The modern marketing organization is built around a core team of specialized talent. This structure creates an extremely agile organization that empowers other teams in the organization to focus on strategy, data interpretation, and customer acquisition instead of maintaining a unified brand, increasing ad conversion rates, tracking SEO, or building print material.

Restructuring Outside of the Enterprise

For enterprise organizations, a transition like this makes econnomic sense. It lowers employee overlap, improves efficiency, and cuts headcount. But, for small and medium organizations, it means adding specialized talent, while maintaining an existing team of strategists, managers, and leaders.

At the end of the day, it doesn’t add up.

To remedy this issue, small and medium organizations are turning to full-service marketing teams like GROW, which allows them to take advantage of specialized talent on a project basis, eliminating organizational bloat.

Key Members of Your Core Services Team

Your core services team should consist of the following specializations:

1. Designers — Keeping designers on your core services team allows you to maintain a unified brand, ensuring that your web, print, social, and any other design assets flow together seamlessly.

2. Paid Ad Specialists — Paid ads are one of the fastest ways for an organization to waste money. Ad platforms are extremely complicated and finicky. Paid ad specialists keep your ad budget in check and your results improving.

3. Organic Search Specialists — Organic growth and visibility affects multiple aspects of your marketing efforts. It lowers your cost-per-acquisition by augmenting your ads with organic inbound leads, lowers your Adwords cost-per-click by building trust with Google, and allows you to take advantage of other forms of lead acquisition like premium content.

4. Marketing Automation Specialists — Marketing automation and lead nurturing is one of the most impactful and misunderstood modern marketing disciplines. It allows you to warm up cold leads, stay in front of existing customers, and automate multi-touch engagements like onboarding processes.

5. Copywriters — Good copy is one of the most sought-after resources for modern organizations. This is because good copy can spread indefinitely, attracting tons of new visitors, helping to build a positive relationship with potential customers.

At the end of the day, each organization will require a slightly different core services team. But building a team with the right specializations is one of the most impactful initiatives an organization can undergo.

This post was originally published in the Mindbox Journal.