Do not fill in this field

Enter no text in this field

Get Instant Access
to This Blueprint

Business Email

Full Name

Company

Phone

Job Title

The absence of a high-performing marketing department can result in:

Inconsistent messaging
Ineffective lead generation
Limited brand visibility
Reduced competitiveness
Stagnant growth

Our Advice

Critical Insight

Several obstacles can stand in the way of a well-organized, efficient marketing department, including:

Short-term focus
Limited commitment to marketing efforts
Resource and time constraints

Impact and Result

Our methodology and tools are designed to guide you through the key considerations and best practices in creating a marketing powerhouse tailored to your unique requirements so that you can:

Increase market relevance
Ensure a cohesive brand image
Respond to market changes proactively
Successfully scale the business

Hire Your Marketing Dream Team Research & Tools

1. Hire Your Marketing Dream Team – Strategies to systematically build a high-performing marketing department.

A two-step methodology to document the company's marketing needs and capabilities, identify skills gaps, set up a strategic team structure, and begin the recruitment process to meet business-specific needs and objectives.

2. Business Marketing Needs and Capabilities Assessment – Review your business's overall objectives and goals to provide context for the assessment and help align marketing efforts with broader company aims.

Determine current business and marketing strategy, identifying organizational capabilities and resource gaps.

3. Marketing Department Gaps in Skills and Expertise Assessment – Examine the effectiveness of your current marketing strategies for achieving your business goals. Identify areas of success and areas that need improvement.

Document business and marketing needs; highlight capability gaps and recommend internal and external hiring for required skills.

4. Strategic Marketing Hiring Framework – List key marketing roles with responsibilities and outline team structure.

Define crucial marketing roles, establish a seamless team structure, and initiate recruitment for identified positions.

5. Job Descriptions and Interview Questions for Startups and Small Businesses – Start the recruitment process with job descriptions and interview questions.

Job descriptions for each identified role to match your business requirements and a set of targeted Interview Questions to assess skills and expertise for each role:

Marketing Director
Marketing Coordinator
Freelance Writers
Freelance Graphic Designers

Workshop: Hire Your Marketing Dream Team

Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.

Module 1: Understanding Business Goals and Objectives

The Purpose

The purpose of this module is to provide participants with a comprehensive understanding of business goals and objectives, allowing them to align their efforts with the broader organizational vision.

Key Benefits Achieved

Clear understanding of the workshop's purpose, goals, and objectives.
Insights into the business's goals, objectives, and KPIs.
Identification and comprehension of business strengths, weaknesses, opportunities, and threats.
List of business objectives and KPIs, providing a reference point for future decision-making and strategy development.

Activities

Outputs

1.1

Introduce the purpose and goals of the workshop and set expectations and objectives.

Business Overview Presentation

1.2

Presentation by key players on business goals, objectives, and key performance indicators (KPIs). Q&A and open discussion to clarify objectives.

SWOT Analysis Report

1.3

Conduct a SWOT analysis to identify business strengths, weaknesses, opportunities, and threats. Review market trends, customer segments, and competitor analysis.

Market Analysis Summary
Clear list of business objectives and KPIs

Module 2: Current Marketing Assessment

The Purpose

This module aims to assess the current state of marketing activities, including strategies, campaigns, and channels, and identify areas for improvement.

Key Benefits Achieved

Insights into existing marketing strategies and campaigns, enabling informed decision-making.
Deep understanding of customer pain points, preferences, and expectations.
Areas for improvement in current marketing efforts identified.

Activities

Outputs

2.1

Presentation on existing strategies, campaigns, and channels in use. Review of marketing collateral and messaging.

Current Marketing Activities Report

2.2

Analyze current marketing KPIs and metrics. Identify areas of success and opportunities for improvement.

Marketing Performance Metrics Analysis

2.3

Review customer feedback, surveys, and interview results if any. Identify customer pain points, preferences, and expectations.

Identified areas of improvement in current marketing efforts

Module 3: Workshop on Future Marketing Strategy

The Purpose

This module is designed to explore future business goals and expansion plans, define marketing's role, and create actionable strategies for achieving those goals.

Key Benefits Achieved

Business goals and the role of marketing in achieving them are understood. Resources are allocated for implementing the newly defined marketing strategies.

Activities

Outputs

3.1

Presentation on future business goals and expansion plans. Discuss the role of marketing in achieving these goals.

Interactive Strategy Workshop Report

3.2

Breakout groups to brainstorm and define future marketing strategies. Each group presents their recommendations.

Defined future marketing strategies

3.3

Discuss and allocate budget for marketing initiatives. Outline resource requirements for implementing the new strategies.

Allocated budget for marketing initiatives
Resource Requirements for Implementing New Strategies

Module 4: Role Definition and Hiring Plan

The Purpose

This module focuses on identifying key roles, defining responsibilities, and creating a hiring plan to support the execution of the new marketing strategy.

Key Benefits Achieved

Key roles for executing the new strategy identified.
Responsibilities, qualifications, and required skills defined for each role to guide recruitment efforts, ensuring a well-matched team.
Streamlined recruitment efforts, enabling a timely and efficient hiring process.

