Organizational design and restructuring is not new. But, with the requirement to create data-driven marketing organizations and support marketers who show bottom line results more emphasis is being placed on marketing leaders to structure their teams and business in a way that is agile and impactful.
Reflecting on this, and doing some additional research of my own, I was struck by the lack of published material describing how one might go about building a marketing organization that addresses business challenges happening right now and most importantly that can drive results right now.
Over the past several years as I’ve been fortunate to lead marketing organizations for enterprise and mid-market businesses. During this time I’ve developed an organizational playbook that can scale to virtually any size of business, is highly adaptable, and has a proven track record for success.
Enclosed is the core framework for what I believe is an ideal composition for the modern marketing organization. I’m looking forward to your feedback. - Jascha
HubSpot partnered with innovative executives from Forrester Research, Mindjet, Rue La La, Zendesk, Atlassian, and GitHub to bring you this look into modern-day marketing org structure. As inbound and digital change the way we market, we need to stay ahead in the way we organize our teams. In this report, each executive details their org chart and looks ahead to the future. You can also download each job description found in the report for your company to use!
How to design a modern Marketing and Communications department in an agile ma...Paul Cowan
Marketing departments still remain in an old, hierarchical structure with a massive reliance on agencies and vendors to do much of the brand positioning and communications work. This model is inefficient, outdated and removes the IP from the ownership of the company. This document reveal the 3 key issues that are forcing change on how marketing organizations structure and deploy, with a recommended structure and people required in the modern marketing world.
Our Lead Generation Plan Playbook is a consulting methodology that highlights our premium tool-kit of tools & templates to help you develop a comprehensive lead generation plan.
Download the Sales Strategy Template
fourquadrant.com/product/strategic-account-plan-template/
Sales Strategy Template - The outline for s sales strategy plan should include an assessment of the customer’s business, opportunities that are prioritized, a summary of the team’s capabilities, an evaluation of relationships and a sales action plan.
Strategic Market Planning - Assessing a customer’s business is a fundamental element of strategic market planning. Start with a basic SWOT and then drill down to develop value statements that specific to specific business initiatives.
Sales Strategy Plan - The sales strategy plan should be centered around the opportunity area that provides high value to both the account and the vendor. Other opportunities may exist but win / win’s are the best possible outcome.
Marketing & Sales Strategy - Document the sales strategies and capabilities required to penetrate and or expand into the account.
Sales Tactics - The identification of key customer contacts required to advance the strategic and tactical aspects of the sales are key sales tactics. Formalize the collection of this information for the entire account team to leverage.
Market Development Strategy - The market development strategy must document the tangible, objective, quantitative measures of success. These sales metrics are typically expressed as subscription, bookings or revenue.
Download the Sales Strategy Template
fourquadrant.com/product/strategic-account-plan-template/
HubSpot partnered with innovative executives from Forrester Research, Mindjet, Rue La La, Zendesk, Atlassian, and GitHub to bring you this look into modern-day marketing org structure. As inbound and digital change the way we market, we need to stay ahead in the way we organize our teams. In this report, each executive details their org chart and looks ahead to the future. You can also download each job description found in the report for your company to use!
How to design a modern Marketing and Communications department in an agile ma...Paul Cowan
Marketing departments still remain in an old, hierarchical structure with a massive reliance on agencies and vendors to do much of the brand positioning and communications work. This model is inefficient, outdated and removes the IP from the ownership of the company. This document reveal the 3 key issues that are forcing change on how marketing organizations structure and deploy, with a recommended structure and people required in the modern marketing world.
Our Lead Generation Plan Playbook is a consulting methodology that highlights our premium tool-kit of tools & templates to help you develop a comprehensive lead generation plan.
Download the Sales Strategy Template
fourquadrant.com/product/strategic-account-plan-template/
Sales Strategy Template - The outline for s sales strategy plan should include an assessment of the customer’s business, opportunities that are prioritized, a summary of the team’s capabilities, an evaluation of relationships and a sales action plan.
