Every software company, whether it is product-based, offers software development services, or perhaps a combination of both, comes to a point when the team realises that growth can no longer happen organically but requires the scaling up of marketing efforts.

The reasons are various, but the advantages are the same; free up the people who are currently focusing on marketing, to allow them to focus instead on what they do best. And bring in specialists within a team focused on growth.

Initially it is unlikely that a fully-fledged team is assembled. Rather, a Marketing Executive or a Business Development Executive will likely be brought in to set up the lead-to-revenue processes involving the necessary systems and procedures. The selected person would likely have had experience in a similar situation or has the potential to manage the new team when this is eventually assembled.

At this stage it is likely that services such as those provided by a Graphic Designer and a Content Writer would be acquired as freelance services. However eventually, depending on the workload, it could become feasible to have these roles in-house in the marketing team.

The next stage of growth would likely involve separating the marketing and sales functions in the lead-to-revenue process, without creating unnecessary silos. Hopefully by now, the Marketing or Business Development Executive would have grown in the role and be ready for added responsibilities related to managing a team.

On the marketing side, a Digital Marketing Executive would be recruited to focus on creating and tracking campaigns to add leads to the top of the funnel. Skills for this role include knowledge of search engine and social media marketing and experience in marketing automation.

On the sales side of things, an Inside Sales Executive can be brought in to follow up the leads generated by Marketing and to nurture these leads up to closing the sale.

At the next stage of growth, each of the roles can further be split up to deal with the growth which hopefully the company is now facing. New specialised roles, such as those related to PR, Research, and other marketing functions, are likely to be added to support the Marketing Manager/Director/CMO.

At the tactical level, the Digital Marketing team will focus on specific tools. An SEO Executive, PPC Executive, Social Media Executive, Email Marketing Executive will likely be the next recruits.

On the sales front, it is likely that the team is increased to be able to handle a growing workload. The newly promoted Sales Manager/Director will likely be managing a team of Strategic Account Executives that will be organised geographically or specialised in particular products being offered by the company.