What’s the Ideal Team Structure for Demand Generation?
Organize around outcomes: Create demand, Capture intent, and Convert to revenue—enabled by RevOps. Start small, scale with pods, and govern with clear SLAs.
A high-performing demand gen org centers on four pillars: Strategy & Content (narrative, themes, offers), Growth & Media (paid social/search, CRO), Lifecycle & ABM (email, nurture, chat, SDR alignment), and RevOps & Analytics (data, tooling, attribution, SLAs). Staff a Head of Demand over cross-functional pods aligned to segments (SMB/Velocity, Mid-Market, Enterprise/ABM) with shared Creative and Ops.
Core Roles & Pods
How to Structure the Team (By Stage & Scale)
Starter (5–7 FTE): Head of Demand, Content Strategist, Growth Marketer (paid/CRO), Lifecycle Marketer, RevOps Manager, shared Designer, 1–2 SDRs. Use agencies for overflow creative/media.
Scale (8–15 FTE): Add Channel Specialists (Paid Social, Search/SEO), ABM Manager, Marketing Analyst, Event/Partner Manager, and a Creative Lead. Form pods by segment: Velocity, Mid-Market, Enterprise/ABM—each with content+growth+lifecycle; Ops/Creative remain centralized.
Enterprise (>15 FTE): Stand up a Center of Excellence (Ops, Data Science, Brand/Creative) serving region/BU pods. Introduce Offer Managers for key products, plus Field Marketing for regions.
90-Day Team Stand-Up Playbook
- Days 1–15: Define targets (pipeline, ARR), ICP, stage/exit criteria, routing, and SDR SLAs. Publish an org charter and scorecard.
- Days 16–45: Staff critical roles, finalize pods, assign owners for themes/offers. Stand up dashboards and daily speed-to-lead alerts.
- Days 46–75: Launch two integrated campaigns per pod (create→capture→convert). Start weekly experiment reviews and blameless postmortems.
- Days 76–90: Rebalance budgets to top-yield sources, tune scoring/thresholds, and lock QBR cadence with Sales & CS leadership.
Frequently Asked Questions
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