Here is a look into Marketing team organization structures. It is fascinating to see how different team sizes organize these skills sets differently.
Hub Spot
Here is an org chart from Hub Spot:
This org chart comes out of a recent HubSpot study into marketing organization.
What I love about this org chart is separation of creative and marketing. However, creative is still housed within marketing. That makes a lot of sense to me.
The purpose of marketing is to go out into the world and find your customers. This requires a lot of research into your customer behaviour, your customer psychology, and their needs. A lot of what goes into marketing is is not creative at all.
However, attracting people, building a brand, and having an identity that people bond with is a deeply creative thing. And not just creative in the “pretty pictures” sense, but videos, content, voice, people’s identities, and the character of your brand.
A good marketing campaign needs to have the execution of an email campaign coupled with mascots/images/banners/copy/character that is composed of many different people’s work.
Elastic Org
My second favorite org chart was this one:
What I love about this chart is the separation of product marketing from regular marketing. Having a product-knowledge focused marketer is fantastic. That person can focus directly on your products functions and your existing customers, and they can hone in on the customer-success circle.
This product-knowledge focused person can then support content marketing and other more “outward looking” roles.
I also love the combination of copywriter and design/video under the same creative services role. Copywriting inherently supports design, as well as script writing and other asset creation.
In this org chart, I wonder if the VP of product also has their own copywriters, or do they send requests for specific articles to be written to the creative services.
Kalungi
Finally, more on my level, let’s look at the most fundamental roles for b2b SaaS:
Kalungi shows us that content marketing and creative would be separate in a small team. Product is still essential, independent of content. As well, digital gets coupled with demand gen, and I’m guessing also channel marketing.
I wonder where this team would place the social media marketing? I also wonder if creative would lead any campaigns of their own, or if creative would support campaigns lead by product/content/digital.