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  • Writer's pictureSmall Enterprise India


How to build the Initial Marketing Team

How to develop and grow a well-armed marketing team is of the essence for any developing or small company. Creating and running a sustainable marketing team could be one of the greatest challenges that any small business would face. You need to increase your personnel given your increasing customer base or while venturing into new market opportunities.

Managing the twin priorities of considering the customer first with a priority to protect and buckle up the internal talent is a huge juggle that requires a lot of talent and patience. Often you need to squeeze marketing people into their respective roles through extensive consultation processes to encourage them to play a lead role in the overall development of the company.

Here are the best road maps to build your initial marketing team to support and promote the overall goal and vision of your company:

1. Field Marketing

You should start with grass-root level marketing which is a traditional discipline in direct marketing. This activity offers field support, distributing, auditing and coordinating events and plans.

This’s done when you build your sales team, craft field programs and strategies that elevate sales productivity. For this role, you should select a field marketing manager with powerful project management skills and proficiency in planning and event management, excellent attention to detail and a cool temperament to collaborate peacefully with a growing organization.

2. Product Marketing

If you’re selling a product or a service, distinctly positioning your offering is necessary to curve a niche for your business.

For this, streamline what you offer clearly. Talk about the issues it solves. Explain how it is valuable and how different it’s from most of the alternatives. It’s time now to create product-focused content assets also.

Train your sales team on how to craft a clear, consistent and unique description of what your company offers and how it’s valuable which will in turn become “documented story” of your company that your product marketing strategy will deliver.

This activity needs to be “monitored and owned” by someone from your marketing team. This is where you need to introduce a “product marketing manager”. It’s an “outbound” role for monitoring messaging, positioning, content development, product story placement, and customer advocacy. It is not similar to product management, which is an “inbound” role, to drive product promotion.

3. Digital Marketing

Without a digital presence, no business can be successful in today’s dynamic global business ecosystem. The digital landscape is a place where all prospects, investors, associates, customers, recruits, etc. learn about how to use it and why it matters.

You should create the role of an in-house digital marketing manager who can manage external agencies and contractors. This digital marketing manager takes ownership of your company’s digital presence, which includes company website, blogging, social media, email campaigns, and content distribution across multiple digital channels.

4. Content Marketing

Now comes creating and managing a content placement strategy. Amongst the noise in the digital ecosystem, to distinguish yourself, you must tell enticing and memorable stories that define your company, values and how it matters and how your products are going to help solve problems of your customers.

For this, you need an experienced content marketing manager to formulate your content marketing strategy that encompasses the development of content assets and the optimal distribution of these assets across the variety of promotional channels.

5. Media & Analyst Relations

In today’s world, you need to focus on leveraging social media platforms to expatiate your message, collaborate with influencers and define the dialogue in the relevant marketplace. You need to manage industry analyst relations with traditional planning and tactics.

You’d need a marketing professional to handle media and analyst relations. This professional would also run an ongoing program to influence media analysts thus drive the required coverage.

6. Sales and Marketing Management

You need to set up a front office with sufficient productivity tools and apps like CRM, marketing management, content management, social media monitoring, etc.

Once you start scaling your sales and marketing programs, you should have a dedicated steward of front office management. This dedicated marketing and sales team will help you position your business in the global landscape, manage and scale the infrastructure. They will streamline, release and implement best practices, configure and manage all front office systems and apps.

7. Business Development

You should focus on potential marketing-generated leads. For this role, you need a team or person who can make cold calls to unearth new prospects, drive registrations at company events, webinars and to add to contact lists.

It is a wise investment if outside sales resources and costs are insufficient or coming in the way of potential opportunities. You must also define the scope of your sales team’s liabilities aligning with the nature of your offerings.

For this, you can work with an external service provider to get on-demand bandwidth flexibility. Or, if you’re capable of finance, you can build an in-house team, offering them more control to watch predictable results.

8. Global Marketing

The depth of your marketing brains is driven by the positioning, messaging and packaging that must be tailored given the best practices of overseas markets.

Due to the growing influence of international opportunities, it’s necessary to establish a marketing team to support your field professionals in global presence.

Better to recruit a local marketing “generalist,” with a set of field management, PR and content marketing skills.


As an entrepreneur, these are the necessary tactics and requisites that you should have to run your business online smoothly. This is just a roadmap to build your initial marketing squad. Following these steps would not only help you run your startup smoothly without much hassle, but it’ll also elevate you closer to your business vision and objectives faster and diligently.

- Mamta Sharma

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