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How To Structure Your Marketing Automation Team

Do you have an existing online marketing team? Or, do you think your current team needs to be
restructured based on a new strategy, or increased goals for the year?

Your online marketing team, or marketing automation team, has the potential to be a strong
asset to your company. Based on how you organise your team, you can play to everyone’s
strengths and weaknesses, and make sure that every job has a solid owner who’s responsible
for all the moving parts. With a solidly structured team, you’ll be sure to meet your marketing
goals for the year, and increase your sales and revenue.

Here are some of the most vital roles that you should consider for your marketing automation
team. This may not represent a full team, especially for a bigger company, but it’s a start,
especially if this team structure is new for your business.

 

Operations Manager

An operations manager, to direct and supervise all other roles and make sure work is delegated
appropriately, and that goals align with the available staff.

 

Analytics Specialist

An analytics specialist is a vital part of your marketing automation team, as they’re responsible
for tracking data and leads over time, making sure that your campaign dollars are well spent in
certain areas or markets, and tracking ROI. An analytics specialist takes care of the results of
each of your campaigns, and ensures that your company is paying close attention to what’s
working and what’s not, which consumer bases they need to tap into, and any trends in the
data that are important to consider for future campaigns or goals.

 

Marketing Specialist

A marketing specialist can focus their time and energy on creating campaigns, tracking new
areas of business to tap into, and designing, writing and developing content for each campaign,
whether it be email, web or social media based. A bigger company might have several
marketing specialists to take care of the amount of work that this position requires, but at least
one is necessary to ensure that your company’s campaigns are well taken care of.

 

Web Specialist

A web specialist, to be tasked with creating special landing pages for your campaigns, to design
and develop content for web forms, and to ensure web content is kept up to date and fresh. If
your company is bigger, you’ll probably have an entire team tasked with these assignments, but
smaller companies should have at least one web specialist. If your company is sending out an
email campaign for shoe sales, you’ll need to have a web specialist to design the landing page
that the emails lead to. So, this is a vital role for your team.

 

These key roles can be expanded upon in many ways, but these are examples of a core team to
help manage your company’s marketing automation goals. You can absolutely expand on this
team structure by adding email specialists, social media specialists, content writers, managers
and other roles to make sure that the job is done well. But, this is a good place to start,
especially if your system is just getting off of the ground.

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