#general

Happy to share how we’re structured, but I don't think there is one optimal way (would be awesome if there was ). It really depends on your company’s stage and priorities.

At earlier-stage companies, customer marketing often leans heavily into advocacy because it aligns closely with building brand and demand. But as companies mature and new logo growth slows, there’s usually a bigger need to invest in onboarding and adoption marketing to drive retention and expansion.

Another major factor is whether there’s buy-in on shared OKRs across functions. For example, onboarding and adoption success can’t sit solely with customer marketing—it requires tight alignment (and resourcing) from CS, Product, and Marketing. We’re lucky to have two dedicated team members in CS focused on the customer journey and experience at scale, which makes cross-functional execution much more realistic.

So, the optimal structure really depends on the org, company culture, etc. I’d start by aligning team roles to your company’s biggest initiatives—and making sure you have cross-functional accountability to support them.

@Ciana Abdollahian thank you! Yeah really struggling with what makes sense. Our program is an absolute BEAST in terms of what we are covering (by we I mean me and a some field marketers 🫠) and it definitely needs to be divided into a couple roles, or some initiatives deprioritized. I'm lucky that I have great buyin from other teams but everyone has so little bandwidth.

We're advocacy heavy.... but also customer program heavy

@Meg O'Hearn I feel you!!! I'll send you a slide of the roles on my team and what each role covers/is responsible for in case it gives you some inspo!! I just need to update it 😃

Thank you! 🙌

@Ciana Abdollahian can you please share that slide with me as well?

Yes @Megan Ferenz! Sent via DM

It is an awesome slide! It was really helpful for giving my team a "future state" to work towards. ✨

Love to hear it @Meg O'Hearn!!