Strategic Market Planning - Assessing a customer’s business is a fundamental element of strategic market planning. Start with a basic SWOT and then drill down to develop value statements that specific to specific business initiatives.
Sales Strategy Plan - The sales strategy plan should be centered around the opportunity area that provides high value to both the account and the vendor. Other opportunities may exist but win / win’s are the best possible outcome.
Marketing & Sales Strategy - Document the sales strategies and capabilities required to penetrate and or expand into the account.
Sales Tactics - The identification of key customer contacts required to advance the strategic and tactical aspects of the sales are key sales tactics. Formalize the collection of this information for the entire account team to leverage.
Market Development Strategy - The market development strategy must document the tangible, objective, quantitative measures of success. These sales metrics are typically expressed as subscription, bookings or revenue.
Download the Sales Strategy Template
fourquadrant.com/product/strategic-account-plan-template/
Our Product Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to develop a comprehensive product marketing plan.
Sales & Marketing Development Plan - a template for the CROFan Foundry
This playbook helps you build, measure, learn and adjust your sales and marketing leadership plan. It addresses many topics under Sales and Distribution, Customer Development, Strategic Marketing Frameworks and Integrated marketing Plans, including sample metrics for measuring progress.
Use this Marketing Communications Framework to define the activities required to successfully create, plan and execute a marketing communications plan.
Process to create a best digital marketing strategy.
4 Step Process - To Create Best Digital Marketing Strategy for 2018.
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
Step 1 : Define your Goals and Objective of strategy
Step 2:Analyse every area of the business
Step 3:Creating Effective Plan
Step 4:Measure every actions
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
How to develop an effective Business Development StrategyHein Roth
In this presentation, the visitor is introduced to the essentiality of developing a balanced Business Development Strategy for any business. Strong focus is given to the importance of having an effective Inbound Marketing Strategy, some Outbound Marketing Strategies, all with the aim to generate better leads and to drive more business through the front door of one's business. Attention is also given on how to convert leads into actual long-term business relationships.
Tactical to Transformational: The Evolution of Marketing OperationsAllocadia Software
How the Marketing Operations function can lead transformational change across the organization.
While some Marketing Operations teams are operating at a tactical level, often disconnected from marketing leadership, best-in-class organizations are empowering their marketing operations teams to drive transformational change in the way marketing aligns with the product and sales.
With the increasingly essential role of planning, measuring and reporting marketing’s contribution to the corporate bottom line, marketing operations is uniquely positioned to enable better alignment, efficiency and transformation across marketing, sales and product organizations.
What you'll learn:
1. The evolving role of marketing operations in strategy, infrastructure, enablement and accountability
2. How to align marketing strategy and investments to business goals and revenue performance
3. An overview of key financial planning perspectives that provide the basis for aligned measurement and performance
Effective B2B And B2B Marketing Strategy For Organization Set 1 Strategy CdSlideTeam
You can download this product from -
https://www.slideteam.net/effective-b2b-and-b2c-marketing-strategy-for-organization-set-1-strategy-cd.html
slideteam.net has the world's largest collection of Powerpoint Templates. Browse and Download now!
Description of this above product -
B2B and B2C marketing involves promoting the products and services of the organization through specialized tools and channels, which would, in turn, increase their sales. The following deck Effective B2B and B2C Marketing Strategy for Organization Set covers such strategies that would help the business in marketing its services to target customers. This presentation is helpful for marketing managers intending to identify the process of developing such marketing strategies and use multiple KPIs to measure their impact. The following presentation initially provides an overview of b2b marketing as a strategy to promote organization products and services to the target audience. A detailed process for developing such a strategy has also been highlighted in the presentation. Essential steps of the process are identifying the organization vision, defining an ideal buyers persona, identifying channels for b2b and b2c marketing, and running marketing campaigns and advertisements. The following complete deck also displays such strategies; these are content marketing, inbound marketing, social media marketing, search engine optimization, and referral marketing. In the end, multiple KPIs, metrics, and dashboards are utilized to measure the performance of these strategies. Download it now.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
Agency Partner Programs: Generating data-driven marketing plans with AIGrowth Channel
How to Generate Data-Driven Marketing Plans in 30min
The session covered tools and best practices for automating market research, simulating campaign performance, and optimizing marketing operations using Artificial Intelligence to boost your agency operations.
