HubSpot's brilliant marketing organization structure

Jonathon Colman, SEO marketer for REI, shared with me a deck he put together for ad:Tech, From an Army of 1 to Agile SEO Teams, which has some great insights on agile marketing. Here's his deck:

From an Army of 1 to Agile SEO Teams - adTech 2012

View more PowerPoint from Jonathon Colman

At the end, he included a number of links to other resources on agile marketing (including this blog, thank you!). As I browsed through them, I found a real gem that I hadn't seen before: Agile for Marketing, a SlideShare deck by the folks at HubSpot.

HubSpot has always been prolific at content marketing — they helped invent the field as one of the foundations of inbound marketing. This deck reveals how they've organized their marketing team to thrive using agile marketing. My favorite slide illustrates their team structure, built around the funnel:

It's clean, simple, logical — built from the ground up with the new marketing in mind.

They also have yet another term for marketing technologists: they call the role marketeering (marketing + engineering) to "build stuff (tools, apps, etc.) to support marketing goals."

Both decks — as well as the rest of Jonathon's reading list — are highly recommended.

Comments

[Jonathon Colman]

Many thanks for featuring this presentation, Scott, as well as for doing a lot of the foundational work that inspired it. Your writings and presentations helped me think through the process quite a bit and influence change here at REI.

Quick and nimble marketing teams that have expertise in technology and a bias toward action will always win the day, especially in the world of SEO.

[Mike Volpe - CMO @ HubSpot]

Great to hear from marketers who are re-thinking the traditional ways and figuring out how to make everything more inbound, including the organization of the team.

[Richard Fouts]

Really good stuff, because this is the heart of the war between marketing and sales: qualified leads and contribution to revenue. When people say, "marketing doesn't do anything for me" it's a salesperson saying, "marketing doesn't give me qualified leads." However, marketing is more than lead gen; and marketing executives that become glorified lead gen managers don't get invited to the strategy table, but that's another issue. If you can at least check this off your list of success stories, the doors to bigger things might open.

[Bob Williams]

Agile thinking is needed in more places than IT development. It really is a complete business model. Thanks for sharing. I had a good laugh with some of the storm trooper slides.

[Mark Armamentos]

What a hoot! OK, the content is great but I am reading this on a late friday evening and the stormtroopers helped really make this a presentation worth remembering and sharing! Bravo!