A marketing department needs a clear mission before the roles are added.
Podcast: Derome, on building a marketing department
Hear Ulf and Evelina from Derome talk about how they worked to build up their own marketing department.
Short summary
The most important thing to take with you
Responsibilities between market, sales and external specialists should be documented.
Measurement and common priorities make the function easier to scale.
From need to structure
In the episode, Derome talks about the journey to build a marketing department that can support the business more systematically. It is about roles, working methods, priorities and about creating a better connection between market and sales.
Building for the long term
A strong market function needs both strategic direction and operational power. When processes, follow-up and responsibility become clearer, it also becomes easier to scale the work across several business areas.
HERE's role in the work
HERE's perspective in collaborations like this is to make digital marketing comprehensible, measurable and possible to drive further internally. The goal is not just campaigns, but a way of working that lasts over time.
This reduces dependence on individuals
Documented processes, joint dashboards and recurring priority meetings ensure that knowledge does not get stuck with one person or supplier. External specialists can then contribute with cutting-edge expertise while the internal organization retains ownership of goals, data and decisions.
In depth
Sources and related reading
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