Don't Do It Yourself

How to Structure a Sales and Marketing Dream Team

How to Structure a Sales and Marketing Dream Team

Sales and marketing teams are pivotal in today's business world. Their roles are dynamic, shaping the very heart of enterprises.

Approaching their structure correctly is key. It can fuel growth, foster customer engagements, and drive profitability. I've learned this firsthand while growing my own marketing agency, GrantSpark.

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

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Structuring Sales and Marketing Department

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

  • Sales and Marketing department structure by discipline
    • Org Type: Traditional corporate departments
    • Best For: Midsize/Enterprise companies
  • Sales and 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. Sales and Marketing Department Structure by Discipline

Sales and 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, Strategic Planning, Competitive Analysis Chief Marketing Officer, Marketing Strategist
Content Content Creation, SEO, Copywriting Content Manager, SEO Specialist, Copywriter
Social Media Social Media Management, Content Planning, Analytics Social Media Manager, Social Media Analyst
Email Email Marketing, CRM, Segmentation Email Marketing Manager, CRM Manager
PR Media Relations, Press Release Writing, Event Planning PR Manager, Communications Specialist
Sales Product Knowledge, Relationship Building, Negotiation Sales Manager, Account Executive, Sales Representative
Advertising Ad Campaign Management, Media Buying, Creativity Advertising Manager, Media Buyer, Creative Director
Analytics Data Analysis, Market Research, Reporting Data Analyst, Market Research Analyst

2. Sales and Marketing Department Structure by Function

Sales and 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, Communication, CRM Software Lead Generation Specialist, Business Development Representative
Product Marketing Product Knowledge, Market Research, Positioning Product Marketing Manager, Brand Manager
Customer Success Customer Relationship, Problem Solving, Product Knowledge Customer Success Manager, Account Manager
Partnership Relationship Building, Strategic Planning, Negotiation Partnership Manager, Channel Sales Manager
Event Marketing Event Planning, Communication, Project Management Event Marketing Manager, Trade Show Coordinator
Market Research Data Analysis, Survey Design, Report Writing Market Research Analyst, Consumer Insights Analyst

Sales and 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 1-10 Minimal staff needed due to limited operations.
Small-Medium Business 10-50 Increased demand requires a larger, more specialized team.
Large Enterprise 50+ Large-scale operations necessitate extensive team.

Factors to Consider When Deciding On a Sales and Marketing Department Structure

  1. Business Goals: Understand the company's objectives. The structure of your sales and marketing team should align with the business's primary goals, whether it's growing market share, launching new products, or increasing customer retention.
  2. Customer Preferences: Take into account your customers' preferences. The team should be organized in a way that best serves your customers and meets their needs, from the channels they prefer for communication to the types of content they consume.
  3. Team Skills: Evaluate the skills and strengths of your team. A successful sales and marketing team requires a balanced mix of skills, from data analysis and market research to creativity and communication.
  4. Company Size: Consider the size of your business. Larger companies may need more specialized roles, while smaller businesses might require team members to wear multiple hats.
  5. Industry Trends: Stay updated with industry trends. The structure of the team should be flexible enough to adapt to changing market conditions and trends, ensuring the business remains competitive.

Explore other marketing departments:

So, there you have it, a detailed overview of a Sales and 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.