Many small business owners and managers have a problem visualizing their marketing plan. They know their marketing efforts need to be organized, but they just aren’t sure how to do it. Many business owners do know how to create an organizational chart though, and there’s nothing that says you can’t make an org chart for your marketing efforts. Org charts aren’t just for organizing people anymore.
It can be helpful to see who’s doing what in your marketing department and even if you leave out the “whom,” it can still be helpful to see what marketing efforts have yet to be covered. You might even see where you or your marketing team is lacking in expertise and find you need to hire a consultant to work only on your direct mail program or a part-time associate to take over the Web site.
How to Create the Marketing Org Chart
How you organize your org chart is completely up to you and your needs, but I’ll provide you with a sample. I’d start at the top level with “Marketing” and work your way down, based on how you can split your marketing efforts. Perhaps you have a “Lead Generation” component that requires its own efforts, such as “advertising” and “referrals.” You could also include a “Marketing Materials” heading, which lists all the materials you need to create for your marketing plan, including a Web site, brochures, flyers, posters, billboards, etc.
Marketing Lead Generation Marketing Materials Customer Service Phone Greeting Brochures Posters Referrals Advertising Community Efforts
You can add as many subcategories as you need, and later fill in the boxes with more details, such as dates that brochures need to be printed or mailed; details on the type of referral program you want to incorporate; and you could even write in your phone greeting that will maximize customer service. Basically, your marketing org chart just outlines what you need to do and you can organize your marketing efforts in order of importance from the top to the bottom. Here are some suggestions for what to include:
Strategic Marketing
Market research
Partnerships
Business development
Channel marketing
Online Marketing
Web site
Blogs
Forums
Social media
Web traffic development
Product Marketing
Product planning
Product management
Product pricing
Product packaging
Product launch
Again, these are only suggestions – you can include whatever categories you need. There’s no right or wrong way to create a marketing org chart, as long as it gives you a clear picture of your marketing efforts.
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