KEY ROLES

Marketing Operation Manager

• A marketing operation manager's work will be to develop insights and make recommendations on the areas that require optimization.
• One of their roles is to set up integrations and workflows. Additionally, they need to conduct complex data analysis necessary to improve existing systems and processes.
• Some of the skills and experience that they need include:
• "Marketing automation experience 
• Project management skills
• Implementation experience
• They must also be highly organized and have excellent communication skills."

Nurturing Manager

• It will be nurturing managers' work to develop and drive the company's online lead nurturing programs.
• One of their roles will be to optimize the lead funnel and manage the day-to-day marketing operations.
• Additionally, nurturing managers will be required to develop and carry out effective lead management strategies aimed at enhancing conversion rates.
• Some of the skills and experience that they need include:
• "HTML/CSS experience 
• Experience developing lead generation programs
• Previous inbound marketing experience
• Excellent at building relationships and able to set the standard for content."

Content Manager

• A content manager's work will be to create and edit what will be posted on the company's networking platforms.
• They are also required to create data-driven strategies that can engage with customers and potential leads.
• Some of the skills and experience that content managers require include:
• "Must be creative, able to interpret business goals and objectives, and have strong writing skills
• Hands-on content management software experience
• Experience working with CRM tools."

OTHER ROLES

Administrator

• An administrator is the leader of the marketing automation efforts.
• The administrator is the one who will have the final say on how the strategy should proceed and should therefore have a full grasp of the solution.

Analytics Specialist

• Analytics specialist work will be to track data and leads over time. Additionally, they are required to track the ROI and ensure that the funds allocated are well spent on the required markets.
• Because it is the analytics specialist's work to pay close to what is working and what is not, they are therefore required to provide trends that should be considered for future campaigns.

Web Specialist

• The work of a web specialist is to create individual landing pages for the company's campaigns. Web specialists are also required to design and develop content for web forms.
• Lastly, they are tasked with keeping the web content up to date and fresh.

Copywriter

• The copywriter's work will be to ensure all texts are well structured and written in the right tone of voice.

ADDITIONAL INFORMATION

In 2015, Marketo recommended the following marketing automation team structure after observing some of its customers and various companies of different sizes.

 

Source