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.
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:
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:
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.
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.