5 core functions in a modern marketing organisation
and how to reinvent them
In today’s fast-paced business environment, staying competitive requires a deep understanding of the core functions that drive success in a modern marketing organisation. These functions include brand marketing, marketing operations, content management, product marketing, and demand generation. While these functions have always been important, their execution must evolve to keep pace with the rapidly changing digital landscape. In this post, we’ll take a closer look at each of these core functions and explore how they can be reinvented to stay relevant in today’s digital world. By understanding and reimagining these key components, businesses can gain a significant competitive edge in their industry.
Corporate marketing roles are focused on promoting the overall image and reputation of a company, rather than specific products or brands. The goal of corporate marketing is to create a positive perception of the company as a whole, and to communicate the company’s values and mission.
Some specific responsibilities that a corporate marketer might have include:
Reinventing corporate marketing roles in a fast-changing digital world can be a challenging task. There are a few key points to look at:
Ultimately, reinvention of corporate marketing roles in a fast-changing digital world requires a focus on innovation, a willingness to try new things, and a deep understanding of digital marketing tools and tactics. This can help corporate marketers stay ahead of the curve and effectively promote the overall image and reputation of their company.
Marketing operations roles are focused on the behind-the-scenes work that is required to support and manage the day-to-day operations of a marketing department. These roles are responsible for ensuring that the marketing department runs efficiently and effectively, and that marketing efforts are aligned with the overall business objectives.
Some specific responsibilities of a marketing operations role may include:
Marketing operations roles require individuals to have a good understanding of marketing technologies, data, and analytics, and to use that knowledge to improve the overall performance of marketing campaigns. They should be able to plan and prioritise projects effectively, which requires strong leadership and communication skills. They must have good project management skills, and should be able to work with cross-functional teams.
As the marketing industry changes, the role of marketing operations is becoming more critical, as it is responsible for ensuring that the marketing department runs efficiently and effectively and that the marketing campaigns aligns with the company’s overall business objectives.
To reinvent marketing operations in a fast-changing digital world, here are a few key points to look at:
It’s important to note that marketing operations role can vary depending on the size and structure of an organisation, but keeping a focus on being flexible, data-driven, and customer-focused can help your marketing operations team succeed in the digital world.
Marketing content management roles involve the creation, distribution, and measurement of a company’s marketing content. These professionals are responsible for ensuring that the company’s message is consistent across all channels and that the content is engaging, relevant, and aligned with the company’s overall marketing strategy.
Some specific responsibilities of marketing content management roles may include:
It’s important to note that content management roles can vary depending on the size and structure of an organisation. However, in general, the goal is to create and share valuable and engaging content that supports the company’s marketing goals and objectives and resonates with the target audience.
Marketing content management is becoming increasingly important in a fast-changing digital world, as companies look for ways to effectively create, distribute, and manage the vast amounts of content that are required to reach and engage with their target audiences. To reinvent marketing content management roles in this environment, there are a few key strategies that you can use:
These strategies can help you adapt to the fast-changing digital world, and ensure that your marketing content management efforts are able to keep up with the latest trends and technologies.
Product marketing is a critical function within a company, as it involves creating and communicating the value of a product or service to potential customers. The roles and responsibilities within a product marketing team can vary depending on the company, but generally include the following:
Overall, product marketing roles involve understanding the market, customers, and competition, and then communicating the value of the product or service to potential customers and drive sales.
In today’s fast-changing digital world, product marketing roles are evolving to keep up with the latest trends and technologies. Here are a few strategies for reinventing product marketing roles in this environment:
In summary, to reinvent product marketing roles in a fast-changing digital world, it’s important to embrace new technologies, focus on customer-centricity, leverage data and analytics, and adopt an agile process. Additionally, cross-functional collaboration and personalisation are also key components of product marketing today.
Demand generation and field marketing are two distinct but closely related roles within the marketing function of a company.
Demand generation is the process of creating interest in a product or service among potential customers. It typically involves a combination of tactics such as email marketing, content marketing, social media marketing, and search engine optimisation (SEO). The goal of demand generation is to generate leads and sales opportunities for the sales team.
Field marketing, on the other hand, is the practice of promoting a product or service to customers and prospects in a specific geographic area. This is typically done through face-to-face interactions, such as events, trade shows, and roadshows, as well as through local advertising and promotions. Field marketing is focused on building relationships and creating a local presence.
Some of the key responsibilities of a demand generation role can include:
Some of the key responsibilities of a field marketing role can include:
Both the roles support and complement each other. Demand Generation focus on creating leads and opportunities, while field marketing focus on building relationships and creating local presence. Together they create a comprehensive strategy that helps companies to generate demand, create awareness and drive sales.
In today’s fast-changing digital world, demand generation and field marketing roles are evolving to keep up with the latest trends and technologies. Here are a few strategies for reinventing these roles in this environment:
In summary, to reinvent demand generation and field marketing roles in a fast-changing digital world, teams should embrace new technologies, focus on customer-centricity, leverage data and analytics, and adopt an agile process. Additionally, personalisation, influencer marketing, and digital events and experiences are also key components of demand generation and field marketing today.