How to Build a Better Marketing Organization

Ways to Turn Your Current Team Into Your Dream Team

One of the biggest frustrations I hear from entrepreneurs and executives is how ineffective and unproductive their marketing teams are. They spend more and more money on specialized talent, paid ads, and flashy applications just to watch their competitors outperform them and get the contracts they wanted.

The natural response is to blame your talent. After all, they’re responsible for executing these campaigns. Talent is a big part of successful marketing and can make a huge difference in your organization, but talent can only reach its full potential within the boundaries of organizational systems and processes.

The problem is that marketing has been undergoing a fundamental shift. Simply put, the way you were able to structure your marketing team in 2005 will not work in 2017. This is because marketing has become dependent on flawless execution across multiple disciplines. It requires the ability to lead teams of hyper-specialized individuals working together to execute across multiple channels and platforms.

On top of this, the role of a marketer has shifted from madmen to data scientists, a role that extends deep into technical product development and UX.

The Modern Marketing Organization

To meet the needs of rapidly evolving organizations, marketing teams are restructuring around core service teams. Core service teams consist of specialists who serve the entire organization.

The modern marketing organization is built around a core team of specialized talent. This structure creates an extremely agile organization

on that empowers other teams in the organization to focus on strategy, data interpretation, and customer acquisition instead of maintaining a unified brand, increasing ad conversion rates, tracking SEO, or building print material.

Restructuring Outside of the Enterprise

For enterprise organizations, a transition like this makes economic sense. It lowers employee overlap, improves efficiency, and cuts headcount. But, for small and medium organizations, it means adding specialized talent, while maintaining an existing team of strategists, managers, and leaders.

At the end of the day, it doesn’t add up.

To remedy this issue, small and medium organizations are turning to full-service marketing teams like GROW, which allows them to take advantage of specialized talent on a project basis, eliminating organizational bloat.

Key Members of Your Core Services Team

Your core services team should consist of the following specializations:

1. Designers — Keeping designers on your core services team allows you to maintain a unified brand, ensuring that your web, print, social, and any other design assets flow together seamlessly.

2. Paid Ad Specialists — Paid ads are one of the fastest ways for an organization to waste money. Ad platforms are extremely complicated and finicky. Paid ad specialists keep your ad budget in check and your results improving.

3. Organic Search Specialists — Organic growth and visibility affects multiple aspects of your marketing efforts. It lowers your cost-per-acquisition by augmenting your ads with organic inbound leads, lowers your Adwords cost-per-click by building trust with Google, and allows you to take advantage of other forms of lead acquisition like premium content.

4. Marketing Automation Specialists — Marketing automation and lead nurturing is one of the most impactful and misunderstood modern marketing disciplines. It allows you to warm up cold leads, stay in front of existing customers, and automate multi-touch engagements like onboarding processes.

5. Copywriters — Good copy is one of the most sought-after resources for modern organizations. This is because good copy can spread indefinitely, attracting tons of new visitors, helping to build a positive relationship with potential customers.

At the end of the day, each organization will require a slightly different core services team. But building a team with the right specializations is one of the most impactful initiatives an organization can undergo.

About the author

is head of Mindbox's GROW division. He's a passionate marketer focused on growing enterprise software and technology companies through combining data and creativity to achieve market adoption.