Published on March 3, 2014
THE CMO’S GUIDE TO MARKETING ORG STRUCTURES with contributions from:
Mindjet CMO Jascha Kaykas-Wolff recently published an insightful SlideShare on modern marketing organization structure. In it, he pointed to a surprising lack of publicly available content on the subject. To spark discussion among marketing leaders, we've riffed on Jascha's concept by asking a diverse set of innovative CMOs to contribute their marketing department's structure to our roll-up presentation. MIKE VOLPE CMO, HubSpot @mvolpe We hope these generous contributions shed some light on the subject for marketing leaders who are rethinking how to organize their departments to take advantage of changes to all stages at the buying process. Please take a look at these varied structures, compare them to your own, and share your point of view on Twitter using the hashtag #CMOPOV. I look forward to swapping thoughts. Yours, Mike
How to Read the Following Slides Each section explores a particular company’s marketing team structure, as supplied to HubSpot by the company’s lead marketer. Each role is categorized using these six overarching functions: Product marketing and related functions Content strategy and creation Creative, events, PR, and related marcom functions Demand generation (direct or through channel) Analytics and operations (database marketing and related marketing tech) Upsell, renewal, and churn reduction (typically customer marketing)
THE ELASTIC ORG Apps to help you brainstorm, plan, and manage projects. HQ: San Francisco, CA
THE ELASTIC ORG Source: Mindjet
THE ELASTIC ORG Key Features • Flexible structure allows for adding headcount and/or functions seamlessly as the company’s product mix evolves. • Much of the marketing org flows through Product Marketing Managers (PMMs). • PMMs partner with functional experts in other sub-departments. • Marketing Operations professionals oversee the complexity of the marketing tech stack, IT integration, hypothesis testing, and optimizing customer experiences in the product. “As marketing continues to evolve, this organizational structure will adapt to whatever needs come about. Coupled with the adoption of new business processes like Agile Marketing, I believe functional depth expertise, coupled with cross-functional management of the work your team is focused on, will keep a steady stream of ideas flowing, more analytical decisions about which of those ideas to implement, and ultimately create predictability in the outcome of you and your team’s efforts.” Jascha Kaykas-Wolff Mindjet CMO @kaykas Source: Mindjet
THE “TOFU” ORG Helpdesk & Customer Support Software HQ: San Francisco, CA
THE “TOFU” ORG Source: Zendesk
THE “TOFU” ORG Key Features • This is a team built to scale top-of-funnel (“ToFu”) growth, with content marketing as the largest group, followed by advertising and product marketing. • Tight alignment with the creative team is key – the head of the creative team reports to the CEO, and the department straddles both marketing and product. “I think future marketing org structures will put a much greater emphasis on post-lead metrics like Net Promoter Scores (NPS) as they attempt to maximize growth, minimize churn, and drive lifetime value.” Bill Macaitis Zendesk CMO @bmacaitis Source: Zendesk
THE INBOUND ORG B2B Marketing and Sales Software and Apps HQ: Cambridge, MA
THE INBOUND ORG Source: HubSpot
THE INBOUND ORG Key Features • Focused on providing a buyer-driven inbound experience. • Adds value through content and contextual marketing (e.g., dynamic, smart site pages and content based on a prospect’s relationship to the company). • Steeped in buyer personas and delivering experiences tailored to those personas. • Content as a dedicated function allows it to serve multiple internal “clients” (demand generation, PR, sales enablement). “I threw my old org chart in the trash when I joined HubSpot and started from the beginning. We built our entire company for the inbound era, from marketing to sales to service, because the buyer has all the power today and you need to realign your company for that. I think our org chart is the future of the marketing org because of that – we focus on an inbound experience that the buyer drives, with us providing value along each stage." Mike Volpe HubSpot CMO @mvolpe Source: HubSpot
THE FUNNEL-FOCUSED ORG Proprietary market research, consulting, events, and peer-to-peer executive programs. HQ: Cambridge, MA
THE FUNNEL-FOCUSED ORG Source: Forrester
THE FUNNEL-FOCUSED ORG Key Features • Team 1 manages relationships with the top 50 publications and places Forrester analysts to speak at industry events. • Team 2 focuses primarily on demand. • Team 3 manages product collateral for the sales team and the production of anything that carries the Forrester brand. “I try to rationalize this structure by saying that team 1 is above the funnel, team 2 is top and middle of the funnel, and team 3 creates materials for the bottom of the funnel and acts as a service bureau to the rest.” Jeff Ernst Forrester VP of Marketing @JeffErnst Source: Forrester
THE CULTURE ORG Hosted Git repository and social network for programmers, allowing members to collaborate on and monitor project development. HQ: San Francisco, CA
THE CULTURE ORG Source: GitHub
THE CULTURE ORG Key Features • In this flat organization, everything is based on merit. Very few titles exist – only team names. • The goal of marketing in this org is to transfer the culture everywhere, in the product that’s built, the marketing assets used to drive awareness and adoption... even internally. • In this org, more than just defined “marketers” take part in marketing. The entire company is expected to uphold the culture of the company, whether through offline events, social media, or one-to-one user interactions. “I like to think of marketing as the intentional transfer of culture. It is an essential element to just about everything. Building great product is marketing. The way we talk to our customers is marketing. With that definition, I do see everyone participating in marketing to various degrees.” Brian Doll GitHub VP of Marketing @briandoll Source: GitHub
THE CUSTOMER ORG Software that helps teams track, collaborate, code, and ship products. HQ: Sydney, Australia
THE CUSTOMER ORG Source: Atlassian
THE CUSTOMER ORG Key Features • Built with a focus on the marketing funnel, from awareness-based branding to lead generation and nurturing, to customer retention. • The bottom of the funnel receives a great deal of attention, as the “Customer 4 Life” team exists specifically to nurture and retain existing customers. The team’s goal is to improve customer success on existing products (i.e. retention) while upselling new features. • Marketing Ops supports the rest of the organization. Source: Atlassian
THE CREATIVE ORG Members-only shopping site featuring some of the most sought-after brands in fashion, accessories, footwear, home, travel, and more. HQ: Boston, MA
THE CREATIVE ORG Source: Rue La La
THE CREATIVE ORG Key Features • Marketing, merchandising, and creative align to provide Rue La La members with a fully integrated, seamless shopping experience. • Marketing is organized by disciplines (such as acquisition, PR, or social) across each business category (e.g. fashion, home, travel). The GM of each business line sets the overall objective. “The future of marketing is truly dependent on the ability to integrate compelling content and commerce into a seamless experience. Creating that added value will keep customers loyal and coming back to your brand. That’s why all teams must be aligned and working together to deliver the most personal and enriching experience for our customers.” Robin Domeniconi Rue La La CMO @RobindNYC Source: Rue La La
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