What does your demand generation team org structure look like?

Our demand generation team has three major pillars: Website - responsible for our corporate website. While they care about impact, they also need to service other needs for the company beyond pure demand generation. They're held to a slightly different standard, as a result. Acquisition - responsible for acquiring new leads. We have it split between Organic (SEO), Paid, and Channel (BD partnerships) Customer Marketing - responsible for educating and upselling/cross-selling customers There's mult ...Read More

This is another question that is highly dependent on the needs of an organization, the current state of their growth team, and what resources they have today, etc. When I start the build, or rebuild, of a team the first thing I do is get to know the current players. I have learned through the years that too often teams that aren't working well have talented people doing the wrong job. I like the old analogy of the team being a bus, you have to know who belongs on the bus and in what seat they'll ...Read More

A demand gen team is extremely focused on revenue growth and all functions within demand gen should be lock in step to drive that growth. A basic structure to start would look like this: Demand gen leader: Set the GTM strategy and direction Content Creators: Build content across different platforms Product Marketing: Create the ideal customer profile, messaging and value prop Digital/Social marketing: Run SEO, social channels, content syndication If you are a mature and established org, and have ...Read More

Today, we have 2 people on our team: one dedicated to new business and one dedicated to customers. In the past, I have structured Demand Generation in other ways - from regional support, to regional + global coverage, to functionally based on channel. The most important thing will be to find what works best for your company and your business model. It is normal, however, to start with one or two "full stack" marketers who are responsible for all channels and the associated project management. As ...Read More

This is a tricky question to give a general response to! Let me start by laying out the strategy for how to approach this question as there isn’t a “one size fits all” response. Some of the variables to consider are the business objectives, industry, and business size, among many others. Align the team org structure to the goals and go-to-market motion. My approach for the teams I have managed was largely dependent on the orgs and what we were trying to accomplish. In this step, you are reframin ...Read More