The marketing profession has been turned upside down in the past ten years. Now more than ever marketing leaders need to prove value, implement and manage complex technology, and adapt to change in a world where buyers control more of the sales process than ever before. Marketing is more customer-centric and more content driven than ever before and that is reflected in the way that companies are organizing their marketing departments. This How-To Guide has been designed to help you and your company design, staff and resource The Modern Marketing Organization. To obtain this document, visit us at http://www.demandmetric.com/register

1. How-To Guide
The Modern Marketing Organization:
Poised for Growth, Designed for Alignment
By Clare Price, Research Director
October 2013
EXECUTIVE SUMMARY
The marketing profession has been turned upside down in the past ten
years. Now more than ever marketing leaders need to prove value,
implement and manage complex technology, and adapt to change in a
world where buyers control more of the sales process than ever before.
Marketing is more customer-centric and more content driven than ever
before and that is reflected in the way that companies are organizing their
marketing departments.
This How-To Guide has been designed to help you and your company
design, staff and resource The Modern Marketing Organization.
DEFINITION OF A MODERN MARKETING ORGANIZATION
Demand Metric defines the Modern Marketing Organization (MMO) as
driving the revenue of the company through the acquisition, engagement
and the development and maintenance of long-term, cost effective
relationships with customers.
© 2013 Demand Metric Research Corporation. All Rights Reserved.

2. How-To Guide
In brief, the MMO has responsibility for sustained revenue generation,
sales enablement, and authority over all of the processes, technologies,
tools and talent that support the “customer universe.”
THE EVOLUTION OF THE MMO
We see three major changes in the modern marketing organization.
The first big change has been in marketing’s view of the customer. Where
previously broadcast to large populations was a key success metric of
marketing, today the focus is on very well defined, specific content
delivered to micro targets and personalized content delivered to
individuals.
The second big change is marketing’s direct control over more of the sales
process and with it the customer journey. Where previously, marketing
provided general education and sales tools with an emphasis on advertising
to fill the very top of the pipeline, today marketing’s role extends down the
sales funnel through early stage prospect qualification and lead nurturing.
More and more marketing is taking responsibility for delivering close-ready
prospects to sales rather than throwing buckets of leads over the wall.
Newer roles such as VP Demand Generation, VP Customer Success and
VP Sales Enablement now exist along with the more traditional roles of
Chief Brand Officer, VP Strategic Communications and VP Product
Development. This suggests a new, stronger connection between marketing
and revenue generation. Functions focused on the Customer Experience
and the Voice of the Customer have emerged with higher level director
and VP authority.
The third big change is responsibility for revenue generation. Where once
this was owned exclusively by sales, marketing is now often measured by
revenue goals and marketing spend is set by marketing’s ability to meet this
hard dollar goals. The emerging role of Chief Revenue Officer is a
testament to this change.
© 2013 Demand Metric Research Corporation. All Rights Reserved.

3. How-To Guide
THE SHAPE OF THE MMO
The chart below illustrates the shape of the modern marketing
organization. While few mid-sized companies and even many large ones
will not have individuals in these roles, we see these as key functions that
every modern marketing organization needs to consider and be prepared to
address through process and practice, if not be actual headcount.
ROLES & RESPONSIBILITIES
Here we focus on the 12 functional roles that are new, emerging or most
changed as part of the evolution to Modern Marketing Organization. As
stated above, your organization may not have staff assigned to this role, but
may instead address the function through process, objective or initiative.
 VP Demand Generation – The VP of Demand Generation is
responsible for generation strategy and implementation that
maximizes revenue and profitability across customer segments and
channels. Key focus areas include: Defining the demand generation
strategy and implementation of a measurable, repeatable,
automated process for lead nurturing and qualification. Developing,
executing and tracking marketing campaigns by setting objectives,
© 2013 Demand Metric Research Corporation. All Rights Reserved.

4. How-To Guide
tactics and budget to meet the MQL (marketing qualified lead) and
pipeline goals. This position determines and implements the best
mix of marketing programs to target existing and new prospects in
key segments, and works closely with Sales to ensure alignment of
goals and KPIs.
 VP Strategic Communications – The VP of Strategic
Communications has the responsibility for brand development, and
building brand equity by executing the brand value across multimedia demand creation campaign tactics. This role works with
product marketing to ensure a consistent top-to-bottom “go to
market” strategy, and works with sales to both provide resources
and elicit brand and reputation feedback from the front line. The
position provides independent, proactive counsel and leadership on
message development and communication planning for external
and internal audiences. This position also develops relationships
with primary customers to understand their business needs, and to
offer ongoing project management of the customer experience.
 VP Product Marketing – The VP of Product Marketing has the
responsibility for positioning, marketing and evangelizing company
products, solutions and technology and for driving adoption of
these with customers and strategic partners. This position is also
responsible for on-going user research, competitive analysis and
market positioning assessments to establish the market position of
company products and services. This person will develop and
execute go-to-market strategies for bringing new features and
functionality to market. This role includes defining target segments,
product positioning, messaging, pricing and managing the schedule
for a successful product launch.
 VP Customer Success – The VP of Customer Success has the
responsibility for account management, customer
engagement/advocacy and customer experience delivery and
execution. The VP of Customer Success is responsible for engaging
with customers, facilitating product adoption, and ultimately
driving account retention and revenue expansion. This person will
bring the customer perspective to the executive team and work
closely with leaders across Product, Marketing, and Sales to develop
and execute the organization’s customer retention strategy. Acting
as a customer advocate, this position serves as a liaison between
© 2013 Demand Metric Research Corporation. All Rights Reserved.

5. How-To Guide
customers and internal teams such as Professional Services,
Technical Support and Product Development).
 VP Sales Enablement – The VP of Sales Enablement has the
overall responsibility for market operations processes, lead
generation activities driven through marketing and marketing
automation/CRM tools and technologies. This VP works most
closely with Demand Generation and Customer Success functions
as well as product marketing and sales to insure skills, knowledge
and sales readiness of sales organization.
 Marketing Operations Manager – Reporting to the Director of
Sales Enablement, the Marketing Operations Manager focuses on
developing, managing and executing operational processes and tasks
in support of lead generation programs. This person has tactical
responsibilities for various marketing projects and is expected to
facilitate and build working relationships with internal support
organizations, including IT, Data Analysis, Marketing and Web
Services.
 Content Marketing Manager – Reporting to the VP Demand
Generation, the Content Marketing Manager is responsible for
marketing content initiatives, both internal and external, across
multiple platforms and formats to drive sales, engagement,
retention, leads and positive customer behavior. This person will be
responsible for all things related to content and channel
optimization, brand consistency, segmentation and localization,
analytics and meaningful measurement. The position collaborates
with the client engagement, sales, marketing and delivery to help
define both the brand story and the customer journey as interpreted
by the customer.
 Media/Community Manager - Reporting to the VP Strategic
Communications, the Media/Community Manager is responsible
for creating and growing social communities across various social
media sites and the blogger community. This person will also
maintain assigned social media and Internet communities and blogs
to generate interaction, brand exposure, and user acquisition. The
position focuses on engaging with current users while helping
educate and promote the company brand and awareness to new
users.
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6. How-To Guide
 Customer Success Manager – Reporting to the VP Customer
Success, the Customer Success Manager is responsible for ensuring
customer adoption of company solutions. The position guides the
customer through stakeholder management, establishing a trusted
advisor role, successful deployment and provides ongoing support
and training to ensure that every customer is a success story.
 Demand Generation Program Manager – Reporting to the VP
Demand Generation, the Demand Generation Program Manager is
responsible for developing demand creation strategy, customer
targets, tactics and metrics to measure success. The Demand
Generation Program Manager will develop strategies for inbound
and outbound campaigns (e.g., webinars, SEM, social, paid search,
content syndication, blog, display, web and email) to generate
demand and increase qualified opportunities. This person drives
the creation of emails and content campaign assets – from content
creation to development with the design, content and product
marketing teams; leverages marketing automation systems to
support campaign, and manages the effectiveness each campaign by
measuring and improving ROI.
 Lead Qualification Specialist – Reporting to the Director of Sales
Enablement, the Lead Qualification Specialist is responsible for
driving market share and qualifying leads that build the pipeline for
the sales organization. The Lead Qualification Specialist will follow
up on web inquiries, pre-qualify leads, and develop leads to the
point of handoff for sales. In addition to inbound inquiries, the
Lead Qualification Specialist performs a prospecting and sales
development function to build a pipeline within targeted accounts
designated by management. The Lead Qualification Specialist
should provide a superior customer/prospect experience that will
set the stage for future product sales for the sales organization.
 Marketing Analyst – Reporting to the Director of Marketing, the
Marketing Analyst is responsible for providing information and
insights regarding customers, markets, competitors, and campaign
effectiveness, to measure performance and support business
decisions. The ideal candidate will have experience planning and
managing various research projects, and be able to work closely with
senior management to interpret findings.
© 2013 Demand Metric Research Corporation. All Rights Reserved.

7. How-To Guide
ACTION PLAN
Download and use the following Demand Metric resources to facilitate the
organizational development of your Modern Marketing Organization:
 Use our Getting Started with Agile Marketing How-To Guide to
help you plan your Agile Marketing Strategy.
 Review our Modern Marketing Department Template to help you
understand what a world class marketing organization looks like.
 Use our Organizational Chart Template help you build a map of
your company's organizational reporting relationships.
 Use our Department Goals Template help you build a map of your
company's organizational reporting relationships.
 Use the Responsibility Assignment Matrix to clarify roles and
responsibilities in cross-functional/departmental projects and
processes.
BOTTOM LINE
Marketing has changed. Now more than ever marketing leaders need to
prove value, implement and manage complex technology, and adapt to the
needs of new buyers. These changes require a new approach to marketing
that focused on revenue growth and alignment between marketing and
sales. The development of a Modern Marketing Organization can lead
the charge into a customer-centric universe.
ABOUT THE RESEARCH ANALYST
.
Clare Price is a Research Director who covers marketing strategy,
strategic communications, sales enablement and marketing
technology. Clare is a former Research Director at Gartner
Group and helped build their Internet Strategies Services with
clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble
and Wells Fargo.
Her specialties include: brand strategy, brand development,
customer acquisition and relationship development, content and
digital marketing strategy and social media marketing.
© 2013 Demand Metric Research Corporation. All Rights Reserved.