How to Structure a Field Marketing Dream Team

Field marketing teams play a crucial role in today's fast-paced business world. They bridge the gap between companies and their consumers.

Understanding how to structure these teams is key. A well-organized team can effectively engage customers, strengthening their connection to the brand. We've learned this firsthand while growing our own marketing agency, GrantSpark.

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

Structuring Field Marketing Department

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

• Field Marketing department structure by discipline
  • Org Type: Traditional corporate departments
  • Best For: Midsize/Enterprise companies
• Field 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. Field 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 Research, Brand Management, Business Analysis	Marketing Strategy Manager, Field Marketing Analyst
Communications	Public Relations, Content Creation, Media Relations	Field Communications Manager, PR Specialist
Events	Event Planning, Vendor Management, Budgeting	Field Event Coordinator, Event Marketing Specialist
Digital Marketing	SEO, Social Media Marketing, Email Marketing	Digital Field Marketing Manager, SEO Specialist
Product Marketing	Product Knowledge, Market Analysis, Customer Engagement	Product Marketing Manager, Field Product Specialist
Analytics	Data Analysis, Market Forecasting, ROI Tracking	Field Marketing Data Analyst, Market Research Analyst
Partnerships	Stakeholder Management, Negotiation, Strategic Planning	Partnership Marketing Manager, Field Partner Coordinator
Sales Support	Sales Strategy, Lead Generation, CRM	Sales Support Specialist, Field Sales Coordinator

2. Field 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, Networking, CRM Software Utilization	Lead Generation Specialist, Field Marketing Lead Analyst
Brand Promotion	Storytelling, Creative Campaigns, Media Planning	Brand Promotion Manager, Field Branding Specialist
Customer Engagement	Customer Relationship Management, Feedback Analysis, Customer Retention Strategies	Customer Engagement Coordinator, Field Customer Relationship Manager
Local Marketing	Regional Market Understanding, Local Advertising, Community Engagement	Local Marketing Manager, Field Local Marketing Specialist
Content Distribution	Content Creation, Channel Management, Content Optimization	Content Distribution Manager, Field Content Coordinator
Competitor Analysis	Market Research, Data Analysis, Strategic Thinking	Competitor Analysis Specialist, Field Market Research Analyst

Field 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	Limited resources, focus on core business functions.
Small-Medium Business	4-10	Growth stage requires more outreach, yet maintains lean structure.
Large Enterprise	10+	Wide scope and scale of operations necessitates larger team.

Factors to Consider When Deciding On a Field Marketing Department Structure

1. Team Skills: Look at the abilities and experience your team already has. It's crucial to have a mix of creative, tactical, and strategic skills to handle diverse marketing challenges.
2. Business Objectives: Your department structure should align with your overall business goals. Whether you're focusing on customer acquisition, brand awareness, or product launches, your team's roles should reflect these aims.
3. Company Size: The size of your company often determines the structure of your marketing department. Smaller businesses might require a lean team with versatile skills, while larger companies can afford more specialized roles.
4. Target Market: Understand who your customers are. If your business serves different geographical regions or demographics, your field marketing team should have the expertise to engage these specific audiences effectively.
5. Resources: Assess the resources at your disposal. This can include budget, technology, and time. The structure of your team should leverage these resources for maximum efficiency and impact.

Explore other marketing departments:

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

So, there you have it, a detailed overview of a Field 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.