How to Structure a Performance Marketing Dream Team

Performance marketing teams are game changers in today's business world. They drive growth and ensure businesses thrive in our fast-paced environment.

Understanding how to structure these teams is key. It lays the groundwork for success, promoting efficiency and effectiveness. I speak from experience from running my own marketing agency, GrantSpark.

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

Structuring Performance Marketing Department

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

• Performance Marketing department structure by discipline
  • Org Type: Traditional corporate departments
  • Best For: Midsize/Enterprise companies
• Performance 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. Performance 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
SEO	Keyword research, On-page optimization, Link building, SEO auditing	SEO Specialist, SEO Analyst, SEO Manager
Social Media	Content creation, Social media strategy, Community management, Social media analytics	Social Media Specialist, Social Media Manager, Social Media Analyst
PPC	Keyword bidding, Campaign management, Conversion rate optimization, PPC analytics	PPC Specialist, PPC Analyst, PPC Manager
Email Marketing	Copywriting, Email design, A/B testing, Email marketing analytics	Email Marketing Specialist, Email Marketing Manager
Content	Copywriting, Content strategy, SEO writing, Blogging	Content Writer, Content Strategist, Content Manager
Analytics	Data analysis, Google Analytics, A/B testing, Conversion rate optimization	Data Analyst, Digital Marketing Analyst, Marketing Analytics Manager
Affiliate Marketing	Partnership development, Campaign management, Affiliate tracking, Performance analysis	Affiliate Manager, Affiliate Coordinator, Affiliate Marketing Specialist
Mobile Marketing	Mobile advertising, App store optimization, Mobile analytics, Mobile marketing strategy	Mobile Marketing Specialist, Mobile Marketing Manager

2. Performance 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
Strategy	Performance analysis, Strategic planning, Market research, Budgeting	Performance Marketing Strategist, Performance Marketing Director
Conversion Optimization	A/B testing, Landing page optimization, User experience (UX), Sales funnel management	Conversion Rate Optimizer, Conversion Specialist
Creative	Graphic design, Video production, Copywriting, Branding	Creative Director, Graphic Designer, Copywriter
Programmatic Advertising	Real-time bidding, Demand-side platform (DSP), Data management platform (DMP), Campaign management	Programmatic Trader, Programmatic Campaign Manager
Performance Analysis	Data analysis, Performance reporting, Marketing analytics, ROI calculation	Performance Analyst, Performance Reporting Manager
Media Buying	Negotiation, Media planning, Campaign management, Vendor relationship management	Media Buyer, Media Planner

Performance 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 demand a small, multitasking team.
Small-Medium Business	4-7	Increased workload requires a more specialized team.
Large Enterprise	8+	Complex campaigns necessitate a larger, diverse team.

Factors to Consider When Deciding On a Performance Marketing Department Structure

1. Team Skills: Consider the skills required for performance marketing. These may include digital marketing, data analytics, and project management. The team should have a diverse skill set for effective marketing campaigns.
2. Business Goals: Align your team structure with the business's strategic goals. This will help the team to focus on the tasks that drive the most value for the business.
3. Resource Allocation: Evaluate your resources. This includes the budget, tools, and time available. It's crucial to use these resources efficiently to achieve the best results.
4. Market Trends: Keep an eye on the latest trends in digital marketing. The team should be adaptable to new technologies and strategies for effective performance marketing.
5. Communication: Ensure there are clear channels for communication within the team. Good communication is key to coordinating efforts and achieving marketing objectives.

Explore other marketing departments:

• Field Marketing Team Structure
• Content Marketing Team Structure
• Social Media Marketing Team Structure

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