The size of your MOP’s team entirely depends on the nature and goals of your organization. Usually, the size of a marketing automation team is relatively smaller than the operations team. While many firms can perform quite well with two or three people, many companies require a large team to manage their initiatives. Mostly, the complexity of the process plays the deciding role, not its size.
Methods to calculate your potential team size
Before we look at various methods to calculate a potential team size, let us go through certain factors you should consider:
- Size of your Marketing team.
- Total number of marketing programs against a specific period.
- Employee size of your organization.
- Total revenue and revenue ratios are allocated for the marketing process.
- The total size of your demand generation operations.
- The complexity of your database.
- SaaS product and its integrations.
- Preference for In-house v/s Agencies.
Two methods used to measure the potential size of your MOPs team are the Rule of Thumb Method and the Use of Production Calculators.
Rule of thumb method
This method will allow you to separate items in the simplest way, either yes or no, in the team calculator.
- Global Team: You will at least require one admin per region to look over the functionalities and train marketers.
- Central Production Team: Appoint at least two members of this team.
- Sales Operations: At least one person would be required to manage the integrations.
- Database Size: Appoint at least one person for a million records in your database.
- Level of Activity: This includes the number of programs run every week, budget & data flow.
- Product Integrations: If you are a SaaS company, each product you connect to the automation platform will require someone to manage it.
- Marketing Data Warehouse: Appoint at least one database admin to run the tools and manage its connections with other systems.
Production calculators
In small business organizations or early-stage startups, a single marketer owns and manages the automation platform. By default, that person is the admin of your MAP. If you plan to set up a central unit, it is essential to understand factors like total workload, hours required per week, etc.
Agency v/s in-house
Different companies have different work processes and objectives. Following are some pros and cons of agency and in-house that will help you decide which of them will better suit your system:
In-house
Benefits
- Entirely focus on your instance
- Avoids “key person” risk
- Is cheaper than an agency
Disadvantages
- It is hard to locate and remove underperforming staff.
- Lesser flexibility than agency
- Staff may not have the right expertise to achieve high-end results.
Agency
Benefits
- Is easily scalable
- Consultants can be swapped if they are underperforming.
- It is easy to find the right expertise for a one-time project.
Disadvantages
- It is hard to build trust as the relationship is initial.
- Will cost a lot more than your in-house team.
In conclusion, determining the ideal size for your MOPs team requires thoughtful analysis of your organization’s dynamics. By considering your specific requirements, workload, and desired expertise, you can make informed decisions that align with your business goals.
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