Artificial intelligence (AI) and generative search technology are producing massive, ongoing changes in how potential customers and clients are finding information online. That’s just a fact. Increasingly, companies of all sizes are realizing that their current sales and marketing strategies just aren’t keeping up. However, knowing that your organization needs to change and identifying precisely which changes are needed are two very different things.

Outdated Organizational Structures

In many cases, an outdated organizational structure—in which sales and marketing teams are separate, and key roles aren’t focused on digital marketing channels—is one of the top reasons behind underperformance and inefficiency. However, it can be tough for a company to re-envision what its marketing and sales structure should look like and how it should function to rise to the challenge of modern marketing paradigms, especially if its current structure worked in the past. What should a modern marketing team look like, and how is it different from what you’re used to? Here’s a snapshot.

Traditional Marketing Teams vs. Modern Marketing Teams

The fundamental difference between a traditional marketing team and a modern marketing team is that historically sales and marketing were separated, with a marketing director and sales director each working under a chief marketing officer (CMO). Within the traditional marketing team, functions were even further divided, with roles such as:

• Advertising Manager: Focused on creating and placing traditional media ads on TV, in print, and on the radio.
• Public Relations Manager: Managed the company’s image and media relations.
• Market Research Manager: Conducted research to understand customer preferences and market trends.
• Brand Manager: Was responsible for brand identity and positioning.

It’s easy to see how, within this structure, it can be easy for marketing efforts to slip out of alignment with the ultimate goal, which is increased sales and profits. Further, none of these roles is specifically aligned with digital marketing channels. By contrast, the roles one is likely to see in a modern marketing team are:

• Chief Digital Officer: Leads digital innovation and transformation within marketing.
• Digital Marketing Officer: Oversees digital marketing channels (content marketing, email, social media, etc.) and strategies.
• Data Analyst: Continuously analyzes up-to-the-minute data to inform marketing strategies and improve decision-making.
• Customer Experience Manager: Ensures a seamless, personalized customer journey.
• Marketing Automation Specialist: Automates marketing processes for both efficiency and personalization.
• Integrated Sales and Marketing Director: Aligns sales and marketing efforts for cohesive strategies.
• AI and Machine Learning Specialist: Develops and implements AI-drive marketing strategies.
• Innovation and Growth Manager: Focuses on growth hacking and performance marketing.

These changes aren’t just chair- and title-shuffling. They reflect a fundamental shift from traditional to modern marketing approaches that focus on:

• Integrating sales and marketing more closely, collaborating on shared goals and strategies.
• Emphasizing data analytics, AI, and machine learning to drive decision-making and personalization.
• Prioritizing digital channels, social media, and content marketing.
• Centering customer experience and journey mapping for better engagement and retention.

Today’s digital marketing environment moves fast. An integrated team allows your company to stay on the leading edge of change, rather than chasing trends and losing market share to more nimble competitors. But how do you get there?

Is Cost an Issue?

It’s not cheap to employ and structure a modern marketing team from scratch. Depending on the size of the organization and the complexity of the team, the geographic location, and the specific tools and technologies employed, it can cost from $800,000 to $1.5 million annually (or more!). Factors that influence this calculation include:

• Company size: Larger organizations tend to require a bigger team that incorporates a larger range of specialized roles, increasing costs.
• Industry: Certain industries require more complex marketing strategies, which in turn drives up the salaries needed to retain skilled professionals.
• Location: Geographic location and the local cost of living can cause salaries and other costs to vary significantly.

Actual costs, of course, will depend on an organization’s specific business needs and market conditions.

Does this mean your business is stuck until you can afford to invest hundreds of thousands of dollars into reinventing your sales and marketing departments? Happily, no. As an integrated outsourced solution, Iffel International can help you realign your existing sales and marketing efforts to keep pace with the demands of the modern market. We provide state-of-the-art, practical solutions for a fraction of the cost of starting from the ground up, with a fusion of technology and marketing that is always sales focused.

Ready to recapture your marketing edge? Contact Iffel International here to schedule your consultation today.