How to Structure your B2B SaaS Marketing Team
Digital marketing team roles and responsibilities in many B2B software companies overlap, and they all work closely with each other. It’s impractical to make a list of B2B SaaS marketing team roles that would apply to every SaaS company. However, you can categorize them all into the four following:
- Marketing leadership
- Growth marketing
- Product Marketing
- Brand marketing
With that said, let’s discuss these categories and their typical roles in a B2B SaaS marketing team.
Marketing Leadership Team Roles
Marketing leaders set the direction for the rest of the team and make sure that everyone has a clear understanding of what they are supposed to do and why they’re doing it. They work closely with the other team members not by implementing strategies, but by overseeing their marketing initiatives and ensuring that a comprehensive plan is in place.
Some of the most common marketing leadership roles include the following:
- Brand marketing manager
- Marketing management
- Brand management
- Public relations
- Campaign manager
- Communications manager
- Account executive
- Director of communications
- Corporate communication
- Brand marketing manager
Growth Marketing Roles
The growth marketing team is a bridge between your product and sales teams. They use marketing metrics, analysis, and insights from marketing channels to understand user behavior and experiment with different strategies.
Depending on the specific organization, marketers in this role may execute strategies or communicate the gained insights to the responsible team members to take action. Hence, marketing leaders mostly often double as growth marketers, especially for small and medium-sized companies.
Growth marketers include the following roles:
- Marketing Manager
- Performance marketer
- Marketing operations manager
- Director of marketing operations
- VP of marketing
- SEO Specialist
- PPC manager
- Deep generalist
- Growth hacker
- Head of demand generation
- CRO marketer
Product Marketing Roles
Product managers are responsible for overseeing all aspects of the product. They work with developers on product ideation and development; they work with salespeople to identify the most relevant product features to highlight in the sales process, and they work with customer service agents when customers report issues.
There is usually one product manager for a project, but bigger organizations have several and they have the following common job titles:
- Product marketing manager
- Senior product marketing manager
- Junior product marketing associate
- Digital product marketing manager
- Director of product marketing
- Solutions marketing manager
- Portfolio marketing manager
- Product owner
- UX writer
- Sales enablement
- Service marketing manager
Brand Marketing Roles
The role of brand marketers in B2B SaaS marketing teams is to connect the brand with the customer and drive loyalty. Brand marketers are responsible for creating a cohesive brand message and engaging customers through all channels.
Brand marketers work closely with sales teams to make sure that your products have a consistent identity. They work with freelance or in-house graphics designers, videographers, and designers to create marketing materials with a consistent brand voice and tone from social media posts and whitepapers to infographics and other visual content.
The specialists in brand marketing deal less with your product, and more with your brand. The goal is to form and foster positive relationships between your brand and its customers. Here are some common roles for brand marketers:
- Brand Strategist
- Creative Assistant
- Creative Director
- Brand Activation Manager
- Digital Brand Manager
- Brand Marketing Manager
- Director of Brand Strategy
- Director of Brand Marketing
- Brand Manager
It is important to note that not every role will exist in all businesses, especially as more and more companies are outsourcing. In that regard, you may want to read our post where we discuss the various marketing tasks that can be outsourced.
What is a Typical SaaS Company Organizational Structure?
The structure of a B2B SaaS marketing team depends on the size of the organization, but there are some commonalities across all types of companies. The first thing to consider is whether you’re hiring for an in-house team or an outsourced one.
In-house teams tend to be smaller than outsourced ones, but outsourcing has grown in popularity because it offers more flexibility and scalability. You can read our detailed article on How to Accelerate Growth by Outsourcing SaaS Marketing.
Another major consideration is how much experience your organization has with marketing automation. If you’re new, you’d need a core group of people who can set up and establish best practices for your team. But if you have some experience under your belt, then it’s likely that you’ll only need to hire senior talent who can help build on existing processes and strategies. Let’s discuss the SaaS marketing team structures in typical small, medium, and large B2B SaaS companies (SaaS marketing org chart included).
Small B2B Businesses Marketing Team Structure
SaaS marketing team structure for small-sized businesses
Small businesses have little or no substantial marketing budget or customer base. As such, they can typically get by with one or two people on their marketing team, who wear many different hats. These generalists will also work with the sales team to coordinate their efforts and execute them together.
The primary role of marketers in a small B2B SaaS business is to create awareness of the company and its product, as well as encourage prospects to sign up. B2B marketing teams of this size may still outsource specific tasks from time to time on a budget.
A business of this nature will typically hire someone with experience in social media marketing, email marketing. or some other specialized marketing skill for specific traffic channels. However, a requirement should be that this marketer has experience with SaaS.
Medium-Sized B2B SaaS Marketing Team Structure
SaaS marketing team structure for medium-sized businesses
Medium-sized SaaS companies have more customers than small businesses and can afford to employ a few more people on their marketing teams than smaller businesses. They also outsource marketing more.
They enjoy the benefits of outsourcing marketing because they cannot hire enough people to warrant getting multiple people for specific roles, such as account managers or customer success managers (CSMs).
Most companies of this size use a hybrid approach of B2B marketing team structure, where one person at the top oversees all aspects of marketing but doesn’t necessarily have the time or specialized skills to do everything themselves.
Then, underneath that person are several team members who each focus on a single aspect of their marketing efforts, such as paid advertising, email marketing, lead generation campaigns, etc. These could either be individual contributors with expertise in these areas, or an agency that employs multiple people with specific expertise in each area of digital marketing.
Large B2B SaaS Marketing Organizational Structure
SaaS marketing team structure for large businesses
Large B2B SaaS companies typically do less outsourcing than small and medium-sized B2B SaaS businesses because most have a full-scale in-house marketing team of specialists and generalists in all the key roles. The roles in a SaaS company of this size are more specific than those in small or medium-sized organizations.
