John R. Kowalski Integrative Marketing Fusion

How is Your B2B Marketing Department Organized?

How is Your B2B Marketing Department Organized?

organization, structure, hexagonal
integrated marketing communication, IMC

B2B marketing departments are often the backbone of a company’s success, driving leads, nurturing relationships, and ultimately closing sales. The structure and organization of these departments can vary widely depending on the size of the company, the industry, and the specific strategic goals. This post delves into the common structures of B2B marketing departments, highlighting their various components and roles to provide a comprehensive understanding of their function and importance.

For example, I have 5 team members. One thing when I gained new members was to assess each skill, personality and experience and then match them up with the appropriate job function, hence a functional structure (as outlined below). This type of analysis is imperative in creating a successful B2B marketing department.

My staff function breakdown

  • Strategy, content generation, sales tool development
  • Digital marketing (email, Adwords), landing page development/management, video development
  • Advertising (aside from Adwords), events, budget management, reporting
  • Public relations, content generation
  • Website management, design, video development
  • Website and landing page management

Some common ways to organize a B2B marketing department include:

1. Functional Organizational Structure

organization, structure, hexagonal

This is the most traditional and commonly used structure for organizing a marketing department. Here, team members are grouped by their job functions such as advertising, public relations, market research, etc. This structure allows for clear delineation of roles and responsibilities, making it easier for team members to focus on their specific tasks.

However, one downside of this structure is that communication and collaboration between different teams can be limited. This may result in silos within the department and hinder overall efficiency and effectiveness.

2. Product-Focused Organizational Structure

In a product-focused structure, team members are grouped by the specific product or service they are responsible for marketing. This structure is beneficial when a company has a wide range of products or services and each requires a specialized marketing approach.

However, this type of structure may create challenges in terms of resource allocation and coordination between teams working on different products.

3. Geographic Organizational Structure

This structure is commonly used by companies that operate in multiple regions and markets. Team members are organized based on the specific geographic areas they are responsible for marketing to.

This structure allows for a deeper understanding of local markets and customer preferences, but can also lead to duplication of efforts and a lack of consistency in branding.

4. Matrix Organizational Structure

A matrix structure combines aspects of both functional and product-focused structures. In this structure, team members are grouped by function but also have a dotted-line reporting relationship to a product or service manager.

This allows for cross-functional collaboration and the ability to focus on both overall marketing strategy and specific product marketing.

5. Agile Organizational Structure

An agile structure is becoming more popular in B2B marketing departments as it allows for flexibility and adaptability in a constantly changing digital landscape. In this structure, team members are organized into small, cross-functional teams that work together to achieve a common goal.

This structure allows for quick decision-making and the ability to respond quickly to market changes or new opportunities.


Overall, there is no one-size-fits-all approach when it comes to organizing a B2B marketing department. It is important to consider the unique needs and goals of your company before deciding on a structure that works best for your team. Furthermore, as the marketing landscape continues to evolve, it may be necessary to reassess and adjust the structure of your department in order to stay competitive and achieve success. So, continuous evaluation and adaptation is key for a successful B2B marketing department.

Some other factors to consider when organizing your department include company size, industry, and target market. It is also important to have a clear understanding of the roles and responsibilities within the team and ensure effective communication and collaboration between different teams or departments. Ultimately, a well-organized B2B marketing department can greatly contribute to the success of a company by driving growth, increasing market share, and building strong relationships with clients. So, it is crucial to regularly review and refine the structure of your marketing department to ensure its effectiveness in achieving these goals. Happy organizing!

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