Building a Marketing Department & Team - Wrike

A marketing department drives the promotional engine of a business. It is responsible for increasing brand awareness overall, while also driving potential and ... MarketingGuideBuildingaMarketingTeamMenuGuideoverview1.MarketingManagement2.RoleofaMarketingProjectManager3.BuildingaMarketingTeamWhatdoesamarketingdepartmentdo?Whataretypicalrolesinamarketingteam?AdvancedmarketingteamrolesHowtobuildamarketingteamHowtostructureamarketingdepartmentWhattoolsdomarketingteamsneed?4.HowToCreateaMarketingStrategy5.DevelopingaMarketingPlan6.HowToBuildaMarketingCalendar7.AnIntroductiontoMarTech8.MarketingTools&Software9.AGuidetoMarketingAnalytics10.CreatingaMarketingDashboard11.MarketingResourceManagement12.FAQs13.GlossaryGuideoverview1.MarketingManagement2.RoleofaMarketingProjectManager3.BuildingaMarketingTeamWhatdoesamarketingdepartmentdo?Whataretypicalrolesinamarketingteam?AdvancedmarketingteamrolesHowtobuildamarketingteamHowtostructureamarketingdepartmentWhattoolsdomarketingteamsneed?4.HowToCreateaMarketingStrategy5.DevelopingaMarketingPlan6.HowToBuildaMarketingCalendar7.AnIntroductiontoMarTech8.MarketingTools&Software9.AGuidetoMarketingAnalytics10.CreatingaMarketingDashboard11.MarketingResourceManagement12.FAQs13.GlossaryBuildingaMarketingTeamMarketingdepartmentsarecriticaltoacompany’sprofitandgrowthbecauseoftheirroleinfinding,attracting,andretainingcustomers.Withoutrobustmarketingefforts,potentialcustomersmayfinditdifficulttolearnaboutyourproductsorservices.Additionally,yourcompanymaynotbeabletodiscernthebesttargetcustomerbasetoadvertiseproducts,andthegeneralpublicwouldcometotheirownconclusionsaboutyourbrandoverall. Frommanagingthecompany’sbrandandimagetopromotingupcomingproductsorevents,here’swhatyouneedtoknowaboutmarketingteams. Whatdoesamarketingdepartmentdo?Amarketingdepartmentdrivesthepromotionalengineofabusiness.Itisresponsibleforincreasingbrandawarenessoverall,whilealsodrivingpotentialandrecurringcustomerstoacompany’sproductsorservices.Therefore,amarketingteamisavitalpartofacompany’sstructurebecauseitshouldbetheteamthatbringsinbusiness,retainsit,andhelpsyourcompanygrowandachievefinancialandorganizationalgoals. Tothatend,amarketingdepartmentisresponsibleformanytasks,andacompany’smarketingdepartmentstructurewillvarydependingonthevolumeandscopeofthosetasks. KeymarketingdepartmentresponsibilitiesBecausemarketingactivitiescanvarywidely,companiesoftenruntheriskofthemarketingdepartmentbecomingacatch-allfortasksthatdon’tnecessarilyhaveanotherplacetoland.However,inacompanywithawell-definedmarketingdepartmentstructure,thefunctionsofthemarketingdepartmentwillmostlikelyinclude,butaren’tlimitedto,thefollowing: Outliningmarketstrategy:Theheadofthemarketingdepartment,whetherthechiefmarketingofficerorthevicepresidentformarketing,willworkwithseniormarketingstafftosetthemarketingstrategyforthecompany.Themarketingstrategywillthenprovidedirectiontoothermembersofthemarketingteamwhowillcarryouttherelevanttasks. Organizingmarketresearch:Marketresearchcanbeconductedin-house,wheremembersofthemarketingteamconductsurveysandanalyzeindustrydatatoascertainwhichsegmentsofthemarketshouldbetargeted.Marketresearchcanalsoinvolvemarketingteammembersdirectlyspeakingtocustomersorpotentialcustomersorholdingfocusgroups.Finally,marketresearchissometimesconductedbyathirdparty,andthemarketingdepartmentwouldberesponsibleforanalyzingthisinformationandmakingmarketdecisionsbaseduponit. Assistingwithproductdevelopment:Becausemarketingteamshaveanintimateunderstandingofthetargetmarket,potentialcustomerbase,andcompetitorofferings,theyoftenassisttheproductdevelopmentdepartment.Themarketingdepartmentwillbeabletoinformproductdesignersaboutgapsinthemarketandwillbeabletorelayfeedbackfromcustomers. Strategizingandspearheadingpromotion:Promotionisoneoftheelementsmostpeoplewouldassumethatamarketingdepartmenthandles,andtheywouldbecorrect.Strategizingandspearheadingpromotionalopportunities—whetherdigital,print,pay-per-click,orearnedmedia—isanintegralpartofamarketingdepartment’sresponsibilities. Managingandplanningevents:Withintheremitofmostmarketingdepartmentsistheplanningandmanagementofarangeofevents,fromwebinarsdesignedtogenerateleadstoproductlaunchesthatwillgarnerpublicity. Supportingsalesanddistributionteams:Marketingdepartmentsdon’tcarryouttheirworkinavacuum.Instead,everythingtheydoaffectsotherpartsofthecompany.Oneofthekeyresponsibilitiesofamarketingdepartmentistosupportsalesanddistributionteamsinordertoensuretheseareasarepreparedforthemarketingactivitytheyplanandexecute.Thismightmeanpreppingthedistributionteamaheadofaplannedpromotionalactivity,checkinginventorybeforecoordinatingamarketingcampaignaroundaproduct,orqualifyingleadsusingdemographicandbehavioraldatatohelpsalesteamssellmoreeffectively. Marketingdepartmentscoverarangeoffunctionsthatarecriticaltothesuccessandgrowthofacompany.Now,we’lllookatthespecificrolesthatensuretheseresponsibilitiesarecarriedout. ReadmoreblogpostHowToManageMarketingProjectsEffectivelyblogpostWhatIsaMarketingEnvironment?Whataretypicalrolesinamarketingteam?Thespecificrolesineachmarketingdepartmentwillvarydependingonthesizeofthecompany,theindustry,andthetargetaudiencefortheproductorservice.Forexample,asmallplumbingcompanyprobablydoesn’trequireadataanalyst.However,alargemultinationalmighthaveanentireteamofdataanalystsworkingtooptimizethemarketingteam’sefforts. Hereisaselectionoftypicalmarketingdepartmentroles: Chiefmarketingofficer:Whethertheheadofthemarketingdepartmentisreferredtoasthevicepresidentofmarketingorthechiefmarketingofficer(CMO),thoseintherolehavesimilarresponsibilitiesaroundgeneratingrevenuethroughmarketingefforts,minimizingcostsandrisks,andsupportingoverallcompanygoals. Marketingdirectorormarketingmanager:OncetheCMOhasdesignedthemarketingstrategyandpriorities,itisuptothemarketingdirectorormanagertocreatecampaignsandplanstoachievethatstrategyeffectively.Amarketingmanageralsodirectlyoverseesthemarketingteammembersastheycompletetasksthatadvancethedepartment’sstatedmission.Marketingspecialist:Dependingontheneedsofthecompany,amarketingdepartmentstructuremightincludeaselectionofmarketingspecialistswhohaveparticularareasofexpertise.Theseareasofexpertisecanincludedigitalmarketing,SEOmarketing,emailmarketing,socialmediamarketing,andcontentmarketing.Thesespecialistswilltakefullcontroloftheirareaofexpertiseandmightevenworkwithateamoflower-levelmarketingteammemberstocarryoutthesedailytasksandcampaigns. Dataanalyst:Becauseacompany’smarketingfunctionisdrivenheavilybydata,adataanalystisarolemostcompanieswillrequire.Infact,largecompaniesmighthaveentireteamsdedicatedtodataanalysis.Dataanalystsinmarketingdepartmentsmeasuretheimpactofcampaigns,identifybest-performingchannelsandverticals,andenableteamstomakeinformed,data-drivendecisions.  Contentwriter:Amarketingcontentwriterisresponsibleforwritingmanydifferenttypesofcontent,alldesignedtobuildthecompany’sbrand,drawinpotentialcustomersandretainexistingcustomers.Marketingcontentmanagersmaybetaskedwithwritingwebsitecopy,eBooks,massemailsandnewsletters,socialmediacopy,videoscripts,andadvertisements.TheymustalsobeadeptatoptimizingeachofthesecontenttypesforSEOtoattracttraffictoonlinecontent. Visualdesigner:Sometimescalledagraphicdesigner,avisualdesignerisresponsibleforcreatingvarioustypesofon-brandgraphicsandimagery.Thesecanincludeinfographics,eventsignage,imagesforprintoronlineplatforms,andvisualsforemailandonlinemarketing.Theydesignvisualsthathelppromotethebrandandsupportmarketingcampaigns. Techexpert:Marketingdepartmentsoftenbenefitfromemployingatechexpertwhoisadeptatcodingandcanthereforemanagethewebsiteandproductshop.TechexpertsmightbecalledupontodesignA/Btestingforanemailcampaignandshouldbeabletoexpertlymanipulatecontentmanagementsystems. Marketingprojectmanager:Companiesoftenemploymarketingprojectmanagerswhoareresponsibleforspecificmarketingprojects.Marketingprojectmanagersmightfocustheirtimeonasinglelargecampaignorafewsmallerprojects,andtheywouldoverseethestaffinvolvedincarryingouttheseprojects.Forexample,amarketingprojectmanagermightoverseeadigitalcampaigndesignedtosupportaproductlaunchorserveasprojectmanagerforalargecompanyevent. Publicrelations:Whilemostmarketingrolesarefocusedonpromotingproductsorservicesandbuildingacompany’sbrandtoincreaseprofit,publicrelationsteammembersaretaskedwithmarketingthecompanyitselftothegeneralpublic.Thismightinvolvewritingpressreleasesaboutkeyappointmentsorpromotingcharitableinitiativestorelevantmedia.AdvancedmarketingteamrolesCompaniesoftenrequireadvancedmarketingteamroles,especiallywhentheyarelookingtogrowinscaleandscope.Theseincluderoleswithinthefollowingcategories: Demandgeneration:Demandgenerationmarketingdepartmentstaffareresponsibleforcreatingandimplementingstrategiestoattract,nurture,land,andretaincustomersforthebusiness.Whereasothermarketingdepartmentrolesareoftenmeasuredbythenumberofleadstheybringintothecompany,successinleadgenerationrolesismeasuredbytheamountofprofittheygenerateforthecompany. Marketingoperations:Anotheradvancedmarketingareaisthatofmarketingoperations.Oftenreferredtoasmarketingops,thisdepartmentisresponsibleforensuringthatthemarketingteam’stechnologyandprocessesworkinanefficientmanner.Theyareinchargeoftheworkmanagementsoftwareormarketingtoolstheteamusesonadailybasistocarryouttheirwork. Automation:Automatingcertainmarketingfunctionscangreatlyimprovetheefficiencyandefficacyofthemarketingdepartment,capitalizingonleadsandhelpingnurturethemintopurchasingaproductorservice.Marketingautomationinvolvesacquiringasmuchdataaspossibleaboutaprospectivecustomerandtailoringandautomatingtheinformationandcommunicationtheyreceive.HowtobuildamarketingteamBuildingamarketingteamcanbeadauntingtaskbecauseitissuchacrucialaspectofbusinesssuccess.Hiringthewrongpersoncanbecostly,frustrating,andcansetyourcompany’sgrowthbacksignificantly.Infact,74%ofcompaniesreportanaveragecostof$14,900perbadhire,accordingtoonesurvey.Butitispossibletobuildastrongmarketingdepartmentthatcanhelpyourcompanysucceedquickly. Therearemanywaystobuildamarketingteam,andyourmarketingteamneedswillvarydependinguponthesizeofyourcompanyandyourspecificmarketingrequirements.Ifyouareintheinitialstagesofbuildingyourmarketingteam,therearetwocommonroutestoconsider:Startwithamarketingteamleaderandmarketinggeneralists:Yourmarketingdepartmentwillneedaleaderfromthebeginning,butwhetheryouchoosetohireanexecutive-levelmarketingteamleaderlikeaCMOwilldependonthefutureprospectsforyourcompany.Smallormid-levelcompaniesandstart-upsmightbegininsteadwithamarketingmanagerasteamleader,marketinggeneralist,andvisualdesigner.Amarketinggeneralistissomeonewhohasexperiencewithseveraldifferentareasofmarketingbutwhodoesn’tspecializeinoneparticulararea.Forinstance,amarketinggeneralistmightbeabletomanagewritingwebsitecontent,emailcampaigns,andsocialmediabutwouldn’tnecessarilyhavespecializedskillsinSEOordataanalysis. Buildadigitalteamfirst:Anotherroutetobuildingyourmarketingdepartmentistofocusonadigitalmarketingteamfirstandhireseveralrolesthatallowyouamorebroadbaseofspecialtiesfromthestart.Adigitalmarketingmanagerwillbeanimportantfirsthire,followedbyaselectionofdigitalspecialists,includingadataanalystwhocanhelpdrilldownyourcompany’stargetmarketsegments,acontentwriterwhocanpopulateyourwebsiteandsocialmediatoattractcustomers,aswellasawebsiteandvisualdesignertosupportthemarketingteam’sdesignneeds. Freelancemarketingspecialistsandprojectmanagershiredonacontractbasiscanhelpsupportyourmarketingdepartment,fillinggapsinyourteamasthecompanyscales.HowtostructureamarketingdepartmentThestructureofamarketingdepartmentdependsinpartonthesizeandtypeofcompany.Verysmallorfledglingstart-upcompaniesmightonlyhaveahandfulofpeopleontheirmarketingteam.Meanwhile,mid-levelcompaniesandlargemultinationalshavesignificantlybroaderneedswhenitcomestomarketingfunctions. Hereisanexampleofanenterprisemarketingdepartmentstructure: Whichskillsareneededinhigh-functioningmarketingteams?Marketingdepartmentsarefast-pacedenvironments,withaslewofprojects,tasks,andmovingpartsinmotioneveryday.Marketingteamsneedtorecognizeandadapttochangesincustomerdesiresandmasterthebestwaystoreachthosecustomersusingamyriadofchannels. Thesehardskillsarecriticaltoahigh-functioningmarketingteam: Dataanalysis:Becausemarketingdepartmentsrelyheavilyondataanalysistoevaluatehowtoaccesspotentialcustomers,theabilitytoanalyzeinformationandstrategizebasedonthosefindingsiscriticaltoamarketingteam’ssuccess. Writing:FromblogpoststoeBooks,websitecontenttoadcopy,writingskillsarehighlyimportantforhigh-functioningmarketingteamswhoneedtoshifttoneandstyletoreachavarietyofcustomersanddrawthemtothebrand. SEO:Inthelastdecade,optimizingcontentforsearchengineshasbecomeoneofthebestwaysforcompaniestogettheirproductsandservicesinfrontofcustomersandgenerateleadsandsales.AmarketingteamneedstostayatthecuttingedgeofSEOpracticeinordertoexcel. Socialmedia:ArguablyjustasimportantasSEO,socialmediaisacriticalelementtoanymarketingdepartment’sskillset.Theabilitytocreateengagingandevenviralcontentforarangeofdifferentsocialmedia,workwithsocialmediainfluencersforproductplacement,andrespondtocustomerqueriesisimportantforamarketingteam. Technology:Thesedays,marketingisinherentlyreliantontechnology,frommanagingwebsitestosoftwareforschedulingtheabove-mentionedsocialmediacampaignsore-commerceoptionsforsellingproductsandservices.Themarketingdepartment’stechnologystackisextensive,andfullyintegratedworkmanagementsoftwarecanhelpefficiency,visibility,andaccountability.What’sthebestwaytohireformarketingdepartmentpositions?Whenyou’rebuildingyourmarketingteam,oneofthebiggestquestionsyoumighthaveiswhatisthebestwaytohirethebestpeople?MarketingcandidatesareoftenexcellentatusingnetworkingtoolslikeLinkedIn,makingthatavaluableplacetostartyourmarketingsearch.Referralsfromexistingmarketingteammembersisanothergreatstrategyforensuringthatpotentialmarketingteamemployeeswillbeagoodfitwithcompanycultureandthattheyhavetheskillsrequiredtopushyourteamtothenextlevel. Whilemanymarketingcandidateswillneedtoworkinanoffice-basedcapacity,somerolescanbefulfilledremotely,whichcangreatlyincreasethepotentialpoolofmarketingapplicantstobuildoutyourteam.Whattoolsdomarketingteamsneed?Becausemarketingdepartmentsdealwithahostofdifferentmetrics,socialmediachannels,andarangeofprintanddigitalmedia,themarketingdepartmenttoolstheyusewillmakeallthedifference.Marketingdepartmentsoftenrelyheavilyonworkmanagementormarketingmanagementsoftware,andonekeyelementthatallmarketingdepartmentsshouldlookforintheirmarketingtoolsisappintegration.Ifpossible,amarketingdepartmentshoulduseworkmanagementsoftwarethatintegratesasmanyoftheappstheyuseonaregularbasisaspossible,likeWordPress,MediaValet,andMailchimp. Wrike’sworkmanagementadd-onslikeWrikeforMarketersarespecificallydesignedtostreamlineamarketer’sworkflow,cuttingdownontimelostswitchingbetweenplatformsandsuperchargingtheirperformanceeveryday. ReadmoreblogpostHowToTrackyourDigitalChannelswithDigitalMarketingKPIsblogpostCreateaMarketingPlanWithWrikeRoleofaMarketingProjectManagerHowToCreateaMarketingStrategytweetsharesharesendMarketingConceptsMarketingFunnelTargetingInMarketingLeadInMarketingMarketingAssetManagementWhatisA/BTestinginMarketingMarketingReachMarketingChannelMarketingToolsandSoftwareMarketingSystemB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