What Does the Marketing Department Do in a Company? (10 functions)

Marketing departments are different among companies based on the business size and marketing strategy. 

Some marketing departments are entirely in-house, others outsourced, and many have a unique combination usually centered around their customer value proposition.

Even so, every marketing department today must be agile and modern-thinking regardless of the chosen structure.

The marketing department is core to any company because it is marketing’s job to gain a customer and keep a customer. It is also the marketing department’s role to support the sales team while keeping the sales statistics accurate and advertising statistics accountable.

This expectation is primarily due to the growing recognition of a marketing department’s role in promoting business growth. For instance, a McKinsey survey found that 83% of CEO participants relied on marketing to meet their growth plan.

Regarding the marketing department structure, there are no right or wrong structures. And with the industry’s ever-changing nature, your design should always consider the customer first, the company size and the marketing strategy.

Functions of the Marketing Department

Marketing departments typically use the following structures:

1. Functional
2. Segment-based
3. Customer-focused
4. Geographical-based
5. Product-centric

Knowing your team’s functions is the best way to determine which structure is ideal for you. Consider asking the following questions.

• Who produces content? Is it your in-house team or an external agency?
• Does analytics fall in the marketing department or another team’s role?
• What tasks does each member perform?

Company Size

How big is your company? How many employees do you have? If you are a small to medium sized business (SMB), your marketing department will likely have fewer workers carrying out multiple marketing responsibilities.

Ensure your marketing department has the following attributes, regardless of the marketing structure you select.

• Customer-centric
• Collaborative
• Data-driven
• Results-driven

The Structure of a Marketing Department

Structurally, your marketing department should consist of the following role categories.

1. Strategy team

This team will likely comprise the Chief Marketing Officer, Marketing Team Leader, and Director. Their roles are more of an overseeing nature to monitor the department’s progress. Other responsibilities include giving the final decision regarding the marketing strategy and conducting high-level meetings.

2. Project management team

Here, you’ll have the project and marketing manager, plus the content marketing strategist. Their role is to coordinate and implement marketing projects and supervise members in supporting roles. They also monitor resources and report progress to the higher-level marketing team.

3. SEO experts

This team may comprise the SEO specialist, SEO writer, and PPC specialist. Their responsibilities include undertaking SEO analysis, performing audits for SEO website changes, and updating PPC bids.

4. Writers

Possible members include the copywriter and team content creator. This team is responsible for developing various content such as blogs and white papers. They may also double as editors and media researchers.

5. Design team

This team may comprise the graphic designer, photographer, and video editor. Their roles include creating illustrations and visual marketing content like infographics and videos.

6. Analysts

The marketing data analysts are responsible for generating and interpreting data to guide decision-making. Their recommendations influence which marketing activities to go with and the marketing budget.

7. Communications team

This list wouldn’t be complete if we failed to mention this team. Possible members include the media lead, social media manager, influencer marketer, and PR specialist. This team is responsible for managing public perception and maintaining good relationships with the target audience. It’s also their task to communicate changes, whether product-related or company matters, to the public.

Marketing Department Functions

Like the structure, the marketing department roles vary for each company. Even so, several functions are standard for all.

1. Market research. Your team’s job is to study data on the latest trends and customer behavior. You may also use reviews and surveys to gain insights into the performance of company products.
2. Competitive analysis. The department analyses direct competitors by examining their industry position and successful marketing strategies. This information is useful when developing in-house plans.
3. Promotion. Your marketing team is responsible for brand awareness and managing the company’s image. The team also decides the appropriate marketing tactic when promoting products/services.
4. Sales. This role is a joint effort between the marketing team and the sales department. Marketing helps generate and convert leads by creating a smooth buyer cycle.
5. Product management. Your department should work closely with the product development team to map products. Afterward, you can decide the appropriate strategy, i.e., whether to modify the product or withdraw it and invest in something else.
6. Information management. Modern marketing departments leverage data to make sound business decisions. This integrated information includes sales and customer profiles.
7. Pricing. Your department advises the company on the most suitable pricing structure that balances the market rates and company profits.
8. Budget. Your team calculates the budget that will help the company meet its goals.
9. Distribution. Your marketing department’s role is to determine suitable distribution channels for their products.
10. Customer relationship management. A marketing team’s responsibility is to create customer satisfaction through clear communication and addressing their concerns.

There’s no one-size-fits-all approach for selecting an ideal marketing structure for your department. Establish what works for you based on your company’s current situation and marketing function. Most importantly, ensure you have the right team because these employees will determine your department’s success.