Designing your B2B marketing org requires careful consideration of not just the business’ needs today, but what they will look like in 12-18 months. It takes time to find the right marketers, based on both their specialties and fit with the company’s business model and life stage – so you need to make sure to plan ahead.
B2B marketing has evolved rapidly in recent years. Enterprise technology and software companies used to get away with providing “air cover” for their sales teams via industry events and simple websites, along with PDFs and sales sheets to take into battle. This has given way to sophisticated storytelling, account-based marketing, and highly quantitative demand gen and lead nurturing programs. Enterprise GTM motions are characterized by longer sales cycles, higher average contract value (ACV) where marketing generates and nurtures leads for the sales organization and then works closely with them to support the sale.
There is no one “standard” marketing org chart, but there are some common structures used in the most successful companies. The RevelOne B2B Enterprise Marketing Org Chart represents a snapshot of frequently used org design in a well-developed B2B enterprise business. (See also our B2B SaaS Marketing org chart for businesses with self-serve or lighter touch GTM approaches.)
As a marketing-focused talent firm, our team at RevelOne is well versed in designing marketing organizations and is happy to be a resource for you in planning your own.