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What Is the Ideal Product Marketing Team Structure?

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What is the Ideal Web Development Team Structure?


What is the ideal product marketing team structure? It’s a question every marketer considers and a hot topic at business seminars everywhere.

Is it organized, next level, centralized or efficient? Maybe you need your team to take elements from each category.

To stay competitive, you’ll need to keep up with the current trends, but businesses structure their marketing teams differently. So, how do you know which template to follow??

The critical methodology is keeping your team agile. In addition, there’s a shift toward focusing on the customer experience and removing silos to create sales enablement.

If you don’t know where to start, then consider this your guide to creating the ideal product marketing team structure.

What Makes A Modern Product Marketing Team: Your Ultimate Checklist

Before discussing the structure, we need to discuss the positions that will keep a product marketing team running smoothly. You’ll need content writers, editors, and your chief marketing officer (CMO), but generally, it depends on the size of your marketing team.

A small team doesn’t need as many roles, but it needs a more efficient strategy to beat a bigger team. So, what will the marketing roles be in your organizational structure?

Chief Content Officer

Your chief content officer (CCO) leads your content marketing team. They draw the roadmap and decide what the long and short-term deliverables of your marketing campaign will be.

Your CCO also interacts with management for setting a budget and acquiring funding. Although the CCO may not regularly interact with your marketing team, they lead their marketing efforts.

Content Marketing Manager

Your marketing team may not interact with the CCO, but they’ll interact with the content marketing manager (CCM) regularly. They directly supervise the content that is created. The CCM’s responsibilities include:

  • Assigning roles and deciding who will do what task
  • Creating content and setting editorial guidelines
  • Forming buyer personas
  • Setting goals and outcomes for the project
  • Writing and updating style guides

Data Scientist/Analyst

Research and data are crucial to today’s product marketing teams. Data scientists look at statistics like return on investment (ROI) and return on ads spent (ROAS) and decide, based on the numbers, how your campaign is doing.

A data scientist’s other responsibilities include:

  • Gathering marketing analytics
  • Funneling data into marketing automation tools
  • Planning market research projects to discover your customer’s needs
  • Structure metrics and key performance indicators (KPIs) to measure success.
  • Create data-based strategies for the marketing team

SEO Strategist

Search engine optimization (SEO) is complex and often requires its own specialist. The job of the SEO strategist is to make your brand or product more visible to search engines. They also may handle inbound marketing activities and be responsible for other duties, including:

  • Creating SEO brand guidelines
  • Develop critical keywords
  • Optimize current content for SEO
  • Work on different inbound marketing strategies like PPC

Writer/ Editor/Content Creator

It takes an army of writers to create good blog content and content marketing. They are the heart of your creative talent. They take the style guidelines from the CMM and write content to fit those guidelines. Other writer responsibilities include:

  • Creating long and short-form blogs
  • Writing website content
  • Guest writing for websites like LinkedIn
  • Ghostwriting pieces for your CMO
  • Developing social media summaries

Although it is helpful to employ a content team to create your material, sometimes that’s not financially feasible. If your budget and resources are tight, then consider outsourcing writing, or using a content service. There are tons out there with varying pricing plans and specialties.

Visual Designer

People following text and visual instructions do 323% better than people who follow text alone. Moreover, your marketing team needs a visual designer. A visual designer’s responsibilities include:

  • Developing social graphics  
  • Designing videos
  • Drawing infographics 
  • Shooting videos
  • Working with content creators to add visuals into your content

Content Editor

Your content editor ensures that your output follows the style guide and contains nothing embarrassing. In other words, they are the last line of defense on your product marketing team. Other duties of an editor include:

  • Checking your blogs for grammatical mistakes
  • Ensuring your content meets brand guidelines
  • Quality control
  • Coming up with edits and corrections for your content creators

Content Publisher

The content publisher releases your content to the audience. This content may be anything from a single social media post to a project launching over many digital marketing platforms.

Social Media Manager

The role of a social media manager depends on your organization. It may involve running your Twitter account or creating social media strategies. Other functions of a social media manager include:

  • Running your online business accounts
  • Managing your email marketing
  • Working with your writers to come up with social media summaries
  • Working with publishers to publish blogs on social media sites

Public Relations Expert

Your PR expert manages how the public sees you. Do they perceive you as a giant global corporation or a socially-conscious “green” brand? The numbers show it matters – 88% of clients want you to help them make a difference. Your PR expert will be responsible for:

  • Putting the positives of your company out there
  • Highlighting your initiatives towards creating positive change
  • Brand management
  • Telling your story (if you don’t, someone else will)
  • Working with influencers

Each of these roles plays a critical role in any successful product marketing team. That said, you don’t need to hire a completely new, and frankly large, team to achieve positive results. Some of these roles can be wrapped into a single position. Alternatively, some shops opt to outsource some work or use freelancers for specific projects.

