How to Structure a Sales and Marketing Dream Team

Sales and marketing teams are pivotal in today's business world. Their roles are dynamic, shaping the very heart of enterprises.

Approaching their structure correctly is key. It can fuel growth, foster customer engagements, and drive profitability. I've learned this firsthand while growing my own marketing agency, GrantSpark.

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

Structuring Sales and Marketing Department

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

• Sales and Marketing department structure by discipline
  • Org Type: Traditional corporate departments
  • Best For: Midsize/Enterprise companies
• Sales and 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. Sales and 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
Strategy	Market Analysis, Strategic Planning, Competitive Analysis	Chief Marketing Officer, Marketing Strategist
Content	Content Creation, SEO, Copywriting	Content Manager, SEO Specialist, Copywriter
Social Media	Social Media Management, Content Planning, Analytics	Social Media Manager, Social Media Analyst
Email	Email Marketing, CRM, Segmentation	Email Marketing Manager, CRM Manager
PR	Media Relations, Press Release Writing, Event Planning	PR Manager, Communications Specialist
Sales	Product Knowledge, Relationship Building, Negotiation	Sales Manager, Account Executive, Sales Representative
Advertising	Ad Campaign Management, Media Buying, Creativity	Advertising Manager, Media Buyer, Creative Director
Analytics	Data Analysis, Market Research, Reporting	Data Analyst, Market Research Analyst

2. Sales and 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
Lead Generation	Prospecting, Communication, CRM Software	Lead Generation Specialist, Business Development Representative
Product Marketing	Product Knowledge, Market Research, Positioning	Product Marketing Manager, Brand Manager
Customer Success	Customer Relationship, Problem Solving, Product Knowledge	Customer Success Manager, Account Manager
Partnership	Relationship Building, Strategic Planning, Negotiation	Partnership Manager, Channel Sales Manager
Event Marketing	Event Planning, Communication, Project Management	Event Marketing Manager, Trade Show Coordinator
Market Research	Data Analysis, Survey Design, Report Writing	Market Research Analyst, Consumer Insights Analyst

Sales and 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	1-10	Minimal staff needed due to limited operations.
Small-Medium Business	10-50	Increased demand requires a larger, more specialized team.
Large Enterprise	50+	Large-scale operations necessitate extensive team.

Factors to Consider When Deciding On a Sales and Marketing Department Structure

1. Business Goals: Understand the company's objectives. The structure of your sales and marketing team should align with the business's primary goals, whether it's growing market share, launching new products, or increasing customer retention.
2. Customer Preferences: Take into account your customers' preferences. The team should be organized in a way that best serves your customers and meets their needs, from the channels they prefer for communication to the types of content they consume.
3. Team Skills: Evaluate the skills and strengths of your team. A successful sales and marketing team requires a balanced mix of skills, from data analysis and market research to creativity and communication.
4. Company Size: Consider the size of your business. Larger companies may need more specialized roles, while smaller businesses might require team members to wear multiple hats.
5. Industry Trends: Stay updated with industry trends. The structure of the team should be flexible enough to adapt to changing market conditions and trends, ensuring the business remains competitive.

Explore other marketing departments:

• B2B SaaS Marketing Team Structure
• Recruitment Marketing Team Structure
• Ecommerce Marketing Team Structure

So, there you have it, a detailed overview of a Sales and 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.