Your SaaS Marketing Team Structure
The optimal SaaS (Software as a Service) marketing team structure can vary depending on the stage,size, ICP, goals and sales motion of your company.
As you are building your team, here is a list of roles to consider as you look at your SaaS marketing team structure.
PRODUCT MARKETING MANAGERS
CONTENT MARKETERS
DIGITAL MARKETING MANAGER
MARKETING OPS AUTOMATION
FIELD/EVENT/ COMMUNITY MANAGER
PARTNERSHP MANAGER
MARKETING ANALYSTS
That’s a long list. For a smaller organization several of these roles can be combined or even eliminated. To learn more about each role… keep reading.
Marketing Leadership
Chief Marketing Officer (CMO), VP of Marketing, Head of Marketing: Traditionally, this person is responsible for overall marketing strategy/vision, budget allocation, team building, and alignment with business objectives. Depending on the stage and specifics around your business, this person may need to be very hands on and assume the tasks of another marketing role.
Product Marketing
Product Marketing Manager(s) These individuals focus on understanding the market needs, development of your ICP, connecting the dots of the product features to how it meets customer’s needs. They create messaging and positioning strategies. Many times, this role is not an initial focus which is a mistake. It can be the difference maker and really support the sales and outbound marketing efforts.
Demand Generation
Demand Generation Managers are focused on key metric. Driving qualified leads into the organization. The tactics they use will vary based on your ICP and other factors. Some tactics can include: email market, Account Based Marketing (ABM), Paid Advertising, etc.
Content and Creative
Content Manager(s)/Copywriters: Create and manage content for blogs, ebooks, whitepapers, and other marketing materials. Graphic Designers/Visual Content Creators: Design visuals and graphics for marketing collateral.
Digital Marketing
Digital Marketing Managers are typically responsible for executing the digital marketing which can include: SEO, Paid Digital, Organic Search and Paid Search
Marketing Operations
Manage marketing technology stack, data, and systems. This includes email systems (Hubspot, Marketo, Pardot, etc), many orgs this person is responsible for the CRM (SalesForce, Hubspot, etc), content marketing tech, reporting tools (Tableau) and more.
Field/Event/Community Manager
Event Manager(s) Plan and execute events, webinars, and conferences.
Community Manager Foster engagement in online communities or forums relevant to your product.
Partnerships and Alliances
Partnership Manager Identify and manage partnerships and alliances. This can include strategic partnerships, referral partnerships, affiliate partnerships and marketing partnerships.
Analytics and Data
Data Analyst(s) Analyze marketing data to measure campaign effectiveness, ROI, and customer behavior. This is a critical role as nearly everything should be considered “performance marketing,” and you’re without the right analysis and performance insights, you could be operating blindly resulting in subpar performance.
Its Going to Be OK!
Once you wake up after passing out on the lunch room floor… from the sticker shock of hiring all of these people – you want to talk to David Teichner at Accelerate HC. We’re the ones who wrote this article and are, right now, using digital marketing to get your attention.
Why speak with David? Well – in 30 minutes David will walk you through who you really need to hire… and when. The list above is great. We love it. But in the real world you have a budget and a plan to navigate. And it is unlikely that you simply have unlimited funds. So talk that through with us… and then, maybe, we can build a hiring effort together.
Final thoughts…
Remember that SaaS marketing is highly dynamic, and team structures may evolve as your company grows and as new marketing channels and strategies emerge. Regularly assess your team’s performance and adjust its structure to align with your business goals and the evolving needs of your target audience.
The Authority on SaaS Marketing Teams | Accelerate HC Recruiting
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At Accelerate HC our passion is building teams for our clients. To do that we have to be as smart (and sometimes even smarter!) as our clients about SaaS Marketing. Our constant attention to the SaaS industry can be appreciated here on our SaaS Marketing blog.
Not enough for you? Reach out to us now. Let us show you how we can help you build out your organization with the right human capital.
