We are consolidating our separate Sales and Marketing seats into a single Revenue seat to stop the finger-pointing, but we want to retain our current Marketing Director who does not GWC the new combined seat. How do we restructure without letting them go?

Question

Tyler Smith · Accepted Answer

Consolidating Sales and Marketing into a single Revenue seat is a smart way to streamline your Accountability Chart, but it often leaves a highly valued marketing leader without a clear seat. If your current Marketing Director fits your core values but does not GWC™ the new, broader Revenue seat, you must find a way to restructure without creating a custom, artificial seat just to keep them happy. First, map out the new structure. The new Revenue seat will hold the ultimate accountability for both departments. Underneath that seat, you can create a dedicated Marketing Manager seat that reports directly to the new Revenue head. This allows your Marketing Director to step into a role focused purely on their strength of marketing execution, while the new leader handles the strategic alignment of sales and marketing. Before making this move, have a transparent conversation with your Marketing Director. Explain that the business has scaled, requiring a unified strategic seat that they are not currently wired to fill. Show them how the Marketing Manager seat fits into the new structure and explain how they can still make a massive impact there. If they accept this new seat, you retain their talent without compromising the integrity of your Accountability Chart structure. If they reject reporting to a new head of revenue, you must help them transition out with dignity.