The Cost of Running a Marketing Automation Team

Today, marketing automation is on the tip of every marketer’s tongue, it is one of the most powerful tools in any B2B marketer’s toolbox. Compared to traditional marketing strategies like direct mail, print advertising, or trade shows, email marketing costs less and drives a higher return. We’ve also seen the massive ROI returns that the powerful platforms like Marketo can yield. Many of those figures are based solely on the investment in the software – but what does it take to really run a bleeding edge digital marketing team? A team well versed in content, messaging, inbound, outbound, strategy, data, CRM… the list goes on and on. A quick Google search on the topic literally yields ZERO helpful results. We at LeadMD manage many aspects of the marketing operations and strategy processes for our clients so we see first hand all of the marketing skill sets it takes to form marketing Voltron. This infographic illustrates those high demand competencies and the costs associated with them. How does your team stack up?

View the full infographic in a new window here.


  1. JoeV on April 25, 2014 at 7:14 pm

    Kind fluffy material with a misleading title. As a marketo fanboy, I would have expected more hoped for real insight. Justin, what is the cost of running a marketing automation team? It is better to hire in house or externally? what are you trying to say here?

  2. MaryFirme on April 25, 2014 at 10:24 pm

    Justin, as you and I have talked about this at length, I have to agree with Joe V – just answer the question. So many of us in the marketo world have been knee-capped for resources with the whole “It’s so easy!” message, but relative to what? It’s certainly easy to measure lead score if you’ve configued everything properly, done your personas, mapped your funnel stages and have 150 pieces of content for each. Then you can easily create programs to deliver and control the journey. It’s just that each of those items takes not just the expertise, but the time.

    So, how many marketers (in people or hours) are needed to run Marketo and deliver on all this “easy” promise?

  3. Justin Gray Justin Gray on April 29, 2014 at 2:22 am

    So certainly in defense of this content the number one question we get is ‘What skill-sets does it take to run a “best practices” marketing dept?’, so that’s what we’ve chosen to answer here. Now, I think we all know that when we hire employees we all look to get the most “bang for our buck” meaning a well rounded individual saves us money, eliminates noise and increases efficiency. The most efficient marketing department is that of the ‘many hats’ marketer who doesn’t have to cut through red tape because there isn’t any, avoids communications problems because they’re self contained and also… no scalability. It’s the same reason most small businesses remain small. To create 10MM in revenue is completely different than creating 100MM and that difference resides in people and systems. So, we can answer the question in different ways – what does it take to run a marketing dept – or what does it take to ensure it scales? The skill-sets everyone needs are clearly outlined here and there’s not one I would forfeit. Now, starting out can you get by with one unicorn marketer? Yes, I’ve seen it done time and time again. Look at most early stage tech companies and you’ll likely find a catalyst of immense skill and passion – but there is always a point where the company outgrows that model and that is the point of failure for many teams. What we are saying here is this – these are the skill-sets you need to make modern marketing work and become a predictive revenue machine. As the org grows you will need to fill those positions with more and more people. Is it better to outsource or hire internally? I can tell you that skilled marketers are not easy to find so if you can hunt down a unicorn, hold onto them. However, if you want the largest return on investment I would outsource portions of this regardless of size simply because the sum is worth more than the parts. As with many marketing questions, the answer is a mix of hire and outsource, software and brute force. Even more complex however is the fact that the question misses the mark. We don’t want to “run Marketo’ or even a marketing automation team – we want to generate revenue and have repeatable conversations with our buyers so the question is completely dependent on the specific goals of the business asking them. If one thing is certain, it’s that most businesses are asking the wrong questions.

    • JoeV on May 8, 2014 at 4:36 pm

      So Justin, you have a lot to say here that almost accounts for another blog post. if this is how you recommend to your clients how to write content, Ill bet your probably seeing a great deal of opens, maybe clicks but few conversions. TRUST is the currency of marketers. I recommend changing the title of this post, adding your large block comment and bam! You’ve got yourself a pretty good post. Seriously, marketo has a great content gen group… worth checking out. Happy to help review your future posts if you’d like.

      • Justin Gray Justin Gray on May 8, 2014 at 5:12 pm

        Well this is a treat. A comment about “trust” via a profile using an avatar comprised of the face of the ‘Average Modern Actor’. Seems appropriate. It’s obvious that we don’t agree on this point so there’s no use belaboring it. I appreciate the offer to review our content and moreover, the “first one’s free” approach you’ve taken here. I would also be happy to respond in kind Joe – please shoot me the link to ICG’s site – it seems hard to locate via the searches I’ve attempted.

        • JoeV on May 9, 2014 at 11:27 am

          Well, I’m not the one pushing a service to marketers. I’d suggest calming down a bit. I read a number of your other posts and enjoy/share them… this one was a total whiff. You never actually provided value here.

          BTW, Here’s my email address; ventinejoe64 at yahoo . com. Shoot me a note… happy to exchange with another marketing snob.

          “…the “first one’s free” approach you’ve taken here…” I’m not interested in your providing you services…only improve the marketing’s ability to generate more revenue.

          Glad you like our work Justin. We also launched on in honor of women: Based on feedback we’re revising.

          When you use your browser and type in ICG, you have to scroll down a bit 😉 International Cinematographers Guild – — while I”m not a cinematographer, there are some AWESOME people we get to meet behind the scenes (pun intended). See you on the boards.

        • JoeV on May 16, 2014 at 11:08 pm

          So you going to post my last reply, or just want people to believe ‘you got me’?

Leave a Comment

Want more? Here's some related content

How to Build Your Alliances Team

All About Alliances: How to Build a World-Class Partner Program

Introduction Last month we started our partner marketing theme which will wrap up this month....
Dolla Bills Baby: Making It Rain with Marketo's RTP

How to Use Marketo’s Web Personalization Tool to Generate Revenue

What is Marketo's Web Personalization Tool? If you already know this, skip to the next...
MKTP Attribution Part I

Marketing Attribution – How It’s Done in Salesforce: Part I of III

Marketing attribution is like going to the gym. You scroll through social media and see...
Partner Webinar Template

Download: Partner Webinar Template

So, You Wanna Host a Partner Webinar Working with partners to ideate, execute and promote...
Marketing Attribution Strategy

Marketing Attribution: How Can It Improve Your Marketing Strategy?

The BIG Marketing Question Every marketing department needs to understand what's working and what's not....
Bad CMOs Red Flags

Bad CMOs Say These 3 Things

The Technology Disconnect When LeadMD started (way back in 2009), the marketing automation world was...

Marketing Strategy Lies: Four Myths That Keep Companies from Growing

What is marketing strategy? People love to talk about strategy. Marketing executives especially love to...
Burning Marketing Budget on MarTech without Strategy

MarTech Mishaps: How to Actually Get Value from Your MarTech Investment

Modern MarTech Fatigue In his article, originally published on, our CEO, Justin Gray, provides...