How to Structure an Integrated Marketing Dream Team

Integrated Marketing teams are essential in modern businesses. They harmonize various strategies to achieve corporate goals.

Understanding their structure is pivotal. It helps grasp how they function and contribute to business success. My partners and I have been running our own marketing agency for years so I can tell you what actually works.

But first, let's talk about the Integrated Marketing department structures you have to choose from.

Structuring Integrated Marketing Department

There are two main types of department structures based on company size and resources.

• Integrated Marketing department structure by discipline
  • Org Type: Traditional corporate departments
  • Best For: Midsize/Enterprise companies
• Integrated Marketing department structure by function
  • Org Type: Employees are grouped by activities and objectives
  • Best For: Small to Medium Sized Business (SMB)

Let’s go in-depth to each one of them.

1. Integrated Marketing Department Structure by Discipline

Discipline-based structure involves building teams centered around various marketing disciplines. For example, SEO, Content, Market Research, and Product Strategy could each form separate teams within a department.

Discipline	Key Skills	Potential Roles
Content	Copywriting, SEO, Storytelling, Research, Editing	Content Manager, Editor, SEO Specialist
Social Media	Community Management, Content Creation, Analytics, Trend Spotting, Advertising	Social Media Manager, Community Manager, Social Media Specialist
Email Marketing	Copywriting, Analytics, CRM, A/B Testing, Segmentation	Email Marketing Manager, CRM Specialist, Email Designer
PR & Communications	Public Speaking, Crisis Management, Networking, Writing, Media Relations	Public Relations Manager, Communications Specialist, PR Coordinator
SEO	Keyword Research, On-page SEO, Link Building, Analytics, Technical SEO	SEO Manager, SEO Analyst, SEO Consultant
Design	Graphic Design, UI/UX Design, Branding, Typography, Adobe Creative Suite	Graphic Designer, UX Designer, Creative Director
Analytics	Data Analysis, Google Analytics, Reporting, A/B Testing, Data Visualization	Data Analyst, Marketing Analyst, Analytics Manager
Strategy	Market Research, Competitive Analysis, Strategic Planning, Brand Strategy, Budgeting	Marketing Strategist, Brand Manager, Chief Marketing Officer

2. Integrated Marketing Department Structure by Function

Another approach is structuring by function, where teams are formed based on the different functions they perform. For example, promotion, launches, and relationship management could all be separate teams.

Function	Key Skills	Potential Roles
Brand Management	Brand Strategy, Market Research, Customer Insights, Positioning, Brand Development	Brand Manager, Brand Specialist, Brand Director
Product Marketing	Product Knowledge, Market Intelligence, Competitive Analysis, Cross-Functional Collaboration, Positioning	Product Marketing Manager, Product Marketing Specialist, Director of Product Marketing
Partnerships	Relationship Building, Strategic Planning, Negotiation, Collaboration, Business Development	Partnerships Manager, Business Development Manager, Director of Partnerships
Customer Experience	Customer Journey Mapping, Customer Feedback Analysis, UX Design, Data Analysis, CRM	Customer Experience Manager, Director of Customer Experience, Customer Success Manager
Market Research	Data Analysis, Survey Design, Research Skills, Consumer Behavior, Statistical Analysis	Market Research Analyst, Market Research Manager, Director of Market Research
Event Management	Event Planning, Vendor Management, Budgeting, Creativity, Public Relations	Event Manager, Event Coordinator, Director of Events

Integrated Marketing Team Size versus Business Scale

To achieve successful marketing outcomes, you need to align the team size with your business's scale – a strategic approach that helps optimize resources and drive targeted growth.

Business Scale	Ideal Department Size	Explanation
Start-up	1-3	Resource constraints and less complexity.
Small-Medium Business	4-10	Diverse needs but manageable operations.
Large Enterprise	11+	High complexity and larger market presence.

Factors to Consider When Deciding On an Integrated Marketing Department Structure

1. Business Goals: Define your objectives clearly. Whether it's building brand awareness, increasing sales, or engaging customers, your marketing department should align with these goals.
2. Target Audience: Understand who your customers are. Creating a marketing team that can effectively communicate with your target demographic is crucial for success.
3. Available Resources: Consider your assets. This includes both financial resources and human capital. The size and competencies of your team should reflect what's available.
4. Market Trends: Stay updated with the latest industry trends. Your marketing department should be dynamic and flexible enough to adapt to changes in the market.
5. Internal Communication: Ensure smooth collaboration. A well-structured department should facilitate easy communication and cooperation between team members to execute integrated marketing strategies effectively.

Explore other marketing departments:

• SEO Agency Team Structure
• Advertising Team Structure
• Marketing Operations Team Structure

So, there you have it, a detailed overview of an Integrated Marketing team structure. From the essence of the team and key roles, to structuring and optimizing; every aspect tailored to achieve success on your business blueprint.