The marketing structure controls and focuses all marketing work, lead generation and sales team support work
The structure has 3 main parts
1. Target customer profiles
2. Marketing dept. model [process, channels, metrics]
3. Lead gen strategy
[the Sales Plan also fits this structure however is completed by the sales leadership]
The Target Customer Profiles and the Marketing dept. model form two sides of a ‘revenue roadmap.’ Acting as a sort of guardrails, the customer profiles and dept. model focus and limit the lead gen. strategy. All marketing dept. work: materials, lead generation, sales support must be on the ‘road.’ This ensures that all marketing work is in alignment with the sales team.