What does it take to transform a business on the brink of obsolescence into a global powerhouse?
In 2007, Netflix answered this question by redefining its team and embracing streaming—a move that changed the entertainment industry forever. Engineers once focused on DVD logistics pivoted to building a cutting-edge digital platform, while content experts curated shows to keep audiences hooked.
The secret? A clear understanding of the roles needed to support their bold vision.
Your agency might not be launching a streaming revolution, but its success depends on the same principle: defining and prioritizing core positions.
Let’s explore how to structure your team for efficiency, adaptability, and growth.
Defining Core Roles in Agencies
Core positions are the roles within your agency that are critical for its daily operations and long-term success. These positions directly contribute to delivering client services, driving revenue, and maintaining internal efficiency. While each agency’s needs vary, certain roles are universally important regardless of niche or size.
It’s essential to differentiate between must-have roles and nice-to-have roles:
Must-have roles are indispensable for maintaining basic operations and delivering on client commitments.
Nice-to-have roles enhance capabilities or provide specialized expertise but are not vital for foundational operations.
For example, an account manager who ensures clients stay informed and satisfied is typically a must-have, whereas a video production specialist might be a nice-to-have, depending on the services offered.
When defining core roles, consider three key factors:
Your Agency’s Core Services: Align roles with the services you offer. A web development agency, for instance, will require developers and UX designers as core positions.
Operational Workflow: Roles should address key stages of your service delivery, from onboarding clients to project execution and reporting.
Scalability: Ensure core positions can adapt and grow with your agency’s needs. Over time, roles may need to evolve or diversify to handle increased demand.
Defining core roles isn’t a one-size-fits-all process, but thoughtful planning and periodic evaluations can ensure your agency remains well-structured and efficient.
Essential Core Positions for Agencies
Every agency relies on a combination of strategic, creative, and operational roles to deliver exceptional results. While the exact team structure may vary based on your agency’s services and goals, the following positions are universally critical for ensuring smooth operations and growth:
Account Manager
The account manager serves as the bridge between your agency and your clients. They handle client communication, ensure expectations are clear, and manage the delivery of promised results. A great account manager fosters strong client relationships, providing long-term retention and satisfaction.
Without this role, misunderstandings and inconsistent communication can derail projects and harm client trust.
Project Manager
While the account manager focuses on client-facing tasks, the project manager ensures internal teams work cohesively to deliver projects on time and within budget. This role is vital for coordinating workflows, assigning responsibilities, and mitigating risks.
A project manager minimizes inefficiencies and consistently meets deadlines by keeping everyone aligned.
Creative Team
Creatives are the heart of many agencies, encompassing roles like designers, writers, and multimedia specialists. They are responsible for producing visuals, messaging, and content that resonate with clients’ audiences.
These roles are often the cornerstone of operations for agencies offering design or branding services.
Technical Team
The technical team ensures functionality and optimization for agencies involved in web development, SEO, or digital marketing. Developers, SEO specialists, and data analysts work together to implement strategies that deliver measurable results.
This team is critical for executing the technical aspects of campaigns and maintaining high-quality standards.
Sales and Marketing
No agency can thrive without new clients. The sales and marketing team identifies opportunities, nurtures leads, and converts them into paying clients. They help your agency stay competitive in a crowded market and ensure a steady workflow for the team.
By investing in these core positions, agencies can ensure that every aspect of their operations—client relations, project execution, and business development—functions smoothly.
Tailoring Your Core Positions to Your Agency’s Niche
While the positions listed above are foundational, the exact roles you need depend heavily on your agency’s niche. A specialized approach ensures your team structure supports your unique service offerings and aligns with industry expectations.
For instance:
Design-first Agencies: Core positions might emphasize creative roles such as art directors, UI/UX designers, and copywriters to support branding and visual storytelling.
Performance Marketing Agencies: A focus on roles like campaign managers, data analysts, and paid media specialists ensures measurable results for clients.
Full-service Agencies: These agencies often require a balanced mix of creatives, developers, and strategists to deliver integrated solutions.
Tailoring your team also involves assessing client demands and market trends. For example, having a dedicated social media strategist becomes a priority if most clients require social media management.
