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How do you scale marketing?

When your marketing department of one becomes a department of more than one, what is the best way to grow and hire?

What is the next most important hire?

And what about the hire after that?

In our experience, there are two (alright, three) business scaling strategies to grow the marketing department.

7

Business Scaling Strategy #1: Hire By Funnel Stage

Works best for growing companies who want to know how to scale a business fast.

Business Scaling Strategy #2: Split Responsibility:

 

1) acquisition

2) conversion and retention

3) and measure by funnel impact

Business Scaling Strategy #3: Hire by Role

Works best for corporate marketing scaling strategies.

By job description:

1) copywriter

2) graphic designers

3) web master or CRM.

Build an FTE

Works best for rapid growth.

Assemble multiple experts to form the equivalent of one full-stack marketer.

1) creative

2) design

3) technology

4) content

5) analytics

 

When thinking about scaling your marketing department, continuity should be top of mind – especially with the influx of new people and rapid adoption of new, innovative marketing tools.

With so many tools, people, skills and tactics, it seems as if the number of moving pieces requires a full-time person just to understand what is possible.

 

With each of these structures, the key issues are communication, continuity and alignment.

After all, your customers don’t care how your department is organized, all they care about is a unified experience from search all the way thru to customer on-boarding.

On the flip side, with the rapid evolution of tactics and tools being added to the mix, the mechanics and economics of managing a marketing department are changing.

It is now possible for small teams to make a massive impact with marketing automation, CRM and analytics.

With the right combination of graphic and web design, content and technology expertise, a dedicated and agile team can manage everything from search, PPC, social, landing page optimization, web updates and email marketing, for an entire group of prospects or customers.

However you address the organizational structure of building your marketing department, Macon Raine can help.

We bring a dedicated team of agile experts that knows how to kick-start your marketing with the technical, collaborative, and creative capabilities needed to jump start your lead generation.

One of the biggest mistakes a company makes is thinking they must hire a marketer OR hire an agency.

Don’t get locked in. There is a third option.

The third option is a hybrid approach – build the equivalent of a full-stack marketer by combining the talents of multiple experts into a single FTE equivalent. In essence, a fractional marketing team–is “assembled” from multiple experts to form the equivalent of one full-stack marketer.

The full-stack marketer is built by combining a small, focused team of experts in creative, design, technology, content and analytics into a single FTE. As a team, they understand that the immediate need to strengthen marketing might be a response to an important development in the business, a growth spurt or a downturn, new capital infusion, new product launch, or a change in management team or strategy.

Thankfully, with the rapid evolution of tactics and tools being added to the mix, the mechanics and economics of managing a marketing department are changing. It is now possible for small teams to make a massive impact. With the right combination of graphic and web design, content and technology expertise, a dedicated and agile team can manage everything from search, PPC, social, landing page optimization, web updates and email marketing, for an entire group of prospects or customers.

However you address the organizational structure of building your marketing department, Macon Raine can help. We bring a dedicated team of agile experts that know how to kick-start your marketing with the technical, collaborative, and creative capabilities needed to jump start your lead generation. If you need to adapt and mature fast, we can help.

Why choose Macon Raine as your Fractional Marketing Team?

Macon Raine works with companies that need more than an employee and less than an agency. In our engagements, we deliver a small, focused team of full-stack marketers with blended expertise in strategy, creative, design, technology, content, and analytics.

Why hire just one person when you can get an entire fractional marketing team for the same price?

Schedule A Planning Session

The best way to learn how to scale your marketing team is to dive right in.

Contact us to schedule a 90 minute planning session, where we learn about your existing capabilities, your technologies, your budget, and what you are trying to accomplish. From there, we do some homework and then meet again to provide recommendations for your next 3-6-12 months of marketing execution.