Here is a look into Marketing team organization structures. It is fascinating to see how different team sizes organize these skills sets differently.

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Hub Spot

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Here is an org chart from Hub Spot:

This org chart comes out of a recent HubSpot study into marketing organization.

What I love about this org chart is separation of creative and marketing. However, creative is still housed within marketing. That makes a lot of sense to me.

The purpose of marketing is to go out into the world and find your customers. This requires a lot of research into your customer behaviour, your customer psychology, and their needs. A lot of what goes into marketing is is not creative at all.

However, attracting people, building a brand, and having an identity that people bond with is a deeply creative thing. And not just creative in the “pretty pictures” sense, but videos, content, voice, people’s identities, and the character of your brand.

A good marketing campaign needs to have the execution of an email campaign coupled with mascots/images/banners/copy/character that is composed of many different people’s work.

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Elastic Org

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My second favorite org chart was this one:

What I love about this chart is the separation of product marketing from regular marketing. Having a product-knowledge focused marketer is fantastic. That person can focus directly on your products functions and your existing customers, and they can hone in on the customer-success circle.

This product-knowledge focused person can then support content marketing and other more “outward looking” roles.

I also love the combination of copywriter and design/video under the same creative services role. Copywriting inherently supports design, as well as script writing and other asset creation.

In this org chart, I wonder if the VP of product also has their own copywriters, or do they send requests for specific articles to be written to the creative services.

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Kalungi

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Finally, more on my level, let’s look at the most fundamental roles for b2b SaaS:

Kalungi shows us that content marketing and creative would be separate in a small team. Product is still essential, independent of content. As well, digital gets coupled with demand gen, and I’m guessing also channel marketing.

I wonder where this team would place the social media marketing? I also wonder if creative would lead any campaigns of their own, or if creative would support campaigns lead by product/content/digital.

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