Marketing team structure and training
Your marketing team has grown faster than its organisation. I work with you to redefine each person’s role and how marketing works with sales and product. Where the team is missing skills, I train them.
When should you restructure your marketing team?
- “Everyone does a bit of everything.”Early on, being versatile is what lets you move fast. Once the marketing team reaches five or six people, nobody becomes an expert in anything: not content, not paid acquisition, not product marketing. Recommendations stay cautious and the team loses credibility with the leadership team.
- “Everyone has an opinion on marketing.”When the CEO, sales and product all sign off on every LinkedIn post, it usually means no area has a named owner. Giving each area an owner with clear decision rights settles a lot of those debates.
- “We need one more hire.”Sometimes, yes. Before opening a role, I look at how each person spends their time, and I almost always find hours lost to manual data entry, reporting or follow-ups that your CRM or an automation tool could handle. The right hire becomes clear after that.
- “Sales say the leads are bad.”And marketing says sales never follow up. Until both teams have agreed on what counts as an MQL and an SQL, with a follow-up deadline and feedback on every lead, that conversation comes back every quarter.
- “Product launched, and we found out the day before.”A launch prepared in a rush shows up in adoption rates. Product marketing needs to see the roadmap early enough to build the go-to-market plan with the product team.
What we work on
How the team is organised
I talk to each person on the team about what they actually do, what they’re good at and what they’d like to take on. I compare that with your goals, then recommend a structure: the roles, each person’s scope and, if needed, the profile to hire.
Processes and automation
We identify repetitive tasks, such as CRM data entry, reporting or follow-ups, and automate them with the tools you already have before adding new ones.
Alignment with sales and product
Marketing and sales agree on what an MQL and an SQL are, and on the follow-up deadline. With product, marketing follows the roadmap so every launch is prepared in time, and the customer feedback sales collect makes its way back to the product team.
Training the team
I train the team wherever skills are missing, most often in SEO, content writing, using AI in marketing and choosing the right KPIs. Sessions are built on your own content and data, so the team can apply what they learn straight away. They can run remotely or at your offices, in English or French.
I’m not there to get anyone fired. I meet each person one to one to understand what they can do and what they could take on, and the new structure is built around that potential.
How it works
- 3 months to a year
- At least one weekly check-in
- Monthly on-site visit available
- Summary and PDF recap
An engagement usually runs from 3 months to a year. The pace depends on what you need: a check-in every week at minimum, and more during busy phases. I can also come to your offices, in France or abroad, once a month for the whole engagement. After each session, you get a summary by email and a PDF recap. By the end, your team has a clear structure and the skills to run it without me.
FAQ
Do we need to hire a head of marketing to structure the team?
Not necessarily. A well-organised team, with an owner for each area, can work without an extra layer of management. If you do need to hire, I’ll help you define the profile and assess candidates.
Do we need a marketing strategy before restructuring the team?
Ideally, yes: the structure should follow from your priorities. If they aren’t clear yet, that’s where we start. See marketing strategy →
Can we book training on its own?
Yes. Training on a specific topic, such as SEO or using AI in marketing, can be a one-off project without restructuring the team, remotely or at your offices, in English or French.
How much does it cost?
It depends on the length of the engagement, the pace and the number of training sessions. I’ll send you a detailed proposal after a first call.
Let’s talk about your marketing team
A 30-minute call to look at how your team is organised and see where to start.