How to scale your marketing organization
As your company grows in size and sales, your marketing efforts will need to scale along with it. Fundamentally, the stages teams go through are:
Here's how to transition across each stage.
More than fundamentals: Transitioning from Undefined to Progressive
Where start-ups once were able to function with one person managing all marketing activities, they've grown and that person alone can't manage it all. Once you introduce other people in marketing, roles and processes (informal or formal) will start to form. To meet the demands of this growth, consider:
Dedicating staff to specific functions
Offering rich media content
Allocating budgets for paid media
Evaluating tools or platforms for specific functions and workflows
Monitoring and tracking performance
Growing pains: Moving from progressive to mature
This is probably the most challenging transformation as it's most akin to "growing pains." Now functions within marketing may have multiple people and the tools that worked before will not scale with your needs. Consider:
A defined, integrated marketing strategy
Platforms working together (web content management, social listening, CRM, MA systems)
Prioritization of customer journey
Budget with business case to justify spend
Governance of standards
Dashboards to monitor performance
The ultimate: Growing from mature to world-class
A world-class marketing organization takes time, requires commitment, and has buy-in and trust at the executive level. To achieve this, marketing:
Has an integrated, defined strategy
Measures campaigns by effectiveness of engagement and conversion
Has a test-and-learn mentality
Is viewed as a key component of customer engagement
Is measured for contributing to sales
Utilizes end-to-end systems with tight integrations
Personalizes content in real-time
Is mobile-optimized
Is aligned cross-functionally to ensure streamlined customer experience
Applies an attribution model
Develops enterprise-wide dashboards with visual representation
Getting there
It's not going to happen overnight. We can guide you through each stage based on your priorities, skills, and resources.