Your Product Marketing Team Now vs. Your Product Marketing Team In 2010

Things change quickly in marketing, and the industry has moved on in a decade. Obvious changes to product marketing include:

Customer-Centric Product Marketing Teams

A decade ago, most marketing teams were product-based, with each product requiring a distinct marketing team. Now, most companies create their teams around the customer, their pain points, and their life cycle. Your marketing team may be built around segments such as:

  • brand awareness
  • consideration
  • exploration
  • purchase

Centralization and Harmony Across Product Marketing Teams & Departments

80% of marketers say improving collaboration is important (Welcome& Sirkin internal study, Jan 2021). A decade ago, the marketing department and sales teams were islands on their own. Now, breaking down silos is considered key to customer success.

According to statistics, aligning both sales and marketing could lead to a 209% growth in revenue. Your PR, demand generation, and product development are expected to work together to create an exceptional customer experience. Other activities where different departments come together include:

  • Product launches
  • Product development
  • Development of go-to-market (GTM) strategies

Migration to Agile Methodologies 

Long meetings are out, and agile teams are in! 47% of marketers say freeing up their teams to drive results is very important (Welcome & Sirkin study, Jan 2021). An excellent way to do this is by using agile strategies.

 A few agile marketing techniques that define marketing teams today include:

  • Shorter, 15-minute scrum meetings
  • Breaking down large targets into small tasks
  • The removal of hierarchies and democratization of marketing teams
  • The rise of cross-functional teams
  • Centralized briefs and calendars for your team members

The Blueprint For A Killer Product Marketing Team Structure

How you structure your product marketing team is key to your marketing strategy. Small changes or modifications can make a big difference.

Not every marketing structure will work for every organization. What works for a start-up will not work for a developed company; however, there are some standard team structures.

SEO Team

According to Hubspot, only 64% of marketers invest time in search engine optimization, which is, frankly, the bare minimum. However, with a dedicated SEO team, you’re ensuring that your target audience has easy access to your inbound messaging.

Your SEO team should be proficient in technical writing, editing, and programming. Your SEO team will focus on:

  • Increasing the visibility of your content on search engines
  • Improving the ranking of your content online

What Is the Ideal Size of an Ideal SEO team?

For smaller companies, you can give your specialists overlapping roles to save on budget. Overall, small teams are more efficient.

What Roles and Titles Fit an SEO Team?

Roles you can include in your SEO team include:

  • SEO strategist
  • SEO writers
  • Optimization strategist

Social Media Marketing Team

Did you know that 19% of retail banks have a dedicated Twitter customer service handle? Today, marketing teams and other departments, like customer service, work in tandem.

Your social media marketing team will include a list of experts from your talent pool that focus on increasing your visibility on social media platforms. For this, you require tech-savvy, creative, persuasive people who have experience with social media.

Pro-tip: Find an employee with a lot of followers – they know their way around engagement. Roles of your social media team will include:

  • Increasing your presence across social media platforms
  • Running your social media accounts
  • Tracking and leveraging online trends such as hashtags
  • Customer service and engagement through social media (e.g., Twitter)
  • Creating conversions and generating leads online

What Is the Ideal Size of a Social Media Marketing Team?

There is no one-size-fits-all go-to-market strategy. Nor is there a magic number for successful marketing teams. That said, you could take Jeff Bezos’s advice and find a team you can feed with two pizzas.

What Are the Roles and Titles for an Effective Social Media Team?

Roles you can include in your social media marketing team are:

  • Account manager
  • Chief account manager
  • Content creator or writer
  • Digital marketing strategist

Product Marketing Team

These are members of your marketing team whose specialties lie in marketing your product and its features.

These are the people who believe in your product or have a special connection with it. You’d be surprised at the number of people working at Apple who use Samsung phones.

Your product marketing team should have a deep understanding of a consumer’s mindset and mannerisms. Some of their roles include:

  • Finding creative ways to market the features of your product
  • Introducing the new features of your product to your audience
  • Communicating the utility of your product to your audience

What Is the Size of an Ideal Product Marketing Team?

