One of the largest differences in how the two are structured is the way in which each is managed. At larger companies, circulation departments are managed by operations. Smaller organizations typically flow circulation tasks through their marketing manager. Responsible for sales and customer retention, marketing departments at small companies handle customer service, fulfillment, invoicing and renewals in addition to traditional marketing tasks.

Below, we included more detailed information on how each is organized.

Large Organizations

Large organizations often process a significant volume of orders. As such, they typically have a larger staff to meet those heavy demands. Ensuring responsibilities are clearly designated can help things move more smoothly. Here’s our recommendation of how a large department could be structured.

BigDeptOrg

Responsibilities for each of the departments vary. Below, we’ve listed how each could function.

Data Processing:

  • Inbound white mail/mail/checks/BRE’s/BRC’s etc.
  • Data entry/cash application
  • File imports/exports
  • Daily/weekly cash reporting

Fulfillment:

  • Print orders
  • Conference distribution
  • Special delivery (UPS, courier, hand)
  • Wraps/inserts (marketing and sales)
  • Digital product files
  • Email prods (daily alerts/breaking news)
  • Comp list management
  • Product inventory management
  • Distribution reporting

Retention Operations:

  • Invoice operations
  • Renewal operations
  • Lettershop operations
  • Digital client communications
  • Shopping cart operations
  • Statistical reporting
  • Business reply postage accounts
  • Lettershop inventory/package kits
  • Renewal all client services reporting

Customer Service:

  • Front end – Phone and email client support
  • Back end – Support to front end
  • Reporting – Call reports, trend analysis, delivery issues, cancellations and refunds

Small Organizations

With fewer staff members, small organizations consolidate many of the tasks shown above into just a few positions. This means one person is asked to fill a couple of roles. Tasks typically fall into three categories: data entry and customer service; fulfillment, invoicing and renewals; and marketing and accounting. Here’s our recommendation of how a small department could be structured.

SmallDeptOrg

Data Processing and Customer Service:

  • Data Processing
  • Inbound white mail/mail/checks/BRE’s/BRC’s etc.
  • Data entry/cash application
  • File imports/exports
  • Daily/weekly cash reporting
  • Customer Service
  • Front end – Phone and email client support
  • Back end – Support to front end
  • Reporting – Call reports, trend analysis, delivery issues, cancellations and refunds

Fulfillment, Invoicing and Renewals:

  • Fulfillment
  • Print orders
  • Conference distribution
  • Special delivery (UPS, courier, hand)
  • Wraps/inserts (marketing and sales)
  • Digital product files
  • Email prods (daily alerts/breaking news)
  • Comp list management
  • Product inventory management
  • Distribution reporting
  • Invoicing and Renewals
  • Set-up schedules
  • Forms/output file
  • Generate invoices and renewals
  • Marketing/Accounting
  • Marketing planning for department/business/publication
  • Marketing analysis
  • Financial reporting
  • A/R and income responsibilities