In the age of digital marketing, modern marketing teams are evolving rapidly – how they work, what they need to achieve, and their strategic value.

There is always a fine line between what separates the most effective marketing groups from those who just spin the wheels.

In today’s business environment, marketing departments must undergo significant changes in leadership, technology, and culture to achieve their business goals – and convince.

How can you and your team successfully address these challenges? What is the most effective marketing team structure? How important are group leaders? How do you make sure you reach your goal? What is the role of social media?

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If your business doesn’t already have a dedicated sales department, it can be difficult to know where to start. Let’s go back to the basics.

According to the American Marketing Association (AMA), “marketing is the business, set of institutions and processes for creating, communicating, delivering and exchanging value-added offerings for customers, clients, partners, and society for the most part.”

Main goal: Help turn your target group into customers. However, marketing can also help build (and maintain) corporate culture and reputation.

Of course, members of the marketing team include gathering employees who work on marketing initiatives and goals (email marketing, generating leads, providing guarantees, etc.). Marketing teams can be 100% internal, 100% outsourced or they can be a combination of own + supplier/agency. The hybrid variant later became more common.

What are the key roles and goals of marketing groups?

According to Gartner, marketing is playing an increasingly important role in creating and managing innovation. 91% of salespeople say their team is involved in their organization’s overall transformation strategy, while only 29% say sales are the only department involved.

Marketers are well placed to drive innovation across the organization because they are driven by environmental data. They focus (surprisingly!) On testing, testing new digital tools, and collaborating across multiple departments.

Sales data and insights are becoming increasingly valuable for departments such as sales, R&D, and customer support. These departments require a deeper understanding of the market climate, competition, and individual customer profiles to effectively build, sell, and support customers.

In an ideal world, your department has the leadership, talent, and technology needed to fulfill its development role in the organization. But in the real world, most marketing departments are still in the process of adapting to their new roles and “ad-hoc’ing” on the way forward. Before you can hire or renovate your digital marketing team, you need to clarify your overall goals.

Remember that the primary purpose of marketing is to help target audiences with customers.

However, the goals and responsibilities of members of the marketing team will depend on the type of your business, its size (small business, business, etc.), but will likely include some (if not all) of the following:
  • Collect and analyze data-driven marketing research (usually with the help of a data analyst)
  • Growing brand awareness and reputation
  • Use email marketing to generate a buzz
  • Improve market position and communication standards
  • Support of qualified potential customers as sales
  • Plan and implement data-based campaigns for the above purposes
  • Interpretation of the perception of competitors and target customers
  • Specify the brand’s media mix
  • Create branded works such as multimedia and copying
  • Collaborate with many other departments

As the team begins to grow, it helps to have a plan for the marketing team that helps keep things in line with selected goals. MindTools explains that team charters “define the team’s goal, how it will work, and what the expected results are.” Here at, we use one or two key performance indicators (KPIs) to suit each project.

In general, it is the same from team to team. The goal is to find, educate and convert potential customers. The expected results are linked to your key performance indicators, which depend on your current goals.

The work of a marketing team has many goals and types of projects. For these reasons, it is very important to build the right marketing team for your business goals.