Your product marketing team can have as few as two people. In this setting, what’s most important is their skill and understanding of the customer.

What Roles and Titles Fit a Product Marketing Team?

Some of the titles that you can include in your product marketing team are:

  • Brand specialist
  • Brand copywriter
  • Product marketing manager (PMM)

Your Customer Acquisition Team

This team should be the section of your marketing department that specializes in your prospective and existing customers.

If these people eat, drink, and dream customers, then you can count on them to find useful ways to engage with them. Your acquisition team should be one with your customer journey and obsessed with their experience and satisfaction.

The marketing functions of your customer acquisition team should include:

  • Mapping out your customer journey and experience
  • Segmentation of your audience
  • Development of lead generation and customer retention strategies 

What Is the Ideal Size of a Customer Acquisition Team?

Your customer acquisition team should have a broad base and a narrow top. This means that it should have many members from different departments inputting information and few decision-makers.

What Roles and Titles Fit a Customer Acquisition Team?

  • Lead acquisition specialist
  • Acquisition editor
  • Lead generation specialist
  • Customer retention specialist

Managing All These People Can Be a Hassle: Why Not Bring Them Under A Single Dashboard?

Running a product marketing team can be overwhelming. Tracking deadlines, creating workflows, and communicating with dozens of people can take a toll on someone.

You deserve a break. Fortunately, Welcome offers a solution. Let our software bring all your cross-functional responsibilities under a single dashboard. 

From here, and with the help of our automation, you can organize your workflows, track progress, and communicate without having to switch tabs. Ready to give it a try? Get started with a free Welcome account today!



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ActionIQ rebrands and launches CX Hub

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ActionIQ rebrands and launches CX Hub


Enterprise customer data platform ActionIQ has announced the launch of a new product, CX Hub. The company has also rebranded as AIQ. The CX Hub is designed as a set of modules offering self-service access to customer data, allowing users to build audiences and orchestrate experiences at scale.

After eight years of growth as a CDP serving B2C, media and other sectors, the changes represent a “new approach to our product and brand,” said CEO and co-founder Tasso Argyros in a release. The modular framework will ingest data from any source, integrate with any activation channel, and also allow components to be used with a third-party CDP.

The modules. CX Hub is comprised of four solutions:

  • Customer data platform.
  • Audience center.
  • Journey management.
  • Real-time CX.

The Hub is also designed to be accessible to business users with a friendly UI and extensive automation capabilities.


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Why we care. This is a significant development in the CDP space — a space that has been transforming rapidly, with many of the early established CDPs being acquired and ingested by more extensive suites such as digital experience platforms.

ActionIQ, one of the leading B2C CDPs, is now describing itself as “the leading CX solution.” It seems to be future-proofing itself by extending its capabilities across orchestration and execution channels, not by acquiring or building those solutions, but by seeking to provide modular integration between its (or a third-party’s) customer data management tool and orchestration and execution channels.

Sometimes we wonder how many independent, traditional CDPs will be left standing a year from now.

Read next: Deep changes in the CDP space


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update


Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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Are you still using spreadsheets to manage your work? Take our poll

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Are you still using spreadsheets to manage your work? Take our poll


Earlier this year, revenue orchestration platform LeanData released a report suggesting that lead management remains a “heavily manual” process. Based on a survey of more than 1,700 sales, marketing and operations professionals, the results showed that, despite all the talk of digital transformation, the number two challenge for revenue teams was too many manual processes and not enough automation (the number one challenge was insufficient pipeline).

LeanData, which partnered with Sales Hacker, Outreach and Heinz Marketing in conducting the survey, is interested in that result, of course, because lead management is precisely the process they offer to automate. We were struck by the contrast with Scott Brinker’s recent statement that we are arriving at a post-digital-transformation era: “(C)ompanies are no longer planning to become ‘digital.’ They are digital.”

And then we got the results of our 2022 MarTech Career and Salary Survey. Among the surprising nuggets to be mined from our findings was that 77% of respondents identify spreadsheets as the tool they spend most time (10 or more hours a week) working with. That doesn’t mean that spreadsheets are a marketer’s most important tool, but it does suggest that manual processes remain a key part of daily life for marketing managers and staff.

We wanted to extend the opportunity to all our readers — B2B, B2C, agencies — to give us a reality check on spreadsheet use. MarTech is marketing, we like to say, and certainly today’s marketing is fundamentally data-driven and digital. But is it too soon to say that marketers are working in a digital and largely automated environment?

Download the 2022 MarTech Career and Salary Survey here


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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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