Finally, flexibility is key. As your niche evolves or expands, your team structure should adapt to maintain relevance and effectiveness in delivering client solutions.
Steps to Identify and Prioritize Core Positions
Building the right team starts with a structured approach to identifying and prioritizing core positions. This process ensures that your agency focuses on roles that align with its goals and efficiently deliver value.
Audit Your Current Team
Start by evaluating the roles already in place. Identify:
The responsibilities each team member handles.
Gaps where tasks are unassigned or inconsistently executed.
Overlapping duties that lead to inefficiencies.
An audit provides a clear picture of your current team structure and highlights areas needing improvement or expansion.
Align Roles With Agency Goals
Core positions should directly support your agency’s strategic objectives. For example:
If client retention is a priority, invest in account managers to foster relationships.
If you aim to expand service offerings, hire specialists for those areas.
Consider both short-term needs and long-term goals to ensure your team remains sustainable as your agency grows.
Evaluate in-house vs. Outsourced Needs
Not every role needs to be in-house. Agencies often outsource specific functions, especially those that require specialized expertise or fluctuate in demand. For instance:
In-house roles: Account managers, project managers, and key creatives to maintain control over quality and client communication.
Outsourced roles: Niche technical specialists or temporary positions for projects with defined endpoints.
By balancing in-house and outsourced roles, agencies can manage costs while maintaining flexibility.
Create Role Prioritization Criteria
Use objective criteria to determine which roles are most urgent to fill. Factors to consider include:
The impact of the role on client satisfaction and deliverables.
How the role contributes to revenue generation.
The availability of existing resources to handle related tasks.
This ensures hiring decisions are based on strategic value rather than reactive needs.
How to Manage Cross-functional Collaboration Between Core Teams
Collaboration between core teams is essential for delivering seamless client experiences and maintaining internal efficiency. However, it requires intentional strategies to overcome communication silos and ensure teams work toward shared goals.
The Importance of Collaboration
Cross-functional collaboration allows your agency to:
Deliver unified, high-quality results by combining creative, technical, and strategic expertise.
Reduce delays by streamlining workflows and addressing dependencies.
Foster innovation by leveraging diverse perspectives from different teams.
Strategies for Effective Collaboration
Establish Clear Communication Channels
Use tools like Slack, Asana, or Monday.com to facilitate real-time team updates and task assignments. Ensure everyone understands the platform’s purpose and adheres to its use.Define Responsibilities and Dependencies
Clarify who owns each task and how teams depend on one another. For example, ensure the creative team knows when the technical team needs assets to meet deadlines.Foster a Collaborative Culture
Encourage open feedback, regular check-ins, and opportunities for cross-team brainstorming. Leadership should model this behavior by breaking down silos and championing teamwork.Leverage Collaborative Tools
Utilize technology to bridge gaps. For example:- Shared calendars to synchronize deadlines.
- File-sharing platforms like Google Drive or Dropbox to centralize resources.
Addressing Common Challenges
Despite best efforts, collaboration issues may arise. Address them by:
Hosting regular post-project reviews to identify bottlenecks.
Providing training on tools and processes to ensure teams are aligned.
Appointing a cross-functional coordinator or team lead to oversee and resolve conflicts.
By prioritizing collaboration, agencies can deliver cohesive results that reflect the strengths of every team member involved.
Avoiding Common Mistakes When Defining Core Roles
Building an effective team structure can be challenging, and agencies often fall into common traps when defining their core roles. These pitfalls can lead to inefficiencies, wasted resources, or missed growth opportunities. Here’s how to avoid the most frequent mistakes:
Overstaffing or Underutilizing Team Members
Hiring too many people without clear responsibilities can strain budgets and create overlapping tasks while underutilizing staff risks disengagement and operational inefficiencies. Agencies must strike a balance by hiring strategically based on workload and long-term goals.
Regular performance evaluations ensure each role contributes to its fullest potential.
Focusing Only on Short-term Needs
Reactive hiring to meet immediate demands, such as a sudden influx of projects, often results in misaligned team structures. This approach can leave agencies struggling to scale when those short-term needs subside.
