How to Build a Modern Marketing Department
In recent years, marketing has been one of the most rapidly changing functions as a surge of innovation in channels, platforms, analytics, and even creative requirements has hit all at once and shows no sign of slowing. It’s not surprising that it’s been hard for marketing org structures to keep up.
Traditional orgs often don’t account for new channels and the depth of analytics and creative production capabilities that modern digital campaigns require. In addition, functional silos get in the way of the collaboration and rapid iteration needed to optimize highly granular and fast-moving digital channels.
A second challenge is defining roles at different company stages. The marketing team might need to cover a wide range of activities with multi-functional players in the early days when it’s 5 people, then begin to increase specialization around 10, and finally build out groups with leaders as it grows to a team of 15+. There’s no single blueprint for how to navigate this evolution and it’s dependent on an organization’s particular go-to-market, channel mix, and the economics that make up its “marketing math.”
The RevelOne Marketing Skills Map is meant to help with this thinking. We’ve laid out a broad view of the roles, channels, and skills found in a built-out, modern marketing department. It’s grouped into key customer lifecycle stages and supporting groups. We list common skills under each role which lets you think about prioritizing the most important skillsets for your marketing program as well as think about how you might group or combine them in a smaller org. It can also be used to assess your current team’s skills in order to identify gaps where you need to hire or further develop your people.
I hope you find this tool useful.