- Growth Marketing vs. Digital Marketing
- Automate market research
- Identify personas & map their customer decision journey
An effective sales strategy is essential to build a brand and to generate sales and increase revenues. Do you have a strategy ready? Download these 26 content-ready sales strategies PowerPoint presentation slides and convert leads to make the difference between poor, average, and record sales numbers. Download now
https://www.slideteam.net/complete-powerpoint-decks-presentations/sales-strategy-powerpoint-presentation-slides.html
Our Product Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to develop a comprehensive product marketing plan.
Sales & Marketing Development Plan - a template for the CROFan Foundry
This playbook helps you build, measure, learn and adjust your sales and marketing leadership plan. It addresses many topics under Sales and Distribution, Customer Development, Strategic Marketing Frameworks and Integrated marketing Plans, including sample metrics for measuring progress.
Use this Marketing Communications Framework to define the activities required to successfully create, plan and execute a marketing communications plan.
Process to create a best digital marketing strategy.
4 Step Process - To Create Best Digital Marketing Strategy for 2018.
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
Step 1 : Define your Goals and Objective of strategy
Step 2:Analyse every area of the business
Step 3:Creating Effective Plan
Step 4:Measure every actions
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
How to develop an effective Business Development StrategyHein Roth
In this presentation, the visitor is introduced to the essentiality of developing a balanced Business Development Strategy for any business. Strong focus is given to the importance of having an effective Inbound Marketing Strategy, some Outbound Marketing Strategies, all with the aim to generate better leads and to drive more business through the front door of one's business. Attention is also given on how to convert leads into actual long-term business relationships.
Tactical to Transformational: The Evolution of Marketing OperationsAllocadia Software
How the Marketing Operations function can lead transformational change across the organization.
While some Marketing Operations teams are operating at a tactical level, often disconnected from marketing leadership, best-in-class organizations are empowering their marketing operations teams to drive transformational change in the way marketing aligns with the product and sales.
With the increasingly essential role of planning, measuring and reporting marketing’s contribution to the corporate bottom line, marketing operations is uniquely positioned to enable better alignment, efficiency and transformation across marketing, sales and product organizations.
What you'll learn:
1. The evolving role of marketing operations in strategy, infrastructure, enablement and accountability
2. How to align marketing strategy and investments to business goals and revenue performance
3. An overview of key financial planning perspectives that provide the basis for aligned measurement and performance
Effective B2B And B2B Marketing Strategy For Organization Set 1 Strategy CdSlideTeam
You can download this product from -
https://www.slideteam.net/effective-b2b-and-b2c-marketing-strategy-for-organization-set-1-strategy-cd.html
slideteam.net has the world's largest collection of Powerpoint Templates. Browse and Download now!
Description of this above product -
B2B and B2C marketing involves promoting the products and services of the organization through specialized tools and channels, which would, in turn, increase their sales. The following deck Effective B2B and B2C Marketing Strategy for Organization Set covers such strategies that would help the business in marketing its services to target customers. This presentation is helpful for marketing managers intending to identify the process of developing such marketing strategies and use multiple KPIs to measure their impact. The following presentation initially provides an overview of b2b marketing as a strategy to promote organization products and services to the target audience. A detailed process for developing such a strategy has also been highlighted in the presentation. Essential steps of the process are identifying the organization vision, defining an ideal buyers persona, identifying channels for b2b and b2c marketing, and running marketing campaigns and advertisements. The following complete deck also displays such strategies; these are content marketing, inbound marketing, social media marketing, search engine optimization, and referral marketing. In the end, multiple KPIs, metrics, and dashboards are utilized to measure the performance of these strategies. Download it now.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
Agency Partner Programs: Generating data-driven marketing plans with AIGrowth Channel
How to Generate Data-Driven Marketing Plans in 30min
The session covered tools and best practices for automating market research, simulating campaign performance, and optimizing marketing operations using Artificial Intelligence to boost your agency operations.