Instead, prioritize building roles that align with your long-term vision. For temporary needs, consider freelancers or contractors to avoid over-committing.
Rigid Role Definitions
Overly strict job descriptions can stifle adaptability, which is crucial in quickly evolving industries. Agencies that fail to encourage flexibility risk falling behind as client demands shift.
Define roles with room for growth and cross-functionality, and empower team members to take on diverse responsibilities as needed.
Overlooking Cultural Fit
While technical skills are essential, a lack of cultural alignment can disrupt team cohesion and productivity. Candidates who share your agency’s values and work style will likely thrive.
During hiring, focus on skills and cultural fit by incorporating behavioral interviews and team-oriented scenarios.
By proactively addressing these challenges, agencies can establish a team structure that meets their current needs and supports sustainable growth and employee satisfaction.
Building for the Future: Scaling Your Core Team
As your agency grows, your team structure must evolve to meet new demands, service offerings, and client expectations. Effectively scaling your core team requires a balance of strategy, foresight, and flexibility.
Adapting Core Roles Over Time
Growth often leads to the need for more specialized roles or expanded teams.
For example:
A project manager might evolve into a team of project coordinators led by a senior manager.
As services expand, an SEO specialist might transition to a full technical SEO team.
Regularly reassess your team structure to ensure it supports both current operations and future growth opportunities.
Upskilling Existing Team Members
Scaling doesn’t always mean hiring new employees. Developing your existing team through training and skill-building programs can fill emerging gaps while fostering loyalty and retention.
Offer certifications or workshops in specialized skills (e.g., data analytics, UX design).
Encourage cross-training to create well-rounded employees who can contribute in multiple areas.
Leveraging Technology to Support Scaling
Technology plays a critical role in enabling your core team to work efficiently as your agency grows.
Automation tools: Streamline repetitive tasks like reporting, scheduling, and client communication.
Project management software: Enhance coordination and transparency across larger teams.
Analytics platforms: Provide more profound insights into performance and client results, helping your team make data-driven decisions.
Scaling Without Losing Culture
Rapid growth can sometimes dilute your agency’s culture and values. Prevent this by:
Maintaining strong communication channels as teams expand.
Reinforcing your core values during onboarding and team meetings.
Celebrating team achievements to keep morale high.
Scaling is about increasing your team’s size, enhancing their capabilities, and ensuring they remain aligned with your agency’s mission.
Create a Structure That Drives Success
Netflix’s transformation was about technology and assembling the right team to realize its vision.
Your agency’s success depends on the same foundation: understanding and prioritizing the roles that drive results.
By defining core positions aligned with your services, workflows, and growth plans, you ensure your agency is primed for efficiency and adaptability. This clarity empowers your team to deliver exceptional client outcomes and seize new opportunities.
Where will you start—auditing your team, aligning roles with goals, or exploring new tools to support collaboration?
FAQs
What Are Core Positions in an Agency, and Why Are They Important?
Core positions are essential roles critical for delivering client services, maintaining operations, and driving revenue. They ensure your agency runs efficiently, meets client expectations, and adapts to growth. Examples include account managers, project managers, and key creatives.
How Can Small Agencies Determine Their Must-have Roles?
Small agencies should focus on roles that:
Directly impact client satisfaction.
Address key stages of service delivery (e.g., project management).
Align with long-term goals, ensuring scalability and adaptability.
What’s the Difference Between in-house and Outsourced Roles in an Agency?
In-house roles like account managers ensure quality control and client communication. Outsourced roles, such as niche technical experts or temporary project hires, provide flexibility and cost-effectiveness for specialized tasks or fluctuating demands.
How Can Agencies Encourage Cross-functional Collaboration?
Agencies can foster collaboration by:
Defining responsibilities and interdependencies.
Using communication tools like Slack or Asana.
Encouraging open feedback and regular check-ins to align teams on shared goals.
What Are Common Mistakes Agencies Make When Defining Core Roles?
Common mistakes include:
Overstaffing or underutilizing team members.
Prioritizing short-term needs over long-term goals.
Creating rigid roles that stifle adaptability.
Overlooking cultural fit impacts team cohesion and productivity.
