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How will staff your marketing team? The Team Structure helps you answer this question. 

The Team Structure describes how you will resource marketing, including the relationships between activities, leadership, and team members, both internally and externally. You can either keep reading, download the presentation and /or check out the video to get started on your Team Structure.

Steps to Create a Team Structure

  1. Review the Resource Plan Overview Inputs (see below)
  2. Assess the current Internal Roles & Responsibilities 
  3. Assess the current External Scopes
  4. Review Best Practices for Internal and External Resources
  5. Review the Marketing Roles by Level Guidelines
  6. Draft a few Team Structure options
  7. Gain leadership feedback
  8. Finalize the new Team Structure

Review the Resource Plan Overview Inputs

As a reminder, the Resource Plan Overview is an assessment and overview that you use for creating the Team Structure, Internal Roles & Responsibilities, and External Resource Scope. Read about the Resource Plan Overview here.

Assess Current Internal Roles & Responsibilities

  • Review the current job description for each role
  • Review the current project lists to identify the major buckets of work that is being done and about how much time for each (conduct a time study if you need to)
  • Discuss what’s working/what’s not working with team and leadership
  • Do the job descriptions describe the work that needs to be done?
  • Are the people performing the tasks in the job descriptions?
  • Is anyone performing tasks that are not listed in the job descriptions?
  • Create a list of opportunities and gaps for the current Roles and Responsibilities 

Assess Current External Scopes

  • Review all External Scope Documents
  • Review the external resource current project lists to identify the major buckets of work that is being done and about how much time for each
  • Discuss what’s working/what’s not working with team and leadership
  • Do the scopes describe the work that needs to be done?
  • Are the people performing the tasks in the scopes?
  • Is the team performing tasks that are not listed in the scopes?
  • Create a list of opportunities and gaps for the current External Scopes

Internal vs. External Best Practices

Internal Teams 

  • Owns mission-critical roles
  • Orchestrate all activities
  • Creates marketing strategies based on company strategies and priorities
  • Provide targets, deliverables and metrics (ROI-focused style)
  • Provide perspective about company operations & culture
  • Owns data and technology

External Resources

  • Specialized skills, experience, and flexibility 
  • Digital, social & web design
  • Content (writing, graphic design)
  • Advertising
  • Research
  • Lead generation
  • Project management
  • Execution, Tracking, Analysis, Recommendations
  • Collaborating with other agencies and internal team

Marketing Roles by Level Guidelines

For more information on how to create a Resource Plan, including the tools to get started, check out our Resource Plan Overview.
 

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