- Growth Marketing vs. Digital Marketing
- Automate market research
- Identify personas & map their customer decision journey
An effective sales strategy is essential to build a brand and to generate sales and increase revenues. Do you have a strategy ready? Download these 26 content-ready sales strategies PowerPoint presentation slides and convert leads to make the difference between poor, average, and record sales numbers. Download now
https://www.slideteam.net/complete-powerpoint-decks-presentations/sales-strategy-powerpoint-presentation-slides.html
A capability model for successfully reaching & engaging consumersTim Suther
Highlights 4 key capabilities to reach/engage customers in a connected world. 1) Reach/engage your audience by narrowcasting, 2) multidimensional insight - filter out the false signals that cost money and harm brands, 3) create a central nervous system - the synapse to send/receive stimuli then recalibrate, and 4) personalized/coordinated engagement at the moment of truth, when customers are engaged with your brand, and when they're out living their life. These capabilities can facilitate redirection of 15-30% of marketing programs/media spend
A Comprehensive, industry-agnostic, multi-purpose Marketing Management functional area business capability model. Visit: https://www.ciopages.com/store/business-capability-model-for-marketing/
Structuring for success - Developing a dynamic structure for your marketing t...B2B Marketing
With marketing evolving rapidly in response to adoption of emerging digital communication techniques and changing buyer behaviour, it's imperative that the skill set of the marketing function evolves too, to reflect this and to enable the brand to compete effectively in the digital age.
Furthermore, marketing must be able to concisely communicate and report on the value of what they are delivering for the organisation, to all departments and particularly to the board. Fresh from delivering Deloitte's Olympics sponsorship, brand and marketing director Annabel Pritchard will focus on how to build a marketing function that's fit for purpose and structured around delivering clear and measurable business benefits. This session will cover:
•Structuring the team - ensuring a dynamic mix of specialisms across the marketing function
•Managing and nurturing the marketing team - encouraging learning and skills development
•Raising the profile of marketing - reporting value to the Board and championing the value of marketing across the business.
How to guide - selecting an organizational structure for marketingDemand Metric
Does your marketing department have a solid infrastructure? Do all of your company’s marketing professionals understand their role/function in the organization? Is the chain of command easily understood or only loosely communicated to marketing staff?
Organizational (org) structures provide a framework within a company that ensures all employees are aware of their role and how they fit into the ecosystem of the business. Org structures present themselves on a spectrum anywhere from a traditional, top-down approach to more collaborative, flexible approaches. Org structures vary by company size, industry and business needs. Ideally, each company will create its structure based on their specific requirements and continue to update the org structure as changes occur, both internally and externally.
As marketing departments become more complex, with new technologies and initiatives appearing all the time, it is important that Marketing builds and maintains an org structure that will enhance their current and future plans.
This How-To Guide was designed to help you understand what the common org charts look like, the pros and cons of each structure and how to select the best org structure for your company.
- See more at: http://www.demandmetric.com/content/selecting-org-structure-marketing
Analyzed Amazon.com Business Structure. EFE Matrix, IFE Matrix, IE Matrix, SWOT Analysis, Quantitative Strategic Planning Matrix, Recommended Strategy, Organizational Structure, Organizational Culture, Product Positioning Map, Target Marget, Strategy Evaluation Report.
I gained knowledge and experience to consult for Strategic Business Management. I am very interested in mergers and acquisitions.
