Know Your Territory: Positioning Marketing in Product-Led, Sales-Led, and Marketing-Led Organizations

We’ve all been there.

You’ve just been hired into a new company. Throughout the interview process you’ve asked all the right questions to understand how the company functions, what the culture is like, and how marketing is viewed throughout the organization. This new company has checked all of the boxes. Your culture and values align and you’ve been assured that the organization values marketing and that marketing has a seat at the table. 

You are psyched. You’re going to be able to make a real difference in how the consumer engages with the company’s brand, product, or service. You jump in with both feet ready to tackle anything that comes your way.

Six months later, you find yourself frustrated.

The sales and product teams haven't implemented any of your recommendations and you get the feeling you’re missing out on some strategic conversations.

You start to wonder, is it me? Am I doing something wrong?

Nope. You just didn’t know what kind of organization you were actually joining.

Every organization operates differently. As a marketing leader, understanding these dynamics is key to making an impact. Recently, I had the chance to speak with Natalie Crain, a Senior Marketing Executive who shared her experiences working at product-led, sales-led, and marketing-led companies. 

We talked about how these structures influence marketing’s role, and what leaders can do to position marketing effectively. (Spoiler, this is where being a skilled politician and relationship builder makes all the difference.)

“How a company makes money determines where marketing sits in the food chain.”

Do you know what type of Organization you work for?

No matter the size, organizations typically fall into one of three categories—sales-led, product-led, or marketing-led. 

In my conversation with Natalie, she emphasized: “How a company makes money determines where marketing sits in the food chain. Whether you’re amplifying a product, supporting sales, or steering the company’s direction, knowing your organizational terrain allows you to shape strategies that align with the company’s goals.” 

Once you’re clear on which team really leads the organization, then (and only then) will you be able to influence decisions. This is also where you need to be honest with yourself on whether or not this type of organization is the right fit for you and where you want to take your career. 

Now that that’s out of the way, here are some tips on succeeding in each type of organization.

Marketing in a Product-Led Organization

In product-led companies, the product is the star and marketing’s role is often to amplify its strengths. Natalie shared that in these environments, marketing is sometimes relegated to a supporting role: “Marketing in product-led organizations means adapting your campaigns to what the product team prioritizes. It’s not about marketing leading the conversation; it’s about making the product the hero.”

This dynamic often creates challenges for marketing leaders, especially if product teams undervalue customer-facing storytelling. “Product teams may think, ‘The product is great on its own,’ but customers need to understand why it’s great,” she explained. For marketers, success in these organizations means bridging the gap between product innovation and customer engagement.

Keys to Success in Product-Led Organizations

• Build Relationships with Product Teams. Building strong, collaborative relationships with product leaders can help marketing gain visibility into development priorities and goals. It’s all about sitting down with the product team and asking “How can we tell this story in a way that resonates with customers?”

• Use Customer Data to Influence Decisions. Natalie emphasized the importance of customer insights: “Product teams often prioritize technical features, but marketing can bring in customer feedback to show what really matters to buyers.” This helps to make the product even more valuable to the end user.

• Prove the Value of Marketing with Metrics. She shared, “Product teams respond to numbers. If you can show them adoption rates or how marketing campaigns drove product engagement, they’ll start to see the value marketing adds.”

“In a sales-led organization, you have to think about marketing as part of the sales engine.”

Marketing in a Sales-Led Organization

In sales-led companies, revenue is king, and marketing’s role is to support the sales team. Natalie highlighted that in these environments, marketing must prove its worth by demonstrating how it drives demand and helps close deals. “In a sales-led organization, you have to think about marketing as part of the sales engine,” she said. “It’s about creating campaigns that directly support the pipeline.”

However, she noted that balancing short-term lead generation with long-term brand building can be tricky. “Sales leaders often want immediate results, but marketers need to show how branding contributes to overall customer engagement and loyalty.”

Keys to Success in Sales-Led Organizations

• Partner with Sales Teams. Attend sales meetings. Ask questions and understand their goals, like“What do you need from marketing to make your job easier?” This will build trust and alignment with sales leaders, which is essential.

• Use Account-Based Marketing (ABM). In sales-led organizations, ABM is a game-changer. By focusing on high-value accounts, marketing can create personalized campaigns that help sales close deals faster.

• Tie Campaigns Directly to Revenue. The key is showing how every dollar spent on marketing contributes to sales. Whether it’s tracking lead quality or conversion rates, you need to show that marketing is driving revenue.

Marketing in a Marketing-Led Organization

In marketing-led companies, marketing takes the lead in shaping the company’s strategy. “This is the dream setup for most CMOs,” Natalie said, laughing. “But with that power comes a lot of responsibility. You have to continually prove value.”

Marketing-led organizations give marketers the opportunity to influence not just brand strategy but also customer acquisition, retention, and even product development. However, Natalie noted that scrutiny is high. “In a marketing-led company, every move is analyzed. You have to back up your decisions with data and show how they align with company goals.”

Keys to Success in Marketing-Led Organizations

• Collaborate Across Departments. “Because marketing is central to the strategy, it’s critical to create productive relationships with the CFO, CTO, CIO and CEO. That’s in addition to partnering closely with sales, product, and customer success. Aligning these areas ensures the company delivers a cohesive message,” shared Natalie.

• Leverage Customer Insights. “Marketing-led organizations thrive on understanding the customer,” she shared. “Collect feedback, analyze purchase patterns, and use those insights to shape campaigns and even influence product decisions.”

• Focus on Long-Term Impact. “Brand awareness, customer loyalty, and market share are just as important as immediate ROI. Show how marketing contributes to these broader goals.”

Final Thoughts

Natalie’s journey highlights an important truth for marketing leaders: success depends on understanding your organizational landscape. Whether you’re in a product-led, sales-led, or marketing-led company, your ability to adapt and align marketing’s role with the company’s priorities is critical.

Her advice to marketers?

“Know your territory. Understand where marketing sits in your company’s hierarchy and use that knowledge to build relationships, influence decisions, and demonstrate value. That’s how you move marketing from a support function to a strategic driver.”