Sales Reports to the CMO
The right structure for marketing starts at the top. Your organization needs one executive ultimately responsible for revenue. This could be the head of sales, marketing, or a third role such as Chief Growth Officer. Our recommendation is to make the CMO responsible for revenue, and the head of sales reports to the CMO. Here are the pros and cons of this approach.
- A unified message across advertising and sales.
- Customer feedback from analytics, market research and sales is aggregated and reported on to the CMO. This leads to a more complete understanding of the customer.
- Better orchestration of the prospect journey from marketing to sales.
- Because marketing tends to work with aggregated data, a marketing-minded leader will be more likely to enforce sales and CRM standards that produce cleaner data.
- The CMO might not have enough sales knowledge to lead a business development team.
- There is a risk that the CMO may hamper sales activities by establishing overly-burdensome standards for data entry.
The shortcomings of the approach above are solved by having a strong CMO with a knowledge of B2B business development.
The VP Structure
The top level structure separates into campaigns, operations and sales. The purpose of putting operations and campaigns into separate groups is because operations require technical expertise. The head of marketing operations should have a strong technical and analytical skills.
The role of campaign group is largely creative. They are in charge of developing the graphic design and messaging. Below are examples of the activities this group is responsible for.
- Print materials
- Trade show media and coordination
- Graphic design
- Video planning and production
- Content marketing and ad copy
- PPC management
- Email marketing design and strategy
The operations group's role requires technical skill involving development, data, analytics, and integrations. Below are examples of the activities this group is responsible for.
- Website development
- Integrations between systems - for example, integrations for syncing contacts between CRM and email marketing software.
- Contact and segment management - ensuring the right data is available for creating marketing segments and building the right segments.
- Web and mobile app analytics
- Development and configuration of offline conversions for paid media.
Campaign Team Structure
The goal of your campaigns should be to deliver a coordinated message across multiple channels. This requires the people managing campaigns and creating the media to work closely together. Your company website, ads, emails, and app should present a consistent message and consistent brand imagery.
The size of your company will determine how many of these positions are filled. For smaller companies, the campaign team may have 2 or 3 team members that need to assume multiple roles. For really large companies, there may be multiple team members for roles like email or PPC management.
Operations Team Structure
This is the technical team that supports the campaigns team. The handle data services and automation, build the website, manage the CRM and perform analysis and competitive research. This team will almost function like a development team within the marketing department.
As with the campaign team structure, the size of the company will determine how broad or specialized each team member's role is. For smaller companies, one team member may need to assume multiple roles. For example, one person may need to work on both data services and marketing intelligence.