How Should I Structure My Marketing Automation Team?

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There are several factors to consider when forming a marketing automation team. Marketing automation teams are typically organized around industry categories, market segments, or customer types. While it is possible to delegate some tasks to others within your firm, you’ll likely want a single point person to oversee the entire process. Here are some tips on how to structure your team. Read on to discover the best practices for your business. A marketing automation team should work closely with the inbound marketing team.
Marketing automation teams are organized around market segments, industry categories, and customer types

In marketing automation, teams are organized around various components, such as the platforms, marketing campaigns, and the customer. The system architect configures core functionality and ensures data compliance and ongoing operational efficiency. The web developer develops HTML emails, and landing pages, and integrates websites. They also ensure tracking scripts and form configurations are in place. The campaign builder builds campaigns to reach a specific audience.

A company may choose to separate its marketing team based on the products that they sell, or the market segments within that category. A large enterprise may choose to organize its teams around the customer journey, according to product lines and industry categories. A team may also be divided based on geographic areas, with members dedicated to a certain region or industry. However, all teams should share the same template and KPIs.

They are centralized

Inbound marketing teams are integrated into Demand Generation groups to deliver a consistent, cross-channel experience. Marketing automation leads to generation platforms to help teams to work more efficiently together. A Marketing Automation Subject Matter Expert (SME) is the main liaison between a marketing team and its solution manager. They facilitate the adoption and usage of cross-functional services and lead team members in best practices. SMEs also help their marketing team continually evaluate and optimize the marketing automation system.

Centralized marketing teams may be bottlenecks for campaign implementation. These teams may miss opportunities to customize assets on a local level. Moreover, a centralized marketing team may not tailor campaigns for different languages and markets. A decentralized marketing team is usually better for larger organizations with many business units. Marketing teams in business units can focus on marketing in their own areas. However, there are risks associated with this approach. Regardless of the method used, it is important to establish an efficient marketing strategy.

In addition to enabling effective marketing, a centralized team can help companies increase their revenue. One study found that companies that use consistent branding experienced 33 percent higher revenue growth. Centralization also provides opportunities to share insights and improve marketing performance together. Moreover, centralized teams work together to gain a deeper understanding of patients. This is important for a brand that wants to be recognized and grow. The centralized team will help to improve the quality of a brand’s communication with patients.

As the complexity of marketing programs continues to rise, centralized teams become increasingly critical. Marketing operations teams often develop automation rules that manage the integration of various tools. These rules will determine whether any changes require further action, and trigger smaller workflows. These rules will be called “tech stack” in marketing circles. These teams oversee the integration of marketing automation tools and advise the rest of the team on which ones will suit their needs. They are also responsible for managing budgets.

They require a point person

In order to maximize your marketing automation investments, it is critical to have a dedicated point person to oversee the various initiatives. An experienced marketing automation expert can recommend the best route forward and act as a constant throughout the committee. Throughout the process, the expert can advise the committee on changes in governance, leadership, or teams. If needed, this person can also serve as the training manual for new team members. Here are some tips for the marketing automation team.

As with any project, marketing automation requires a point person to oversee the implementation of its components. While each team member may have different responsibilities, they should share the same vision and common objectives. Often, conflicting viewpoints lead to ambiguity. A point person should clarify conflicting perspectives and ensure the successful implementation of marketing automation initiatives. This person should also be knowledgeable about the business workflow and seamless integration between sales and marketing to ensure the success of the entire process.