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.
Best for Growth Marketers
Best for Paid Ads & CMO's
Best for eCommerce Marketing
Table of Contents
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
- 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.
- 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.
- 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.
- 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.
- 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.