How to Structure a Marketing Automation Dream Team

At the heart of modern business sits Marketing Automation. This dynamic team plays a crucial role in today's fast-paced economy.

Understanding how to structure such a team is vital. It shapes success in an increasingly digital world. I speak from experience from running my own marketing agency, GrantSpark.

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

Structuring Marketing Automation Department

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

• Marketing Automation department structure by discipline
  • Org Type: Traditional corporate departments
  • Best For: Midsize/Enterprise companies
• Marketing Automation 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. Marketing Automation 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 Research, Data Analysis, Strategic Planning, Brand Management	Marketing Automation Strategist, Brand Strategist
Content	Content Creation, SEO, Copywriting, Content Strategy	Content Manager, SEO Specialist, Copywriter
Email	Email Campaign Management, Copywriting, Data Analysis, Email Strategy	Email Marketing Specialist, Email Campaign Manager
Analytics	Data Analysis, Market Research, Statistics, Reporting	Data Analyst, Market Research Analyst
Social Media	Social Media Strategy, Content Creation, Community Management, Analytics	Social Media Manager, Community Manager
CRM	CRM Management, Data Analysis, Customer Segmentation, Relationship Management	CRM Manager, Customer Success Manager
Lead Generation	Lead Generation Strategies, Data Analysis, Sales Funnel Management, Conversion Optimization	Lead Generation Specialist, Conversion Rate Optimization Specialist
Web Development	Web Design, UX/UI Design, HTML/CSS, JavaScript	Web Developer, UX/UI Designer

2. Marketing Automation 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
Automation	Marketing Automation Tools, Data Analysis, Campaign Management, CRM	Marketing Automation Specialist, Marketing Automation Manager
Database	Data Management, SQL, CRM, Data Analysis	Database Manager, Data Management Specialist
Segmentation	Customer Segmentation, Data Analysis, CRM, Market Research	Segmentation Analyst, Segmentation Manager
Integration	CRM, Marketing Automation Tools, API Management, Data Management	Integration Specialist, Integration Manager
Personalization	Customer Segmentation, Personalization Strategies, CRM, Data Analysis	Personalization Specialist, Personalization Manager
Technical	Marketing Automation Tools, API Management, HTML/CSS, JavaScript	Technical Marketing Specialist, Technical Marketing Manager

Marketing Automation 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	1-2	Minimal resources, focus on key tasks.
Small-Medium Business	3-5	Expanded needs, more customer segmentation.
Large Enterprise	6+	High complexity, extensive campaigns & segmentation.

Factors to Consider When Deciding On a Marketing Automation Department Structure

1. Understand Business Goals: Know the objectives of your organization. This understanding will help you align your marketing automation strategy with the broader business goals and drive success.
2. Evaluate Current Processes: Assess existing marketing practices. This will enable you to identify areas that can be automated to improve efficiency and results.
3. Identify Required Skills: Determine the skills you need in your team. Marketing automation requires a mix of technical and creative talents, including expertise in data analysis, content creation, and customer engagement.
4. Consider Technological Infrastructure: Consider your company's current technological capacity. Your infrastructure should support the automation tools and software you plan to implement. If not, you may need to invest in upgrading or acquiring new technologies.
5. Plan for Scalability: Plan your marketing automation strategy with future growth in mind. As your business expands, your marketing automation needs will also grow. Your structure should be able to scale and adapt to changing requirements.

Explore other marketing departments:

• Nonprofit Marketing Team Structure
• Email Marketing Team Structure
• Graphic Design Team Structure

So, there you have it, a detailed overview of a Marketing Automation 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.