Carl Larson Resume v1 ENTERPRISE SOFTWARE AND SERVICES SALES LEADERCarl Larson
Sales, marketing, and customer success subject matter expert with hands-on B2B sales leadership experience at small, medium, and large organizations. Consistently successful and notably grows sales revenue, gross profit margins, and market share to exceed objectives. Recognized as a champion at building, re-building, and transforming best in class sales organization performance, operational process excellence, and customer outcomes. Develops new business customers, grows existing customer revenues, and introduces new product offerings to penetrate new markets. Recognized for excellence in effective sales prospecting, business-value qualification, executive relationship building, proof of value, win-win contract negotiation, and closing sales.
PCA16-Become the Product Manager You Always Thought You Could BeRay Hernandez
foundation level information on what a Product manager should be doing, the pitfalls in their career, and the ways for managers to get back on the path of success.
Building Blocks of Sales Enablement - 2018 SES ConferenceMike Kunkle
This are the slides from my presentation at the 2018 Sales Enablement Society Conference on "The Building Blocks of Sales Enablement: A Systems Thinking Approach to Sales Performance Improvement"
Ten Steps to Building a Brand Publishing Center of ExcellenceComBlu, Inc.
In conjunction with the Forbes CMO research, the Brand Publishing Institute (BPI) has just released an additional report that examines the 10 best practices required to effectively build a publishing center of excellence.
This report is designed to provide marketing executives a holistic methodology for organizing, optimizing, and systematizing enterprise-wide publishing processes.
In addition, this framework provides an objective lens to help marketing executives evaluate the many technologies, skills sets, organizational changes, and process redesigns they will need to consider as they build a publishing competency.
The Brand Publishing Institute offers best practices research, executive education workshops, and practitioner certification programs designed to teach marketing leaders – and their direct reports – how to successfully manage the rising cost and complexity of content operations, and sustainably fuel content-intensive sales and marketing programs. www.brandpublishinginstitute.com
A Performance-Driven Operational Leadership, Management, Marketing, Business Development, Growth & Innovation Professional with strong skills in the following areas: Market Research/Analysis; Marketing Leadership; Turnaround Management; Sales; Continuous Process & Performance Improvement; Presentations, Negotiation & Closing; Strategic/Tactical Planning; Leadership, Training & Team Building; Project Management.
Adapted from a multi-day corporate B2B workshop (plus selected MBA modules) on marketing management. Includes the marketing planning process, tactical marketing, value creation and delivery, and integrated marketing communications.
Bridget Haraslic Resume - Strategic B2B Marketing Professional with over 15 years of combined marketing and project management experience. Proven leader in the launch and growth of multi-million dollar products.
Paula Crerar, Sr. Director, Content and Product Marketing at Brainshark walks through how to get started in the world of content marketing. http://www.brainshark.com/
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Coca Cola Branding Strategy and strategic marketing plan
Modern marketing organizational structure @kaykas - jascha kaykas-wolff
1. THE MODERN MARKETING
ORGANIZATIONAL STRUCTURE
Jascha Kaykas-Wolff
jascha@kaykas.com
marketingiteration.com
@kaykas
2. ORGANIZATIONAL DESIGN FOR MODERN MARKETERS
Organizational design and restructuring is not new. But, with the requirement to
create data-driven marketing organizations and support marketers who show
bottom line results more emphasis is being placed on marketing leaders to structure
their teams and business in a way that is agile and impactful.
Reflecting on this, and doing some additional research of my own, I was struck by
the lack of published material describing how one might go about building a
marketing organization that addresses business challenges happening right now
and most importantly that can drive results right now.
Over the past several years as I’ve been fortunate to lead marketing organizations
for enterprise and mid-market businesses. During this time I’ve developed an
organizational playbook that can scale to virtually any size of business, is highly
adaptable, and has a proven track record for success.
