Question

Topic: Strategy

Marketing Department In A Service Company....

Posted by Anonymous on 5/27/2008 at 3:35 AM ET 125 Points
Dear all,

What is the best approach to structure your marketing department if you are working in a service company.

I've seen companies dividing their marketing dept. by brands while others by functions.

Is there any scientific approach to this.

please help.

Thanks

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RESPONSES

  • Posted by CarolBlaha on 5/27/2008 at 8:27 AM Accepted
    Take a couple classes in project management. It specifically addresseses this and will give you stats and other scientific approach to this and in (obviously) running your projects.
  • Posted on 5/27/2008 at 9:22 AM Accepted
    A lot depends on the size of your company and the size of your marketing department.

    I work for is a service company (less than 100 emp) and in the past two years have put together a marketing department of 7 people to support the needs of our various services.

    It's understood that our department represents the expertise in marketing and that the various other business departments respectively have expertise about their products/service.

    When one of the business leaders has a need, our marketing staff holds a requirements meeting with that specific business. We expect them to come prepared with their goals and we work out a solution and a plan with them. We execute the plan, while maintaining the consistancy of our corporate brand and messaging.

    Since they work directly with external customers they keep informed on the latest greatest needs, just as our department keeps up to date on marketing via print, email and web. I've found it to be very effective.

    Best of luck,
    Deb


  • Posted on 5/27/2008 at 9:36 AM Author
    Ok,

    We are a 150 employees company, providing e-governmental solutions. Each solution is considered a brand that can be sold to various clients with some level of customization.

    If this is the case, do you suggest that we distribute our work based on functions i.e. communication, pricing, research..etc, or just hire brand managers who will be in charge of all functions for some product?

    I really appreciate your comments CarolBlaha, W.M.M.A., & dmull.

    Thanks
  • Posted by Frank Hurtte on 5/27/2008 at 10:23 AM Accepted
    When departments are segmented according to customer segmentation. The marketing department can build expertise which transends simple brand/product expertise.
  • Posted on 5/27/2008 at 10:42 AM Accepted
    We work with 2 brand managers who sit in the respecitive product departments and do the majority of research and analysis for their product/services.

    It saves our creative team alot of time from having to do the research and we can concentrate on writing, creating graphics and videos - showcasing/selling the product.

    Brand managers are a great solution.
  • Posted by joshuacrumbaugh on 5/27/2008 at 4:33 PM Accepted
    I would divide it by tasks. Each marketer is going to be better and one specific task than others. Get to know your marketers, find out what they excel in and structure it to bring our your employees best talents, skills and knowledge to the table.
  • Posted on 5/28/2008 at 10:19 AM Accepted
    Marketing must be central, divide and get crushed.

    The rules have changed and centralized teams are needed to watch over the global landscape. you are not alone in this battle, the armies are marching on.

    Silos are only created to have too many chiefs.



  • Posted on 5/29/2008 at 1:55 AM Accepted
    Hi there,

    I strongly recommend following the model from ITSMA (IT & Services Marketing Association) at www.itsma.com

    I have used their model and tools for years with very good and comprehensive results.

    rg
    San.
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