How to Structure Your Tech Marketing Team for Success

Posted by · February 2, 2017 10:00 am

Every day, you walk in through the front door of your office and one quick sweep of the room highlights the many different teams that make up your company. Whether the teams are lumped together in different sections of the room or huddled over a project as they work out the details, each individual is vital to the success of the company. And your tech marketers are vital to the success of the brand.

They chose to work for this company, chose to learn the ropes of internal branding and messaging, and they look to you for guidance.

While you do your best to ensure each person is happy and working efficiently, you know that there’s more you can do to ensure your team is slated for success. But the question remains — what makes a successful tech marketing team? A clearly defined goal, for one, provides each team member with a mission to work toward. A sense of camaraderie and purpose also offer value to their involvement in the team. To foster a truly cohesive group of professionals, however, the structure of your tech marketing team needs to be well thought out and intentional.

Org Charts

One of the first moves toward building a successful team structure involves the development of an organizational chart. It takes careful thought and consideration to determine who fits where within the mold and it’s a step that needs to happen. A clearly defined structure of managers, strategists, and executors informs the team that there’s a possibility to move up in the department and it eliminates confusion on who reports to whom.

This designation is even more important for tech marketing teams, where personnel is needed to focus on user interactions, data evaluations, user segmentation and personalization to the marketing-adverse crowd of tech users, and strategize the best ways to reach their target consumer with the right message. When marketing to a demographic that’s resistant to most marketing messages, you need each employee to be clear on their role, their goals, and what success looks like.

Flexible Iterations

On that note, it’s important to recognize that experiences and preferences shift and change. A well-structured team requires frequent check-ins and revised iterations to the existing organizational chart to ensure that all team members are still working where their interests and expertise lies.

You may have one person on your tech marketing team focused solely on consumer communication, but after time spent digging around analytics, they find an interest in exploring ways to improve traffic and interaction. Take advantage of these moments of discovery to shuffle your team a little. This will keep your tech marketers engaged in company goals while refreshing their day-to-day. Flexible org charts can help you retain hard workers, proving they don’t have to look outside the company for the ability to learn and grow in different ways.

Define Ownership

Now that your org chart has been established, it’s time to drill down to the details of who owns what. If you have three data specialists, for example, you want to make sure each has their own specialty and their own list of tasks to maintain. Having all three perform data grabs on the same landing pages isn’t the best use of their skills or time. Define whether one should be in charge of informing lead generation opportunities for the target tech audience, while another should be in charge of weekly performance updates, and the other should be in charge of proposing new demand generation possibilities. Ownership of individual projects can provide them with a sense of autonomy and productivity.

Encourage Collaboration

While ownership is key for an effective use of resources, it’s important to encourage your team members to work together within those initiatives. Every person brings new insight to the table and can help others overcome roadblocks experienced along the way. Whether it’s meeting to flesh out opinions over a new billboard slogan or forming creative ways to suggest a new idea to stakeholders that will, hopefully, garner support, working together and recognizing that the success of the whole is greater than the success of the individual.

Tech marketing, as we know, is a niche. It’s different than standard B2B or B2C messaging and it takes time to develop understanding of all the nuances needed for delivering successful campaigns. Bouncing ideas off of team members with other areas of expertise — as well as those with more years of experience under their belt — will yield positive strategic results.

Highlight Value

Some employers believe in the separation of church and state while other employers happily mix with their employees inside and outside of the office. No matter which side of the coin you choose, make your team and its members of importance. Get to know them as people, not just as producers of great work. If you’re privy to information and history about the company, as well as its goals for the future, share this insight with your team.

Technology companies, just like their industry, are constantly pivoting strategies and products. They have to keep up with the times to retain consumers. Communicate these updates to your tech marketers as they become available. If messaging needs a complete overhaul, your team needs to understand why to make the change seamless and successful. This level of transparency will give your team a boost, letting them know they’re all on the same page.

As you grow your tech marketing team, pay attention to the qualifications and skills you’re adding to the mix as well as personality types. This can help you discover new strategy capabilities never before available to you. Capitalize on strengths and help improve weaknesses as you practice these five steps of structuring departmental roles. A good structure will allow you to work with your tech marketers to promote personal and group development for happy employees and a productive marketing team.