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.
Best for Growth Marketers
Best for Paid Ads & CMO's
Best for eCommerce Marketing
Table of Contents
- Structuring Account-Based Marketing Department
- Account-Based Marketing Team Size versus Business Scale
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 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
- 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.
- 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.
- Team Size: Consider the number of individuals required to execute your strategy effectively. This is dependent on your business size, targets, and available resources.
- 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.
- 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.