Regardless of whether you outsource or hire, many people with varying skills usually need to be involved to make your marketing efforts successful (whether your sales goal is $1M in new revenue or $20M). So what to do? And where do key people fit in the picture? This framework may help you consider how to decide and prioritize roles and responsibilities within the marketing function. More than likely you will see through this exercise that it often takes a village to create marketing programs that will drive revenue. About Lydia's Marketing & Communication Consulting Services: I help companies develop effective brand, marketing and content strategies. Strategic Thinker | Exceptional Marketing Planner | Effective Content Marketer | Great Value

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Sample Framework
to Assess B2B Marketing
‘Workload & Resource Reality’
Document the likely workload
needed to execute
your Marketing Plan (effectively)
and the variety of skills needed
• Brand positioning and core messages
(that all team members, writers,
designers, etc. will work from)
• Branding & Marcom guidelines (e.g.
color palette, communication
templates, fonts, graphics, etc.)
• Social media policies
• Metric goals and budget
• Lead management requirements and
processes
• Market and customer loyalty strategy
• Big picture, strategic, analytical mindset
• B2B “modern marketing” experience
• Ability to organize/interpret/translate
data, insights and ideas for team,
stakeholder and senior management
discussions
• Create analytical framework to show
what to measure, why and how
• Create rules, spreadsheets, feeds, etc.
to easily organize, segment, view and
track data
• Create dashboards and reports for
various stakeholders
• Support creation or evolution of lead
management infrastructure &
workflows
• Strategic analytical ability
• Strong with Google Analytics,
spreadsheets, database marketing,
reporting techniques, etc.
STEP 1
Use this as a framework for
discussion and analysis to decide
who should be accountable for
the work as well as who will
manage details of execution
(whether full-time or outsourced
talent)
Use output from Steps 1 & 2 to
decide final organizational
structure, comp plans, hiring
approach, future staffing
projections, etc.
STEP 2 STEP 3
Accountability
Examples
Brand & Marketing
Strategy
Task Examples SKILLS NEEDED WHO
Data & Analysis,
Infrastructure and
Processes
• Recommend and design specific/measurable
campaigns to meet an objective (e.g. campaign
to generate 100 newleadsortomeetother
metricgoals)
• Manage campaign thru execution,
partnering with others as needed (e.g.
for content, communications, media
placements, measurement, etc.)
• Understands lead gen best practices,
database marketing, CRM, marketing
automation, media buying, PR, email,
landing pages, social media, etc.
• Exceptional project manager
• Can engage and direct designers and
other support functions as needed
Campaign Design
and Execution
• Drive the broader strategy for what
and why as it relates to content and
communications
• Coordinate data, research, team input,
etc. to inform strategy
• Accountable for plan, schedule,
execution and integration
• More than a Marcom Manager or writer;
thinks big picture and considers content
from the audience POV as well as
sales/service goals
• Ability to synthesize data to make
creative decisions about content’s
role in moving the business forward
Content &
Communications Strategy
• Oversee and manage the confirmed
content strategy
• Oversee execution of all marketing
content as well as customer, employee
or investor communications
• Support execution of product-specific
communications and content (inc. spec
sheets, product presentations, white
papers, etc.) or content for sales
campaigns
• Willing to take execution responsibility
for all communications
• Can work cross-functionally to ensure
all stakeholder needs are met
• Able to develop and manage content
production workflows, editorial
calendars and applicable analytics
• manage the rollout, maintenance and
user experience for product or service
offerings
• Partner with Marketing heads to
develop positioning and core content
• Partner with stakeholders as needed
• Product (and various technical)
expertise
• Deep insight into customer needs and
motivations
• Ability to partner and collaborate for
messaging, subject-matter-expertise and
customer experience
Content &
Communications
Development
• Dedicated resource to help Sales reps
execute their plans
• Social selling support (e.g. to optimize
LinkedIn as a channel for building
relationships)
• Sales presentations, emails, and other
direct communications
• Event planning, e.g. sales workshops,
tradeshows, webinars, executive
roundtables, etc.
• Data mining, analysis, CRM optimization
• Tactical while also understanding
strategic objectives and the need to
integrate with other marketing areas
(e.g. Product Marketing, Corporate
Marketing)
• Creative with content; can run with
tactical ideas using corporate guidelines
and agency support
Sales Support and
Project Management
Lead Qualification
and Outreach
Product Management
• Gatekeeper for new leads and
top-of-the-funnel processes and
outreach
• Oversees website Chat function
• Sales oriented, knows how to uncover
needs and underlying interest
• Ability to work with CRM and established
processes & workflows
• Design branding guidelines in
partnership with marketing leaders
• Oversee design and creative output for
all mediums
• Create communication templates for
presentations, e-newsletters, case
studies, etc.
• Support web and content development
teams with customized images, graphic
elements, etc. as needed
• Strategic with regard to design’s impact
on engagement and conversions
• Great designer as well as manager for
projects requiring multiple specialists
• Experience designing for B2B buyers and
influencers
• Able to get up to speed quickly on
strategic business insights informing
design decisions
Web & Graphic Design
415.672.1870 | lydia@lydiamarketingconsulting.com | www.lydiamarketingconsulting.com