At the top of the structure is the VP of Marketing, who reports to the CRO. The VP of Marketing oversees all other marketing employees and manages their work. The VP of Marketing leads the team and works with leadership to create a long-term vision for the brand. The VP is responsible for setting goals and initiatives to implement over a period of time. Some companies also employ a Head of Sales & Marketing Operations who oversees the projects within this set time frame.
Note that these specific titles and processes will vary from business to business.
The next layer comprises a Director of Marketing Operations, who works closely with the VP of Marketing but also reports directly to the CEO. This person ensures that all marketing processes are executed as planned and run smoothly.
Below that, there is typically a Director of Content, who oversees all written content for web pages, email newsletters, blog posts, etc. The next level down is where you get an Associate Director of Content, who manages a team of writers and editors responsible for creating content in various formats as needed.
An Associate Director of Social Media, PPC team, SEO, etc. comes next in this hierarchy. This person focuses on specific channels and coordinates the efforts on each platform from other channels, such as email or paid search where appropriate.
Each team member received their portion of the action plan and then break their piece down into smaller tasks that they or can manage independently while staying on track with everyone else.
How to Transition from CEO-as-CMO to CEO-as-CEO
In the early stages of a B2B SaaS company, it is not uncommon for the CEO or founder to actively engage in strategic marketing efforts, sometimes even taking on tactical responsibilities. This level of involvement can be beneficial during the startup phase.
However, as the companies progress beyond the early stages, a common challenge they face is transitioning from a CEO-as-CMO setup to one where the CEO can focus on strategic leadership without getting bogged down in tactical marketing execution.
Let’s explore the steps and strategies to smoothly make this crucial shift, enabling CEOs to lead with a broader vision and drive the company’s growth while maintaining an efficient and cohesive marketing team.
1. Defining the CEO’s Strategic Role in Marketing
In the early stages of a SaaS startup, the CEO’s involvement in strategic marketing decisions is invaluable. After all, they are often the driving force behind the company’s vision and can effectively communicate its core message. However, as the company matures, the CEO’s primary focus should shift toward broader strategic leadership. For a seamless transition, they must define this role and set clear boundaries.
2. Building a Specialized Marketing Team
To relieve the CEO of tactical marketing responsibilities, assembling a specialized marketing team becomes imperative. The head of product can still play a role in product marketing, but the CEO should step back from day-to-day marketing operations.
Consider hiring a skilled Chief Marketing Officer (CMO) who can oversee all marketing functions and align them with the company’s strategic goals. Having a dedicated CMO ensures a comprehensive marketing strategy and allows the CEO to focus on driving overall business growth.
3. Establishing Cross-Functional Collaboration
As the company grows, marketing efforts become more complex, involving multiple channels and strategies. This necessitates a collaborative approach within the marketing team. The CEO should encourage open communication and teamwork among marketers, ensuring that they work towards a unified marketing strategy. Regular meetings, progress reports, and shared KPIs will foster a more cohesive and productive marketing ecosystem.
4. Elevating the Importance of Content Marketing
Content marketing plays a pivotal role in B2B SaaS marketing success. It establishes thought leadership, educates potential customers, and nurtures leads throughout the buyer’s journey. As the CEO steps away from direct marketing involvement, it becomes even more crucial to invest in a dedicated content marketing team or partner with specialized agencies. This team can focus on creating valuable and industry-specific content that resonates with the target audience, driving organic growth, and establishing the company as an authority in its niche.
5. Embracing Data-Driven Decision Making
With a specialized marketing team in place, data-driven decision-making becomes paramount. Both the CEO and the CMO should prioritize marketing analytics and performance metrics to measure the effectiveness of various campaigns and initiatives.
By relying on data, the marketing team can make informed decisions, optimize strategies, and allocate resources efficiently. This data-driven approach ensures that marketing efforts align with the overall business strategy, further strengthening the company’s growth trajectory.
How to Hire Your First Marketing Team Leader
Your first marketing team leader is a foundation for your marketing efforts. Hence, they will play a pivotal role in shaping your marketing efforts, driving growth, and establishing a strong brand presence in your industry. To ensure you find the ideal candidate, here are essential factors to consider:
1. Comprehensive Experience
The ideal marketing team leader should possess mid-level experience, but remember, years of experience (YOE) alone may not be the most reliable indicator. Look for someone who has traversed the marketing landscape from its grassroots, gaining valuable insights from both the management and execution aspects of marketing. A candidate with a well-rounded understanding of both “Big M” marketing strategies and hands-on tactical execution will be better equipped to guide your team toward success.
2. The Multi-Faceted T-Shaped Marketer
Look for a candidate who has hands-on experience in at least 3–4 primary marketing skill groups. Notably, they should be proficient in reporting quantifiable success metrics across each area. While they may have a deeper understanding of a specific domain, such as product marketing or paid search, it’s essential that they have a holistic view of marketing operations.
3. Domain or Industry Expertise
Ideally, your marketing team leader should have prior experience in a SaaS setting, demonstrating their ability to comprehend the unique challenges and opportunities that arise in this space. However, a strong B2B marketing background can also serve as a suitable proxy, especially if the candidate has worked within the industry you are selling into. Having an expert in your target industry will prove particularly advantageous for content marketing strategies.
4. Management and Leadership Skills
While you may not require a VP-level candidate at this stage, seek someone with the skills to lead a marketing team or someone who can grow into a leadership role in the near future. This trait is essential, as they will be instrumental in nurturing and guiding the marketing specialists you hire as your team expands.
As your business scales, you’ll have the option to bring on board more experienced marketing leaders to handle strategic responsibilities, or you may find that your initial hire is ready to step into a leadership role, forming and leading a team of specialists to achieve even greater success.
