is one of a kind and sometimes unexpected.
The Importance of Being Versatile Within a Marketing Team
You may have been doing a lot of cardio and weight lifting, and you may have noticed that your heart health has improved as a result of this. However, if you don’t put in some flexibility, you run the risk of hurting yourself. Do you see where I’m going with this? I believe you do. When it comes to marketing, having flexibility implies being able to think fast and having the capacity to modify your game plan in response to changing internal or external events.
So the question is, how do you go about putting together a team of individuals that are adaptable and ready to alter their plan at a moment’s notice? To begin, there must be a leader who is able to steer the group in the proper direction while also having sufficient faith that every member will fulfill their responsibilities to the best of their abilities. It is possible for fresh ideas to emerge and for staff members to function autonomously when there is no iron grip to rule with. Time will be saved, and the resulting structure of the team will be more effective.
Always be on the lookout for novel and improved approaches to completing tasks. Keep an eye out for new opportunities, but don’t discount tried-and-true methods of doing things in the workplace. A contemporary worldwide market is a competitive place; thus, for your team to continue being relevant and lucrative, they need to be tuned into the newest opportunities for success in the market.
For instance, the popular social media app TikTok is a relatively new marketing tool. This is something that no marketing team gave any consideration to five years ago since it was still relatively new. It is far superior to Instagram in terms of discovering new products to buy. The figures don’t lie, as they say: According to TikTok, 92 percent of users perform some sort of action after viewing content. These actions include liking, sharing, and even purchasing a product, demonstrating the app’s powerful effectiveness.
Is the team you’ve assembled prepared to adjust to changes such as this one? Even if some of the group’s members lack the skills necessary to navigate the rough waters, you may still provide them with a lifejacket and teach them how to swim. Your team could need some additional direction when the values of the market are shifting, so be prepared to provide it. Because of this, it’s essential to staff your company with individuals that come from a variety of walks of life and have unique experiences. A strong, resilient, and adaptable team is characterized by its diversity.
Putting up a successful marketing team from start may seem to be an insurmountable challenge, but doing so is an endeavor that is well worth your time and attention. It is crucial for the success of the rest of the team to have a marketing team that is both healthy and nimble. See? I told you that our poor choice of metaphor would get us through to the conclusion of the discussion!
You’ve got this in the bag. Maintain focus on the objective, but take time along the route to acknowledge your accomplishments and those of your teammates. After all, marketing is a process, not an endpoint, to be completed.