Activities

Outputs

4.1

Identify key roles needed to execute the new marketing strategy (e.g., Content Manager, Digital Marketing Specialist, Data Analyst, etc.).

Identified key roles and responsibilities

4.2

Define responsibilities and qualifications for each role. Discuss the required skills and expertise for each identified role.

Required skills and expertise for each role

4.3

Build out job descriptions and interview questions.

Hiring timeline and process documentation

4.4

Develop a hiring timeline and process. Assign responsibilities for recruitment, interviews, and onboarding.

Onboarding plan for new hires

Module 5: Presentation and Action Plan

The Purpose

The final module aims to summarize workshop findings, present defined roles and hiring plans, and establish a clear action plan for moving forward.

Key Benefits Achieved

Clear communication of the workshop outcomes to all stakeholders.
Structured framework for implementing the strategies and executing the hiring plan.

Activities

Outputs

5.1

Summarize key findings and recommendations from the workshop. Review the defined roles and hiring plan.

Workshop Findings Presentation

5.2

Develop an action plan with clear milestones and responsibilities. Establish follow-up meetings and reporting mechanisms.

Defined Roles and Hiring Plan Presentation

5.3

Gather feedback from participants on the workshop. Provide closing remarks and thank participants for their contributions.

Action plan with milestones and Responsibilities
Evaluation and Feedback Summary Report

Hire Your Marketing Dream Team

Strategies to Systematically Build a High-Performing Marketing Department

Analyst Perspective

Hire Your Marketing Dream Team

Building a high-performance marketing team is not only essential but also a pivotal challenge for business owners and CEOs of small to mid-sized organizations. Aligning recruitment decisions with the company's specific needs and capacities is the cornerstone of creating an effective marketing team that delivers tangible results. From conducting a thorough assessment of the business requirements to designing a tailored departmental structure, hiring strategies should be meticulously crafted to lead to the creation of a team that drives innovation, amplifies brand visibility, and maximizes marketing impact.

This process encompasses not only evaluating the necessary skills and resources for success but also understanding how to align departmental structure and roles with distinct business requirements and capacities. Ensuring that hiring decisions closely align with business needs guarantees a team of individuals who operate cohesively, delivering impactful results that directly contribute to achieving your company's objectives.

With the right departmental structure and team in place, meticulous attention is required to allocate resources and equip the department with the tools and technologies needed to execute strategies effectively. This adaptive approach empowers marketing departments to not only anticipate and navigate industry changes but also seize opportunities for sustained growth and innovation.

Nathalie Vezina, Marketing Research Director, SoftwareReviews Advisory

Nathalie Vezina
Marketing Research Director
SoftwareReviews Advisory

Optimize structure, expertise, and resources for marketing excellence

Considerations for Building a High-Performance Marketing Department

Choosing the right department structure and team composition is a critical decision for putting in place a high-performance marketing department.

The effectiveness of marketing efforts hinges on a harmonious interplay between roles, responsibilities, and expertise. It's essential to assess the business's specific needs, industry nuances, and long-term objectives when making these decisions.

Considering the integration of third-party specialists also adds a layer of strategic flexibility and expertise.

Finding the perfect alignment of skills and experience will set the stage for marketing excellence.

Stopping advertising to save money is like stopping your watch to save time.
Source: Henry Ford

Executive summary

Your Challenge

Common Obstacles

SoftwareReviews' Approach

How marketing departments are structured and built can greatly influence a company's ability to grow. The absence of a high-performing marketing department can result in:

Limited brand visibility
Ineffective lead generation
Stagnant growth
Reduced competitiveness
Lack of data-driven insights
Inefficient use of resources
Inconsistent messaging
Lack of brand guidelines
Reduced online visibility

Several obstacles can stand in the way of a well-organized, efficient marketing department, including:

Lack of expertise
Unclear strategy
Limited data analytics
Resistance to change
Short-term focus
Limited commitment to marketing efforts
Resource constraints
Time constraints
Competitive disadvantage

The methodology and tools developed by SoftwareReviews will guide you through the key considerations and best practices in creating a marketing powerhouse tailored to your unique requirements.

This blueprint is designed to empower companies to:

Increase market relevance
Seize growth opportunities
Ensure a cohesive brand image
Improve customer engagement and loyalty
Respond to market changes proactively
Successfully scale their business

"The way to get started is to quit talking and begin doing."
Source: Walt Disney

Realize the full potential of marketing through effective organizational structure

Improved agility

Selecting the right team structure and the right partners can streamline the marketing process, leading to better efficiency, faster turnaround times, and effective resource management.

This helps the team to work together more efficiently, resulting in optimized performance.

Boosted engagement levels

Having the right marketing structure in place and people focusing on the right priorities will make them more effective at delivering marketing projects and engaging with the target audience more effectively.

This can lead to increased customer loyalty And can drive growth, creating a positive impact on the organization's overall success.

Enhanced capabilities

A well-structured marketing team with the right composition and partners can increase marketing capabilities.

