How to Structure an Account-Based Marketing Dream Team

Account-Based Marketing (ABM) teams are revolutionizing today's business landscape. They are key players in fostering growth and success.

These teams bring unique strategies to attract high-value accounts. Their work is essential in navigating our dynamic business world. 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 Account-Based Marketing department structures you have to choose from.

Structuring Account-Based Marketing Department

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

• Account-Based Marketing department structure by discipline
  • Org Type: Traditional corporate departments
  • Best For: Midsize/Enterprise companies
• Account-Based 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. Account-Based 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, Planning, Decision Making	Chief Marketing Officer, Marketing Strategist
Data	Data Analysis, CRM Management, Reporting	Data Analyst, CRM Manager
Content	Content Creation, SEO, Storytelling	Content Manager, SEO Specialist
Design	Graphic Design, UX/UI, Branding	Graphic Designer, UX/UI Designer
Social Media	Social Media Management, Content Planning, Engagement Analysis	Social Media Manager, Community Manager
Email	Email Marketing, Campaign Management, Analytics	Email Marketing Specialist, Campaign Manager
Sales Liaison	Sales Strategy, Lead Conversion, Cross-Departmental Collaboration	Sales Liaison Officer, ABM Sales Specialist
Events	Event Planning, Branding, Logistics	Event Coordinator, Event Marketing Specialist

2. Account-Based 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
Accounts	Account Management, Relationship Building, Cross-Departmental Collaboration	Account Manager, Account Executive
Technology	MarTech Understanding, CRM, Automation Tools	Marketing Technologist, CRM Analyst
Personalization	Segmentation, Personalized Messaging, Targeting	Personalization Specialist, ABM Personalization Analyst
Measurement	Analytics, ROI Calculation, Performance Metrics	Marketing Analyst, Performance Metrics Specialist
Orchestration	Project Management, Strategy Execution, Multi-Channel Coordination	Orchestration Manager, Campaign Orchestration Specialist
Customer Success	Customer Retention, Upselling, Customer Satisfaction	Customer Success Manager, Customer Retention Specialist

Account-Based 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	1-2	Limited resources and fewer client accounts.
Small-Medium Business	3-5	More resources and accounts, but still growing.
Large Enterprise	6+	Abundant resources and a large number of accounts.

Factors to Consider When Deciding On an Account-Based Marketing Department Structure

1. Objective Alignment: Ensure your team's objectives align with the company's overall goals. This enables a seamless integration of your department's efforts with the broader organization's mission.
2. Skills and Competencies: Identify the specific abilities and expertise your team needs to fulfill its objectives. This might include understanding of customer behavior, data analysis, or creative writing for marketing content.
3. Team Size: Consider the number of individuals required to execute your strategy effectively. This is dependent on your business size, targets, and available resources.
4. Communication Flow: Establish a clear communication chain within your team. This ensures that tasks are clearly defined, progress is easily tracked, and issues are promptly addressed.
5. Adaptability: In today's rapidly changing business environment, your team needs to be agile and adaptable. Be ready to evolve your strategies based on market trends and customer feedback.

Explore other marketing departments:

• Marketing Agency Team Structure
• Public Relations Team Structure
• Performance Marketing Team Structure

So, there you have it, a detailed overview of an Account-Based 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.