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Chapter 5
Marketing Team
The Visionary
The visionary is the owner and driver of the content strategy. He/she is usually the top ranking
marketing person with a direct reporting relationship to the C-suite. This person must be very
closely aligned to the strategic goals and values of the business. The visionary’s most critical
responsibility is to sell the content strategy to the C-suite for approval and funding.
Additional responsibility is to be the driver of the strategy using internal and / or external
resources to implement it. This person has ultimate responsibility, authority and accountability
for the organization’s content strategy including building the team to execute the strategy.
The Project Manager
Once the content strategy is clearly defined, the project manager’s responsibility is to identify
the content elements that need to be produced from A to Z. This person’s primary role is
execution. He/she assembles the team to execute the vision of the content strategy.
Reporting to the visionary, the project manager should develop a tactical execution plan,
identify the resources needed that may include internal and external resources and develop the
roadmap to execute the plan. One of the most important skills this person should possess is
project management. Someone with PMP credentials with no previous marketing experience
could serve a valuable role in the new marketing department.
The Story Teller
The story teller reports to the project manager and is primarily responsible for the creation of
the story, at least in draft form. This person primarily possesses journalistic skills. He/she can
convert an interview with a subject matter expert from a seemingly mundane conversation into
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