What does a fully-functioning go-to-market org look like?
2 min read

What does a fully-functioning go-to-market org look like?

Go-to market organizations typically have the following four sub-teams. Here's some things to keep in mind for each.

  1. Sales
  2. Support
  3. Marketing
  4. Comms/PR

1.  Sales

  • This team will often have SDR's (sales development reps) who pound the pavement with outbound, sales reps, and account managers (for once the sale is made)
  • Over time: you may want to vertical-ize (retail, sass) and/or have people focus on tiers (enterprise, SMB's), you can also have product specialists as a full time role or as a part of someone's role
  • Sometimes this org also houses: business development, partnerships

2. Support

  • This team will have people actively doing ticket and those doing the scaled work that supports them (tooling, management, documentation, etc.)
  • Over time: you may want to have product specialists and/or dedicated agents for top users (this can be a career path opportunity into sales or account management)
  • Sometimes this org also houses: education/documentation, field/integration teams

3. Marketing

  • This team has a lot of potential directions. The main differentiator for the marketing org is that they think company:many where sales and support teams are mostly 1:1. Here's an overview of the potential sub-teams:
  • Brand: look and feel of the company (works closely with design and comms), maybe writing (editorial and copy)
  • Product: launches and campaigns for new products and features, messaging across the portfolio, think in end-to-end flows for users throughout their life
  • Community: social, programs, events
  • Growth: website, acquisition (ads), lifecycle (email, nurture campaigns, etc.)

4. Comms/PR

  • In my experience, companies are either comms-led or marketing-led, and that should be made explicit. Otherwise, it's really confusing (and tense!) around messaging.
  • This team will typically have some combination of brand comms, product comms, and internal comms. Some comms teams are naturally more reactive or proactive.
  • Comms teams typically need a process or person for crisis comms (when PR shit hits the fam) and executive comms (to make sure company execs represent themselves and the company well) too.

Here's a rough sketch of the org chart with an emphasis on marketing (since it's often the sprawliest of the gtm orgs)