Enclosed is the core framework for what I believe is an ideal composition for the
modern marketing organization. I’m looking forward to your feedback. - Jascha
prepared by: jascha kaykas-wolff @kaykas
3. ORGANIZATIONAL DESIGN FOR MODERN MARKETERS
Sections:
1. Marketing’s Role
1. Departments and matrixed interactions
2. Engagement Philosophy
3. Operating Systems
4. Structure & Roles
1. Product Marketing
2. Marketing Operations & Technology
3. Field / Demand Gen
4. Content & Communications
5. Creative
prepared by: jascha kaykas-wolff @kaykas
4. MARKETING’S ROLE IN THE ORGANIZATION
Objectives
•Align Product & Marketing To Develop & Maintain A Consistent Go-To-
Market Program
•Create Sales & Marketing Alignment Against Pipeline, Bookings & Revenue
Contribution
•Develop & Maintain A Best-In-Class Relationship With Technology &
Delivery
•Be The First And Best Customer
•Build An Industry & Discipline Thought Leadership Practice
•Be A Best-In-Class Example Content Marketing Organization (Owned,
Earned, Paid)
•Develop And Maintain Strategic Go-To-Market Partnerships
prepared by: jascha kaykas-wolff @kaykas
5. MARKETING’S ROLE IN THE ORGANIZATION
Critical Touch Points
Corporate marketing is the horizontal services
layer that intersects with every organization
across the company developing consistency
in visual and written language & centers of
excellence.
Product marketing turns key themes and customer needs backlog and prioritization.
into actionable sales materials and field marketing campaigns.
Product
Technology and product collaborate on
Technology
Sales
Corporate Marketing
Product
Marketing
Marketing Operations
Field Marketing
Product marketing and product collaborate on core
pain points, buying targets and user personas to further
develop products customers need and the business can
best utilize.
Alignment on key objectives and targets and a
dependence on data drives closer alignment.
Marketing operations provides consistent
data connecting suspects to users from field
marketing to product and technology.
prepared by: jascha kaykas-wolff @kaykas
6. MARKETING ORGANIZATION
Operational Philosophy
Operate Like Consultants
•With Product, Field Marketing & Sales on messaging and GTM strategies
•With Product and Sales on Social Engagement
•Campaigns: Consult to provide strategic input, review, guidance for field based
campaigns with Global PR teams and field marketing
•Engagement in strategy development, wireframe review, creative review
•Execution done by Regional PR or Field Marketing Teams
Execute Like Scientists
•All US Product GTMs: Drive US execution of product, services, partner campaigns
•PR/AR: Execute campaign strategy and tactics for priority campaigns in
partnership with Product, Services, or Partner SMEs
•Transparent access to Marketing (and business) data across the organization
Enable The Corporation
•Content editorial calendar is developed utilizing resources across the entire
company
•Social engagement training and best practices driven from Corp Marketing
•US Online Campaign Playbook: enable broad usage of Agile Marketing techniques
through the resources in the playbook, continually updated with new content
prepared by: jascha kaykas-wolff @kaykas
7. MARKETING ORGANIZATION
Operational System
•Agile: It’s not just product development anymore
“Businesses tend to think their major constraint is resources, when in
reality it’s process. And the process constraint modern businesses
need to over come hierarchy is agile. Agile is a process designed
to achieve difficult and rewarding innovations by priority, not by
stockpiling resources. Agile is the process of full value thinking, not
marginal thinkingMa.rg”in al Thinking vs. Full Value Thinking : http://blog.mindjet.com/2013/04/agile-marketing-series-marginal-thinking-
vs-full-value-thinking/ Agile Marketing Case Study: http://www.slideshare.net/kaykas/agile-marketing-jess3-
mindjet-case-study-between-the-minds
prepared by: jascha kaykas-wolff @kaykas
8. MARKETING ORGANIZATION
Structure: Overall
Creative
Content &
Communication
s
Marketing
Operations
Product
Marketing
Field Marketing /
Demand Gen
Ownership
•Brand
•Design
•Brand Writing
•Reporting
•Analytics/Data
•Testing
•Website
