The document outlines three examples of marketing team organizational structures: 1) A demand generation and content focused structure led by a VP of Demand Generation and a VP of Brand and Communications. 2) A performance marketing focused structure led by a VP of Performance Marketing and a VP of Brand and Communications. 3) A channel marketing focused structure led by a VP of Demand Generation, a VP of Product Marketing, and a VP of Brand and Communications.

1. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 1
MARKETING TEAM ORG
STRUCTURE EXAMPLES

2. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 2
DEMAND GEN AND CONTENT FOCUSED ORG
VP Demand
Gen
VP Brand &
Communications
Communications
Manager
(PR/AR)
Content Marketing
Manager
(Editor/Writer/TOFU)
Marketing Automation
Manager
(MOPS, analytics)
Campaign Manager
(Events, product and sales
alignment)
Acquisition Manager
(Paid, marketing pipeline, and
analytics)
VP Product
Marketing
Product Marketing
Manager
(Launches, Use Cases, and
Sales Enablement)
Director of Sales
Enablement
(Sales alignment, Selling)

3. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 3
PERFORMANCE MARKETING FOCUSED ORG
VP Performance
Marketing
Enterprise Manager
(Campaigns, MOFU)
Mid-Market Manager
(Campaigns, MOFU)
Marketing Automation
Manager
(MOPS, analytics)
Creative Director
(Analytics & Website)
Content Marketing
Manager
(Editor/Writer/TOFU)
VP Brand &
Communications
Communications
Manager
(PR/AR)
Events Manager
VP Product
Marketing
Product Marketing
Manager
(Launches, Use Cases, and
Sales Enablement)
Director of Sales
Enablement
(Sales alignment, Selling)

4. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 4
CHANNEL MARKETING FOCUSED
VP Demand
Gen
Inbound Marketing
Manager
(Campaigns, Paid)
Channel Marketing
Manager
(Campaigns, Paid)
Field Marketing
Manager
(Sales alignment, events,
campaigns)
Marketing Automation
Manager
(MOPS, analytics)
MD
Team
VP Product
Marketing
Product Marketing
Manager
(Launches, Use Cases, and
Sales Enablement)
Director of Sales
Enablement
(Sales alignment, Selling)
VP Brand &
Communications
Communications
Manager
(PR/AR)
Content Marketing
Manager
(Editor/Writer/TOFU)
Graphic Designer
(Design for all content)
Campaign Manager
(Project management of
brand campaigns)