It enables the team to take on complex marketing initiatives and campaigns, ultimately driving better results and increasing customer reach.

"Often, marketing capabilities are limited in function, due to a lack of investment. Small and medium businesses can be nimble, creative, and entrepreneurial, but often, with smaller resources. This is particularly acute for small businesses, where often marketing capabilities are limited in function due to a lack of investment."
Source: Chartered Institute of Marketing

Uncover the downsides of the absence of Marketing

The result of operating without an adequate marketing department

A company lacking a marketing department or that has an underperforming one can face several problems, such as:

Limited brand visibility, hampering effective audience targeting.
Ineffective lead generation, resulting in low conversions and missed opportunities.
Stagnant growth, hindering expansion and increased market share.
Reduced competitiveness, leading to customer loss and lower revenue.
Lack of data-driven insights, complicating informed decision-making.
Inefficient resource utilization, leading to unnecessary expenses and productivity hindrances.
Inconsistent messaging, which confuses customers and weakens the brand image.
Absence of clear brand guidelines leading to marketing incoherence.
Reduced online visibility resulting in lower traffic and sales.

"Our jobs as marketers are to understand how the customer wants to buy and help them to do so."
Source: Bryan Eisenberg

"Marketing's job is never done. It's about perpetual motion. We must continue to innovate every day."
Source: Beth Comstock

Barriers to reaching the full potential of marketing in organizations

Resource constraints and lack of expertise.

Resistance to change.

Unclear strategy and short-term focus.

Limited commitment to marketing efforts.

Limited data analytics.

Time Constraints.

Three essential steps for building a high-performing marketing department

1 Assess Needs and Capabilities

Assess the individual skills required, along with the tools, technologies, and resources to be made available to the team. Consider the specific needs of the organization in terms of marketing, ensuring alignment with overarching business goals.

2 Hire Marketing Talent

Align hiring decisions closely with business requirements and capacities. This involves meticulously crafting detailed job descriptions that accurately reflect the specific needs of each role within the new marketing structure.

3 Optimize Resources and Adapt to Industry Shifts

Continuously refine resource allocation while staying attuned to industry trends. Maintain a proactive assessment of tools, technologies, and resources to ensure the marketing team's sustained effectiveness and agility in response to industry changes.

Define resources and capabilities

Careful identification of needs for a marketing department that meets expectations

Define Objectives and Goals
Clearly outline the requirements or business objectives, both short-term and long-term.

Marketing Strategy and Initiatives
Align the marketing strategy with business goals and identify key initiatives to be taken.

Identify Required Skills and Expertise
Analyze the complexity of the needs and determine internal and external resource requirements.

Evaluate Timeline and Deadlines
Understand critical deadlines to assess resource urgency.

Budget and Resource Constraints
Consider available budget and resource limitations.

Internal vs. External Resources
Decide between using internal or external resources.

Consider Future Growth
Anticipate potential changes in project scope or business expansion.

Monitor and Adjust
Continuously monitor progress and adjust resources as needed.

Choose the right marketing team structure

Team model selection to suit the organization's needs

Choosing the right department structure and team composition is a critical decision in setting up a successful marketing department. The effectiveness relies on balanced roles, responsibilities, and expertise.

Assessing the business's specific needs, industry nuances, and long-term goals is essential.

Integrating third-party specialists also adds strategic flexibility and expertise. The perfect alignment of skills and experience will set the stage for marketing excellence.

Traditional (Centralized) Structure

All marketing functions under one department.

Pros

Clear communication
Streamlined decision-making
Unified brand message
Centralized control ensures consistency

Cons

Potential for slower response times due to central approvals

Modern (Decentralized) Structure

Marketing functions spread across departments or business units.

Pros

Promotes local market agility
Specialized expertise for unique customer segments

Cons

Challenges in maintaining brand consistency
Requires effective coordination among dispersed teams

Hybrid Structure

Combines centralized and decentralized elements.

Pros

Leverages strengths of both models
Maintains brand identity while allowing adaptability

Cons

Requires effective communication and coordination between central and decentralized teams

Traditional vs. modern marketing team structure

The right structure varies depending on company's culture

Each approach has its merits, and the optimal structure should be determined by aligning with the company's values, goals, and the nature of its industry. It's essential to evaluate which model best supports the organization's vision and allows the marketing team to thrive.

Traditional vs. modern marketing team structure

Hire Your Marketing Dream Team visualization

Strategies to systematically build a high-performing marketing department.

About Info-Tech

Info-Tech Research Group is the world’s fastest-growing information technology research and advisory company, proudly serving over 30,000 IT professionals.

We produce unbiased and highly relevant research to help CIOs and IT leaders make strategic, timely, and well-informed decisions. We partner closely with IT teams to provide everything they need, from actionable tools to analyst guidance, ensuring they deliver measurable results for their organizations.

What Is a Blueprint?

A blueprint is designed to be a roadmap, containing a methodology and the tools and templates you need to solve your IT problems.

Each blueprint can be accompanied by a Guided Implementation that provides you access to our world-class analysts to help you get through the project.

Table of Contents