•Public Relations
•Editorial
•Content Calendar
•Bill Of Materials
•Pipeline Contribution
target
•Revenue Contribution
target
•Field events
•Demand Gen Activities
& budget
•Sales Enablement
•Product Descriptions
•Pricing
•Sales Training
Functions/Roles
•Brand
•Design
•Brand Writing
•M.A.P. / SFDC
Administrator
•Web Developers
•Project
Management
•Data Scientist
•Editor
•PR Manager
•Corporate Journalist
•Product Marketer
•Project Manager
•Business Manager
Example Tasks
•Website Design/Copy
•Email Design/Copy
•Physical Collateral
•Sales & Marketing
Funnel
Management
•Weekly Reporting
•Ad Hoc Analysis
•Website
Development
•Buying Journey
Stages Development
•Content
Development
Oversight (regardless
where it is
produced)
•PR Outreach
•P&L Management
•Product Launches
•Customer Polls
•Localization
•Demand Gen
•Event Specialist
•Regional Events
•Regional Nurture Program
•Regional SEM Management
Product Marketing Excellence Drives Close Alignment
Between Product & Sales specifically through Field
Marketing
Key Ownership Areas:
•Messaging and value proposition system
•Product Bill-Of-Materials
•Sales enablement
Marketing Operations Excellence Drives Close
Alignment with Technology & Sales with processes
mirroring IT & Product and the use of analytics to
support more efficient selling and marketing
Key Ownership Areas:
•Sales & Marketing Funnel Management
•Analytics
•Project management for digital projects
Content & Communications Excellence Creates
alignment and focus across the company for content
creation and purposeful use of the content to
support the business.
Key Ownership Areas:
•Company content calendar
•Buying journey stages
•Product and company launch communications
prepared by: jascha kaykas-wolff @kaykas
9. MARKETING ORGANIZATION
Structure: Product Marketing / Product
Product Marketing Excellence Drives Close Alignment
Between Product & Sales (Via Field Marketing):
Key Ownership Areas:
•The messaging and value proposition system are
created by product marketing and then used by
the creative team and field teams. Product
marketing is the hub of the spoke and hub model.
Product marketing own’s the core Bill-Of-Materials
that drive the creation of marketing programs in
the field globally.
• The establishment and maintenance of customer
reference programs / Customer advisory boards
are a key responsibility for the product marketing
team. These exercises, driven consistently, provide
a strong foundation of information to establish close
ties with product. Including Product Marketing
team members in the story times for agile product
teams is a critical integration point.
•While not technically a member of the product
marketing organization a dotted line relationship to
a product marketing specialist into the field
marketing team is an effective tactic to support the
regional team’s customization of core product
content. This role helps with Sales Enablement, a
core responsibility of product marketing.
Product
Marketing
Product
Marketing
Manager
Product
Marketing
Manager:
Partners
PMM
Associate(s)
Product
Marketing
Specialist
Field Marketing /
Demand Gen
Size and roles can be scaled to appropriate size for organization however they should address the
basic functional roles above.
prepared by: jascha kaykas-wolff @kaykas
10. MARKETING ORGANIZATION
Structure: Marketing Operations / Technology
Marketing Operations Excellence Drives Close
Alignment Technology & Sales:
Key Ownership Areas:
•Management of sales & marketing funnel
including improvements to systems and
processes keeps marketing accountable to
sales and vice versa. Operations becomes an
‘central’ arbiter to field marketing and sales to
help alignment. Technology and marketing
gain closer alignment using similar processes
(Agile). Co-planning of backlogs.
•Analytics ownership including M.A.P. data and
related SFDC data (contribution), web analytics
and potentially BI. The analytics competency
enables better decision making across the
entire organization and better alignment with
field marketing and sales.
•Web Development ownership including CMS
oversight, publishing schedule. With good agile
hygiene the web development team becomes
a key connection into the product organization.
