Question

Topic: Strategy

Marketing Team/dpt Organizational Structure

Posted by marketgirl76 on 3/29/2013 at 3:19 PM ET 250 Points
I am the head of a marketing team in a B2B IT/software company with offices throughout North America. I current have a web side with designer, SEO/Social media and web site management and marketing specialists and a content specialist. I'm finding that my marketing specialist is now spending more than 50% of her time on existing customer campaigns. We have an extensive customer base and support program, so customer marketing and comm is very valuable - though as more of our time is being spent here, I would like to tie in metrics more tightly. My concern is that our strategic goals for net new marketing is falling behind.

Can anyone share how their marketing team evolved or structure to support net new vs. existing initiatives. We drive net new campaigns for national and regional based campaigns, so not sure if it makes sense to just add to the team for capacity or start to separate into net new marketing specialist and customer program marketing specialist?

Any insight is appreciated.

thanks.
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  • Posted by Gary Bloomer on 3/30/2013 at 8:52 AM Accepted
    Retaining existing customers costs less than bring in new customers, so the efforts of your specialist, if they're bring in revenue in line with goals, are far from wasted.

    You may want to conduct some kind of life time value calculation in which you figure out how much is costs to retain an existing customer and how long they remain with you and how much they spend over that period of time, and weigh that calculation against how much it costs you to bring a new customer on board and how long it takes until that new person's spending matches that of an existing customer.

    Perhaps if you also factor in the costs to you as the employer of the person managing this process (salaries, benefits, etc.) and consider mixing in the amounts customers at numerous buying levels spend (with drop offs in revenue to allow for time and declines in spending) you'll potentially arrive at gross and net revenue generation figures per customer, per employee.

    Would that help?
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