Structuring Marketing Teams

Learn Structuring Marketing Teams with the Practica AI Coach

Curated Learning Resources

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  How to organize your early-stage SaaS marketing organization

  Emily Kramer, VP, Head of Marketing, Carta

  Emily provides guidance on organizing an early-stage Saa S marketing organization. She recommends starting with growth marketing, product marketing, and Content Marketing, and defines each role along with their responsibilities. As the team grows, these roles will split into more specialized positions. She provides an organizational chart with flexibility, as some roles like social media can fall under different departments. She emphasizes hiring "pi-shaped" marketers with expertise in two areas initially, like product marketing and growth marketing. Finding candidates with experience in all three core roles is very rare for early-stage companies.

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  How to organize your B2B growth marketing team

  Emily Kramer, VP, Head of Marketing, Carta

  Emily discusses how to organize a B2B growth marketing team and defines the differences between growth marketing and demand generation. Growth marketing is an umbrella term that includes demand generation as one sub-function focused on outbound lead generation. She recommends a growth marketing team contain demand generation, inbound and web marketing, lifecycle marketing, and operations and Analytics roles. These roles support full-funnel efforts across multiple sales motions and channels. The growth marketing team must also collaborate effectively with product marketing, Content Marketing, and brand marketing teams who develop assets. As companies scale, growth marketing roles become more specialized and the structure shifts to a matrix organization. Ensuring Alignment between growth marketing and other functions like product is important for driving engagement, upsells, and retention across the customer lifecycle.

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