Critical Role
Analytics
Marketing
Operations
M.A.P. and
SFDC
Web
Development
Project
Manager
Analyst(s)
Administrator
(s)
Developer(s)
Size and roles can be scaled to appropriate size for organization however they should address the
basic functional roles above.
prepared by: jascha kaykas-wolff @kaykas
11. MARKETING ORGANIZATION
Structure: Field Marketing / Demand Gen
Demand
Generation / Field
Marketing
Field Marketing
Manager
Events Specialist
Associate(s)
Size and roles can be scaled to appropriate size for organization however they should address the
basic functional roles above.
Demand Generation / Field Marketing Excellence
Drives Close Alignment Between Sales & Marketing;
Key Ownership Areas:
•The agreement of goals with the regional sales
organization; focused on pipeline generation and
revenue generation. The Field marketing team
owns all tactics to meet goals as well as the
majority of in market budgets. Incentive structure
should align with sales organizations.
• SEM activities and event (virtual and physical) are
developed in region by the demand generation
teams. Support for Corporate Aircover campaigns
are also a responsibility of the demand teams.
•Note: America’s field team’s often suffer due to a
blurred line with the corporate marketing teams. It’s
important to mirror the structure of the
Demand/Field teams in each operating region.
prepared by: jascha kaykas-wolff @kaykas
12. MARKETING ORGANIZATION
Structure: Content & Communications
Communication
Editor
Content &
s
PR &
Communications
Specialist
Corporate
Journalist
Size and roles can be scaled to appropriate size for organization however they should address the
basic functional roles above.
Content & Communications Excellence Creates
alignment and focus across the company for content
creation and purposeful use of the content to support
the business.
Key Ownership Areas:
•Company content calendar including the
development of the overall plan and timing of
published content. The content team develops
content against the buying journey from authors
across the company and external to the company.
The published content will take many forms
including video, long and short form written content
and infographics. Additionally the team is
responsible for content distribution.
•The content team develops and evolves the
buying journey stages with key inputs from Product,
Product Marketing, Field marketing & Sales.
•Product and company launch communications.
prepared by: jascha kaykas-wolff @kaykas
13. MARKETING ORGANIZATION
Structure: Creative
Creative Excellence Drives Consistency Visually And In
Corporate Voice
Key Ownership Areas:
• Development and application of the core visual
language for the company including products.
Deliverables include the company brand book,
visual style guide and then the enforcement of the
direction.
• Delivering consistent content voice for all
company assets. Including website copy, trade
show signage, and marketing campaigns. Act as
the editor for all product and marketing materials.
• Develop and produce all product video
overviews, marketing promotional and educational
materials.
Creative
Director
Designer / Art
Director
Video
Production
Manager
Production
Designer(s)
Editorial Director
/ Copywriter
Size and roles can be scaled to appropriate size for organization however they should address the
basic functional roles above.
prepared by: jascha kaykas-wolff @kaykas
14. MARKETING’S ROLE IN THE ORGANIZATION
Objectives
•Align Product & Marketing To Develop & Maintain A Consistent Go-To-
Market Program
•Create Sales & Marketing Alignment Against Pipeline, Bookings & Revenue
Contribution
•Develop & Maintain A Best-In-Class Relationship With Technology &
Delivery
•Be the first and best customer
•Build An Industry & Discipline Thought Leadership Practice
•Be A Best-In-Class Example Content Marketing Organization
•Develop And Maintain Strategic Go-To-Market Partnerships
prepared by: jascha kaykas-wolff @kaykas
15. THANK YOU
Jascha Kaykas-Wolff
jascha@kaykas.com
marketingiteration.com
@kaykas
16. You might like Growing Up
Fast:
It’s a practical book about
how to use agile systems in
marketing to be successful as
a modern marketing
organization.
You can buy the book here:
http://www.amazon.com/Growing-Fast-Practices-Innovation-
Stalemates/dp/0692238727/