Why Structure Matters in Hypergrowth Marketing

In the whirlwind environment of hypergrowth, where the pace of change can be breathtaking, structuring your marketing team is paramount to maintaining momentum. A survey by McKinsey highlights that 67% of organizations struggle with complexity and inefficiency, often due to poorly defined roles and structures. This can slow decision-making and reduce overall effectiveness. In hypergrowth, ambitious goals bring a surge in tasks, requiring a team structure that reflects these demands. For instance, increasing content output necessitates more content creators and strategists, while a new product launch might call for a dedicated product marketing manager. Overburdening current team members can lead to burnout and turnover, a reality I have witnessed firsthand.

Mark Roberge, co-founder of Stage 2 Capital, advises founders to develop a five-year scale plan, analyzing realistic inputs to make strategic decisions regarding team size and roles. Talent is a resource, and without the necessary support, achieving goals can become an uphill battle.

Marketing Hiring Plan Template

Elad Gil, an entrepreneur, notes that hypergrowth teams should consider restructuring every 6–9 months to align with business growth. As team complexity increases, implementing the right organizational design can support sustained 3x growth. This template outlines three key phases to expand a marketing team to 25 members: Foundation, Specialization, and Scale. Each phase is aligned with revenue milestones and hiring priorities.

Phase 1: Foundation (5–10 People)

At the foundational stage, when a company hits $5–15M in annual recurring revenue (ARR) and has over 100 customers, it’s crucial to establish core marketing functions. This stage involves hiring versatile generalists who can adapt to different roles. Key roles include:

• VP or Director of Marketing: This leader steers strategy, manages early hires, and aligns the team with business goals.
• Content Marketing Manager: Oversees content creation and SEO, focusing on various content types.
• Demand Generation Manager: Drives acquisition and pipeline generation.
• Graphic Designer: Crafts visual content for various platforms.
• Paid Media Specialist: Manages advertising and paid social efforts.

Optionally, you may consider roles like a Marketing Operations Manager, Product Marketing Manager, or Event Marketing Manager, depending on your business needs. During this phase, a flat structure with direct reporting to the marketing leader helps streamline decision-making and collaboration.

Phase 2: Specialization (11–17 People)

When a company surpasses $15M ARR and has over 500 customers, it enters a competitive market that demands more sophisticated marketing efforts. This phase introduces specialization and management layers, focusing on departmental or channel ownership. New roles might include:

• Director of Demand Generation: Oversees paid and inbound efforts, enhancing conversion and sales.
• SEO Specialist: Provides advanced knowledge for improved visibility and site performance.
• Email Marketing Manager: Manages lead nurturing and lifecycle campaigns.
• Social Media Manager: Handles your brand’s presence and engagement on social platforms.
• Videographer or Video Marketing Manager: Develops video content strategies.

At this stage, a hybrid or remote structure can be considered, leveraging established processes and documentation to support team members across locations.

Phase 3: Scale (18–25 People)

In the final phase, as the company reaches $40–100M ARR and 1,000+ customers, the team is structured to support global operations. New roles to consider include:

• Director of Product Marketing: Guides go-to-market strategy and enablement.
• Director of Brand or Creative: Leads brand storytelling and visual identity.
• Account-based Marketing (ABM) Manager: Focuses on key segments or accounts.
• Conversion Rate Optimization (CRO) Manager: Enhances on-site and funnel conversion rates.

At this stage, two layers of leadership emerge, with directors overseeing managers and clearly defined areas such as brand, demand generation, and product marketing.

How to Prioritize Roles

Determining which roles to prioritize involves evaluating the revenue impact potential, identifying skill gaps, addressing underperforming channels, and aligning with long-term strategic initiatives. Consider where operational support is needed most and hire accordingly.

FAQs about Scaling a Marketing Team in Hypergrowth

Creating a marketing team that can expand with ease involves careful strategizing and ongoing adjustments. Initially, it’s essential to identify the core competencies required for effective marketing within your industry. This means evaluating the skills and expertise each team member should possess and considering how these will evolve as the company grows.

Next, establish clear, scalable processes that can be enhanced or modified as needs change. These might include efficient communication channels, data-driven decision-making systems, and adaptable campaign strategies. Moreover, fostering a culture that encourages continuous learning and flexibility will ensure the team remains agile and responsive to the shifting demands of the market. Regular reviews of the team’s objectives, methods, and tools will help in making informed adjustments, thus enabling the team not just to respond to growth but to actively fuel it.

By consistently revisiting and refining this framework, your marketing team becomes a dynamic force, capable of meeting both current needs and future challenges effectively.