Your Marketing Organized

One of the most difficult tasks for small business owners, when it comes to marketing, is organization. Until you start to look at marketing as one of the core systems in your business it will always feel like a disjointed and disconnected thing that you know you must do when you can get around to it. And that’s no way to build momentum.

I find that it’s helpful for many people to look at marketing in the traditional org chart fashion. See, here’s the deal, even if it’s just you and Louie, he does this, you do that, you need an org chart for your business. Here’s why. No matter how many actual people you have in your organization, your business has many functions, it’s just that they are being done – or not being done – by just you and Louie.

By creating an organization chart, and acknowledging all the functions, you stand a far greater chance of developing individual systems and strategies to make sure the work in each area is organized and done. Not to mention the fact that you are laying the foundation for growth if and when you have bodies to put in more of the boxes on your chart.

To keep you org chart simple for now I like to start with the top as Marketing, Money and Management or Marketing, Finance and Operations.

For the purpose of this post I’ve created what I think is the ideal Marketing organization in the graphic below. (This is a smartart graphic that new versions of MS Office can create and save as an image – click on the graphic to see full size and feel free to borrow for your organization.)

If you can begin to realize that your company’s marketing system does indeed need to perform all of the functions listed above, you can more easily grasp how to create processes that assure you are accurately moving each and every customer logically along the path to becoming a hyper-satisfied referral machine.

And that’s the way to build marketing momentum!


Financial Management, org chart

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  1. Very nicely organized John. As you know I am a systems guy and a straightforward,easy to understand chart like this is a great strategy and tool. To simple for some, but that I believe is the beauty of it.

    I have taken a similar list and just tried using it in my last presentation. It goes a step further or backwards which ever you may decide. But instead of a linear list like this, I have made more of a Mindmap or spoke type diagram. This way I use linking connections and over lay my “web” on top of it.

    My categories were formed from this new software package I have called Marketing Plan Pro Powered by someone….

    P.S. I think this linear chart is easier to understand and may use it to introduce my circular chart.

  2. Hey John, I love this post. I think it might be my favorite yet. I use a very similar tool with my clients which I call a tactical based org chart. I use it to help them get clarity around all types of organizational chaos. I like to take it one step further. The next step is to take your boxes and to add tasks with due dates to each one of them and then assign a name to each one holding a person accountable. It works! Love being on the same wavelength with you. When can we do a project together?

  3. @Angie and @Matthew – since I know both of you are long time readers it means a bunch when you call a post a favorite – thanks – now go StumbleIt!

  4. Interesting idea. I’ve tried similar charts in the past, but they end up being bubble graphs or concept webs and nobody can really make sense out of it lol.

    Do you find this chart actually helps you personally?

  5. Yeah…I don’t know if I am smart enough to Stumble. I went to Stumble and signed-up and then clicked on button about this great site.

    I think this is right…

  6. @Christian – yes I do find this helps explain the necessary functions that every small business should have. In some cases they never even think about things like strategy or community, but they should and putting like this helps them start thinking about ways they could build those processes into their marketing.

  7. I have to take issue with your basic premise. It is my opinion that Strategy is at the center of ALL business operations, not just the three you’ve connected to it in your chart. I am mystified that in your chart advertising, public relations, sales, and other key strategic elements are separated from strategy. In my article on marketing strategy
    ( ) you’ll see that I graph strategy as the center from which ALL business decisions spring. I advise my clients that strategy should be the basis of every business element. So while I agree that a graph can help clarify marketing concepts, I respectfully disagree about the content of the graph itself.

  8. I must differ with you on the nature of your graph. It is my opinion that every element of business should spring from strategy, not just the three you have connected to it in your chart. Advertising, PR, Sales, in fact, every part of a business must be guided by underlying strategy. Therefore, while I agree that creating a graph to help visualize marketing concepts can be helpful, I respectfully disagree with your separation of strategy for any element in the business planning process.

  9. Great thoughts John,
    I love charts as they really help me see things in context. The idea of creating an org chart for functional areas is really good. Simple yet effective.
    As a small business owner it is really easy to keep doing a bunch of tasks , get caught up in the day to day hussle and bustle, and never get any thing strategic completed.

  10. I like the premise of your chart, and I think I would probably break it down even more into who does what kind of marketing material. Who’s in charge of postcards, the Web site, the trade show materials, etc. I think the chart would be a great visual to glance at to know right away who’s in charge of what.

  11. Charts really explain things in a logical way. I like the way you start with the marketing, lead, conversion and customer service. I so often get stuck on the first one that I loose the 3 others. As for the rest that is a work in progress. Thanks Kweezel

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