How Marketing Teams Used to Be 

Not so long ago, marketing teams were divided into various ‘tactics’. These siloed teams would focus on specific tasks under a Head of Marketing or CMO, who would then report to the organisation’s CEO. With strategy set at the top and cascading down to each compartmentalised department, data intelligence was confined to each channel, with minimal expertise and knowledge-sharing between them.

With almost no integration, an organisation’s marketing structure used to look something like this:

Branding Team 

• Responsible for the approval of brand collateral before it heads off to market

• Maintaining brand identity cohesion with regards to look-and-feel and corporate stance

PR Team

• Liaising with the press and media, profiling executives, and ensuring brand products and services are top-of-mind

• Mediation between business and shareholders

Events Team

• Comprehensive knowledge of venues, entertainers, and caterers

• Organising customer, employee, and stakeholder events such as conferences and team-building exercises

• Working in partnership with events, PR, and branding agencies

Digital Team

• Focused on everything digital, from getting press releases online to building RSVP portals

• Often the least siloed as other departments require their expertise to get tangible assets online   

Advertising Team

• Responsible for traditional above-the-line content such as radio, TV, and print adverts, or any other type of physical collateral

Next Chapter.