An enterprise marketing team knows how to navigate the challenges of working in a large company.
They are great at balancing many stakeholders, global teams, segmented audiences, and a big tech stack.
In this guide, we’ll show you how to structure a modern enterprise marketing team that reflects your business priorities.
Drawing from Webstacks’ experience working with enterprise-scale organizations such as ServiceTitan and Snowflake, we’ll explore team models, key roles, and the principles that set high-performing teams apart.
Why Enterprise Marketing Teams Need a Different Structure
Enterprise organizations face a level of marketing complexity that smaller businesses simply don’t.
They juggle multiple product lines, serve both technical and non-technical buyers, operate across regions, and comply with strict regulatory requirements.
On top of that, internal teams are typically siloed, making alignment and execution a constant challenge.
The stakes are higher, too.
A misaligned go-to-market motion can impact millions in the pipeline. A sluggish web team can delay launches by months. A lack of ownership over martech tools can grind campaigns to a halt.
That’s why enterprise marketing teams require a different structure built for speed and autonomy.
At Webstacks, we’ve witnessed the way outdated team models create bottlenecks that stifle performance. Instead, we advocate for modular team structures, where responsibilities are clearly defined but collaboration is fluid.
When paired with a composable web system, like the ones we build using atomic web design, marketing teams gain the ability to launch quickly across business units and geographies.
In short, structure becomes a growth lever, not a constraint.
Key Roles in a High-Performing Enterprise Marketing Team
The most effective enterprise marketing teams are built to support cross-functional collaboration, fast experimentation, and clear ownership.
Below, we break down the essential roles every enterprise marketing org should consider.
1. Marketing Leadership
Titles: Chief Marketing Officer (CMO), VP of Marketing
These leaders are responsible for setting strategic direction and aligning marketing initiatives with broader business goals. Their job is to define priorities, secure the budget, and unify cross-functional teams under a shared vision.
2. Growth and Demand Generation
Titles: Director of Demand Gen, Growth Marketing Manager, Paid Media Lead
This team owns pipeline creation. They design and execute multi-channel acquisition strategies across paid, organic, ABM, and lifecycle channels.
Learn more about growth: The Best Startup Website Growth Strategies
3. Content and SEO
Titles: Head of Content, SEO Manager, Content Strategist
Responsible for driving organic visibility and delivering content that informs, converts, and scales. This team also ensures brand consistency and SEO performance, and might also work on content modeling.
4. Product and Solutions Marketing
Titles: Product Marketing Manager (PMM), Solutions Marketing Lead
PMMs serve as the bridge between product and go-to-market. They focus on positioning, messaging, and competitive differentiation.
For example, a PMM preps a GTM launch for a new feature suite. They align with sales to create battle cards and collaborate with content teams to write persona-driven copy.
5. Web and Digital Experience
Titles: Web Marketing Manager, Digital UX Lead
This team owns the company’s most important digital asset: the website. They focus on web performance, personalization, and continuous optimization.
6. Marketing Operations and RevOps
Titles: Marketing Operations Manager, RevOps Analyst
Ops teams build and maintain systems such as CRMs, attribution, lead routing, and reporting.
7. Localization and Regional Marketing
Titles: Regional Marketing Lead, Localization Manager
Global enterprises need to adapt campaigns for local markets. This team makes sure that messaging resonates across languages and cultures.
How to Use Modular Collaboration in Your Enterprise Marketing Team
In many enterprise environments, traditional marketing teams are organized in silos.
While this might work on paper, it creates many issues in practice. Campaigns get delayed due to poor communication, and teams forget to share important information with one another.
Modular collaboration offers a better alternative. It structures teams so that each has a clear function. But they’re designed to integrate.
For example:
- Growth and content teams should co-own campaign strategy, working in sprints.
- Product marketing should feed directly into both sales enablement and demand gen.
- Web and operations teams should collaborate on performance tracking and tech integration.
This philosophy mirrors how Webstacks approaches enterprise websites.
We don’t design bloated systems that handcuff marketers. Instead, we build reusable components such as CTAs, content blocks, hero sections, forms, so teams can create new pages without relying heavily on developers. And we also support in-house engineers when needed.
