Structuring Your Marketing Org for Growth

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Welcome back to Behind The CMO, where marketing leaders like you stay on top of what works in building high-performing teams and driving growth. Built by marketers for marketers, we deliver actionable insights and valuable strategies to help you sharpen your approach and achieve meaningful results. 

This week, we’re taking a deep dive into a crucial topic for any marketing leader… 

Structuring Your Marketing Org for Growth 

Why Organizational Structure Matters 

A well-built marketing org can be the difference between maintaining the status quo and driving sustainable, scalable growth. An optimized structure streamlines workflows, strengthens team collaboration, and maximizes impact across channels. 

Core Roles & Responsibilities 

To build a high-functioning team, you’ll need the right roles in place. Here’s a framework of the key positions for growth-focused marketing teams and their primary areas of accountability: 

• Growth Lead – Oversees strategy, analytics, and performance optimization. 

• Demand Gen Specialist – Manages campaigns and leads to keep the pipeline thriving. 

• Content Marketing Manager – Creates compelling narratives to build brand affinity and engagement. 

• Product Marketing Manager – Bridges product, sales, and marketing with a focus on messaging. 

Team Hierarchies & Collaboration 

Every marketing leader faces the centralized vs. decentralized debate. 

• Centralized Teams: Best for tight control over brand guidelines and resource efficiency. 

• Cross-Functional Pods: Ideal when agility and fast experimentation are needed. 

Regardless of the structure, fostering collaboration between teams like content, product, and demand gen is essential to breaking down silos and achieving cohesive execution. 

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Scalability & Adaptability 

Your team must grow alongside the business. Some tips for scalability in your org design include:

• Regularly reassess team priorities and adjust workflows.

• Invest in professional development to build expertise internally. 

• Use external resources or agencies strategically for high-volume or specialized work. 

Common Pitfalls to Avoid 

• Over-indexing on execution without long-term strategic planning. 

• Neglecting mid-level leadership, which results in bottlenecks. 

• Creating silos by separating growth, content, and demand gen teams entirely. 

Key Takeaways & Next Steps 

A winning marketing org aligns its team structure with its goals—not the other way around. Create flexibility, invest in leadership, and stay open to shifts as your needs evolve. 

What’s Coming Next Week? 

We’ll break down how to operationalize experimentation and create a culture of data-driven decision-making. 

If you enjoyed this week’s edition, share it with a fellow CMO or growth marketing leader who would benefit from the insights. See you next week! 

Cheers, 

The Behind The CMO Team

Together, we’ll build marketing teams that scale. 🚀