Growth doesn’t live in one team anymore, many businesses are rethinking how they structure teams around growth.
Rather than relying on marketing alone to drive momentum, they’re building roles that sit across functions, roles designed to connect strategy, execution, and performance.
These roles often don’t sit in marketing, but they work with marketing every day.
What do these roles actually look like?
They go by many names:
Commercial Manager
Revenue Operations
Growth Operations
Business Operations
Commercial Strategy
Go-to-Market Operations
What they share isn’t a title, but a purpose.
They focus on:
improving how teams work together
turning insight into action
removing friction from the customer journey
making performance visible and measurable
Marketing activity feeds directly into their work, even if they’re not writing copy or building campaigns.
Why businesses are investing in them
As organisations grow, complexity increases.
More tools. More data. More stakeholders. More touchpoints.
These commercially minded roles exist to bring structure and clarity. They help businesses:
understand what’s actually driving results
align teams around shared goals
scale more sustainably
In many cases, they make marketing more effective by ensuring good work doesn’t get lost between teams.
What this means for candidates
If your background includes:
working closely with marketing teams
supporting go-to-market execution
analysing performance or improving process
influencing outcomes without owning campaigns
You may already be well-suited to these roles.
They reward curiosity, commercial awareness, and the ability to connect dots across teams.
A shift, not a departure
This isn’t about moving away from marketing.
It’s about recognising that modern growth happens at the intersection of disciplines.
Businesses need people who understand how marketing fits into the bigger commercial picture, and who can help turn activity into outcomes.
That’s where many of the most interesting opportunities are emerging.
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Photo by Markus Winkler on Unsplash