Twitter Facebook LinkedIn Flipboard 0 Rounding out my series on outbound lead generation team reporting structures, in this post I will examine what it looks like when lead gen reports to marketing. Structure 3: In this reporting structure the lead generation team manager reports to the VP of marketing, and the lead generation representatives report directly to the lead generation team manager. In this reporting structure the lead generation team manager reports to the VP of marketing, and the lead generation representatives report directly to the lead generation team manager. This reporting structure is very similar to Structure 1, except rather than reporting to sales the lead gen team reports up to marketing. While there is a clear distinction between structure and goals, this organizational structure would make sense for organizations in which marketing is accountable for a larger share of the total pipeline. This structure is closely aligned with marketing, and is most conducive to collaboration between the lead generation team and the marketing team. As a result, this is a great way to bridge the gap between sales and marketing. This approach is typically more effective when dealing with a higher volume of lower value opportunities, because those typically require less coordination in the hand-off of qualified leads from marketing to sales. However, it’s imperative when utilizing this approach that you be absolutely clear on what the role of the team is. It is easy to fall into the trap of using a trained lead gen team as an engine to drive traffic to events and webinars. That’s not a bad thing as long as they are leveraging those events as tools to get into new accounts — and not just driving traffic. While the image above for Structure 3 does not show dotted-line management to the sales reps, you could add that to this structure in order to improve collaboration between the lead generation team and the sales reps that they are supporting. To recap, here are the previous posts in the series: Introduction: Should Outbound Lead Generation Teams Report to Marketing or Sales? Structure #1: The Lead Gen Team Manager Reports to the VP of Sales Structure #2: Lead Gen Reps Report Directly to the Sales Manager(s) Which structure is your organization utilizing? Are there any alternative structures I’ve left out? Sign-up for our Free Weekly Newsletter to get the best new ideas for building technology companies. Twitter Tweet Facebook Share Email This article originally appeared on OpenView Blog and has been republished with permission.Find out how to syndicate your content with B2C Author: Connor Brooke Connor is a Scottish financial expert, specialising in wealth management and equity investing. Based in Glasgow, Connor writes full-time for a wide selection of financial websites, whilst also providing startup consulting to small businesses. Holding a Bachelor’s degree in Finance, and a Master’s degree in Investment Fund Management, Connor has … View full profile ›More by this author:ACH Crypto Price Prediction 2022 – Is it a Buy?Lucky Block Partners with Dillian Whyte ahead of Heavyweight Showdown with Tyson FuryNFT Pixel Art – The Best NFT Collections for 2022