Hoover's marketing team responds to analytics
Team size: 30
What's new : Hoover's arranges marketing team driven by data
B-to-b information provider Hoover's has used end-to-end metrics to align its marketing department to help drive sales. The company's marketing structure has seven teams that report to James Rogers, VP of marketing, who in turn reports to the company president, Hyune Hand.
"We've largely aligned the marketing structure with the sales channel," said Rogers. "What has driven a lot of this is that we have metrics to trace our goals end-to-end."
Directors of account services, e-commerce, ad sales, acquisition, corporate marketing, product marketing and channel marketing all report to Rogers. Although not a direct report, Rogers also works with a marketing operations manager who supports the directors and keeps track of data.
"Five years ago, we didn't have the ability to track these results and the ROI," said
Rogers. "At practically all the large marketing organizations, it used to be more of an art than a science. In some cases, it hasn't been defined yet. In some, it [the operations manager] is within marketing, and in some, it is within an operations team that is assigned to the marketing organization."