How to Organize Around Strategic Functions vs Channels
Too often, enterprise marketing teams are built around channels such as email, SEO, paid media, and social.
While this made sense in the early days of digital marketing, it no longer supports the complexity of today’s enterprise strategies.
Instead, top-performing organizations are shifting toward team structures based on strategic functions such as demand generation, lifecycle marketing, brand, and customer experience.
This shift allows teams to align around shared goals and KPIs, rather than operate in silos. For example:
- A demand generation function might include paid media specialists, SEO leads, and email marketers working toward pipeline targets.
- A brand and content function might unify copywriters, designers, and video producers to craft storytelling across formats.
- A customer lifecycle function might span customer marketing, product education, and success enablement.
This approach also supports regional expansion and organizational complexity.
Enterprises often need to run the same campaign across multiple geographies or buyer types. Organizing around functions with clear cross-channel and cross-regional coordination helps scale without duplication or misalignment.
Some teams even implement matrix-style structures, combining function-based leadership with regional or segment-specific roles.
For example, a regional marketing lead in APAC might work closely with global content, ops, and product marketing to localize and execute integrated campaigns.
When and How to Evolve Your Marketing Org
Even the best team structure won’t last forever. As your enterprise grows through new product lines, markets, or customer segments, your marketing organization must evolve alongside it.
But how do you know when it’s time to rethink your structure?
Here are a few signs:
- Campaigns are consistently delayed due to unclear ownership or cross-functional friction.
- Marketing ops struggles to support new initiatives, with tools and data spread across platforms.
- Sales complains about a lack of enablement, or that messaging doesn’t align with customer pain points.
- Your website is a bottleneck, with basic changes requiring dev support or weeks of lead time.
If your team can't move fast or connect marketing to outcomes, it’s time to evolve.
Here’s how to approach that evolution:
- Audit your org model against your business goals. Are you structured to grow pipeline? Expand internationally? Launch new products?
- Identify where your team is reactive instead of proactive. That’s often where headcount, tooling, or process needs to shift.
- Start by hiring or repositioning for impact. For early-stage enterprise teams, hire generalists. As you scale, bring in specialists for content ops, localization, RevOps, or channel execution.
- Build in marketing operations early. Without a strong ops foundation, your team will hit walls with attribution, tech integration, and campaign velocity.
- Align structure with your tech stack. If you're using a headless CMS, modular design system, and localization tools (like many Webstacks clients), your team should reflect that agility and control.
Examples of Enterprise Marketing Transformations
Webstacks has helped leading organizations rebuild their websites to drive growth at scale.
Justworks
Justworks partnered with Webstacks to revamp their website infrastructure and speed up marketing execution. With a new modular design system and a refactored headless CMS, the marketing team gained more autonomy to create and update content without heavy reliance on developers. This made it easier to support campaigns and product launches on a faster timeline.
ServiceTitan
ServiceTitan's initial website suffered from inconsistent branding and slow load times due to limitations with HubSpot CMS.
Webstacks transitioned them to a modern tech stack using Gatsby and Contentful, which improved site speed and design consistency. The partnership expanded to include content production scaling and support for ServiceTitan's subsidiaries, Aspire and FieldRoutes, for a cohesive digital presence across all brands.
Snowflake
Snowflake aimed to revamp its educational microsite, Snowflake University, which previously felt disjointed from the main marketing site.
Webstacks delivered a fresh design and high-performance front-end solution, integrating all educational content into a unified microsite. The overhaul improved brand consistency and user experience, resulting in a 900% increase in organic traffic and over 150 new organic keywords ranking since launch.
Future-Proof Your Enterprise Marketing Team
The way you structure your enterprise marketing team can either accelerate your growth or hold it back.
Traditional models built around channels and rigid hierarchies no longer deliver. High-performing enterprise teams are modular, cross-functional, and aligned around strategic outcomes.
By defining clear roles and organizing around functions instead of silos, your marketing org can scale with confidence.
At Webstacks, we don’t just help companies redesign their websites. We help them rethink how marketing and web operations work together. Our modular design approach, headless CMS expertise, and strategic guidance give enterprise teams the control and scale they need to grow. Contact us to learn more about how we can support you.
