How a marketing department is usually structured
A mid-size marketing department usually groups people by discipline under a CMO or VP Marketing: brand and creative, content, demand generation (paid, email, SEO), product marketing, and marketing operations. This template shows that shape for a team of about sixteen.
Demand generation and brand pull in different directions
Demand generation is measured on pipeline this quarter; brand on reputation over years. Giving each its own lead keeps one from swallowing the other.
Give marketing ops an owner
Someone has to own the CRM, attribution and the tool stack. Without a named owner it becomes everyone’s side job.
Product marketing sits between teams
Product marketers work closely with product and sales. Draw a dotted line to the product lead if that relationship is formal.