Building a team: Organizational structure in marketing and leading through connection

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Organizational structure in marketing matters. Accordingly, I discuss this topic at length in “Is marketing a good career?” And it’s an important topic because how marketing teams are set up varies widely by company.

Altogether, the organizational structure in marketing needs to include these roles:

  • Strategy – somebody has to come up with the strategy and lead it
  • Implementation – whether it’s content creation, paid campaigns, or design – somebody has to do that work
  • Analysis – what’s the point if the results aren’t measured and used to evolve strategies?

On these two episodes of “The Business Storytelling Show,” we discuss organizational structure in marketing as it relates to two areas:

  • Content strategy
  • Communications

Where should content strategy sit?

Content expert Fleur Willemijn van Beinum joins me on this episode of “The Business Storytelling Show” to discuss where content fits in an org chart.

We discuss:

  • Decentralizing content strategy in a company
    • In an ideal world, content would be within its own departments with the sole objective of producing the best content possible for the audience.
    • How a decentralized content strategy could work.
  • How do you decide what content to prioritize?
  • The problem with check the box campaigns

Where should communications sit?

Communications have a role in building up businesses, but where should it fall in an org chart and why? Grace Williams of BLASTMedia joins me on this episode  to discuss the topic, including:

  • What’s the definition of communications for a company?
  • Why is this an important function?
  • Where should it fall in an org chart?
  • What are the KPIs companies should go after?
  • Internal communications
  • Paid and earned media coverage
  • Who should lead a communications team?
  • The use of AI
If you prefer to listen to the audio version:

Leading through connection

No matter where the different functions sit, leaders and really anyone needs to build connections to drive performance. Mark Carpenter, author of Master Storytelling: How to Turn Your Experiences into Stories that Teach, Lead, and Inspire” joins me on this podcast episode to discuss how people can build relationships through their own stories.

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