What If Managing a Sales & Marketing Team Were Like Managing a Football Team?
World Cup 2026 Edition
As we approach the FIFA World Cup 2026, I have an interesting idea: what if managing a sales and marketing team were similar to managing a football team?
Just as a football manager selects a starting XI, chooses the right formation, and strategically deploys substitute players, business leaders build and organize their sales and marketing teams to achieve the best results.
Every role has a specific responsibility, and success depends on how well the team works together toward a common goal.
In this article, I’ll use football as an analogy to explain how different sales and marketing roles contribute to business growth. Whether you’re a football fan, a marketing professional, a business owner, or a CEO, you’ll discover how lessons from the beautiful game can help you think differently about building a high-performing commercial team.
How Football Strategy Mirrors
the Marketing & Sales Funnel
Both football teams and businesses are ultimately judged by one thing: results.
In football, it’s goals.
“Whichever team scores more goals usually wins.” – Michael Owen, former England striker
In business, the equivalent of goals is sales and revenue.
While football managers focus on creating chances and converting them into goals, sales and marketing teams focus on getting prospects and converting them into customers.
Different players have different responsibilities on the pitch, just as different marketing roles contribute to various stages of the sales funnel.
Before we build our starting XI, let’s take a quick look at the marketing and sales funnel.
Quick Look at the Marketing Sales Funnel
Awareness
Potential customers discover your brand, product, or service for the first time.
Interest
Prospects begin engaging with your content and want to learn more about what you offer.
Consideration
Potential customers compare your solution with alternatives and evaluate whether it meets their needs.
Conversion – “The Goals”
The prospect takes the desired action, such as making a purchase, booking a demo, or becoming a customer.
Football Terms vs Marketing Terms (Analogue):
Speaking the Same Language
Football fans love statistics. We use them to evaluate how well a team performs throughout a game. Marketing teams use a similar set of metrics to measure performance and business growth. While the terminology may be different, the objective remains the same: turning opportunities into results.
Analogue table for better understanding:
| Football | Marketing |
|---|---|
| Football Manager / Head Coach | Marketing Manager / Marketing Director |
| 4-3-3 Formation | Sales & Marketing Funnel |
| Back Four + Goalkeeper | Top of Funnel (ToFu) |
| Midfield Trio | Middle of Funnel (MoFu) |
| Front Three (Attacking Line) | Bottom of Funnel (BoFu) |
| Possession | Website Traffic |
| Passes Completed | Leads |
| Chances Created | Marketing Qualified Leads (MQLs) |
| Assists | Qualified Opportunities |
| Expected Goals (xG) | Conversion |
| Goals | Revenue / Sales |
| Clean Sheet | Customer Retention |
| League Position | Market Share |
| Trophies | Business Growth |
Notice that website traffic alone doesn’t win the game, just as possession alone doesn’t guarantee victory in football. The teams that consistently win are the ones that convert opportunities into goals. In business, that means converting attention into revenue.
My Starting XI in a 4-3-3 Formation:
The image below shows my starting XI in a 4-3-3 formation if I were building and managing a sales and marketing team for a business.
The Back Four and the Goalkeeper
The primary objective of a football team’s defensive line is to protect the goal, maintain structure, and build up play from the back.
In a business setting, these responsibilities closely resemble the top stages of the marketing funnel, where the focus is on branding, awareness, and generating interest among potential customers.
1. GK: Customer Relationship Management (CRM) Manager
Just as a goalkeeper is responsible for protecting the goal and preventing costly mistakes, a CRM Manager protects the value a business has already earned from its customers.
While the sales and marketing teams focus on acquiring new customers, the CRM Manager ensures existing customers remain engaged, loyal, and satisfied.
Their key responsibilities include lead nurturing, customer retention, win-back campaigns, database management, and customer lifecycle management.
CRM skills:
- CRM platform mastery (Salesforce, HubSpot, or Zoho)
- Data management
- Marketing automation
- Workflow design
- Analytics and reporting
2. CB: Technical SEO + WordPress Developer
(Similar roles: Web Designer, Front-End Developer)
Just as a centre-back provides stability and protects the team’s defensive structure, a Technical SEO and WordPress Developer ensures the website remains healthy, fast, and accessible to both users and search engines.
They are responsible for site health, page speed, crawlability, and the underlying infrastructure that supports digital marketing efforts.
It’s not the most glamorous position, but if they perform poorly, everything built on top of the website can quickly fall apart.
CMS & Technical SEO skills:
- CMS platform mastery (mainly WordPress, or Wix, Drupal, Squarespace, etc)
- PHP
- Technical SEO knowledge (Core Web Vitals, UX, crawlability, Hreflang)
- Basic server management / cPanel administration
3. CB: On-Page SEO & GEO
Just as a centre-back is responsible for maintaining defensive organization and positioning, an On-Page SEO & GEO specialist ensures your website remains structured, discoverable, and optimized for both search engines and AI-powered platforms.
They focus on content optimization, information architecture, organic visibility, and protecting your website’s discoverability.
Working alongside the Technical SEO & WordPress Developer, both centre-backs form the foundation of your website, search engine presence, and AI visibility.
SEO & GEO skills:
- Basic CMS management
- SEO plugins (Rank Math, Yoast SEO)
- Page builder plugins
- Image optimization
- Google Analytics 4 (GA4)
- Google Search Console (GSC)
- Google Business Profile
- Bing Webmaster Tools (BWT)
- Semrush, Ahrefs, Similarweb, Screaming Frog
4. RB: Social Media Manager
Modern full-backs are no longer just defenders; they constantly push forward to support the attack.
Similarly, a Social Media Manager helps expand a brand’s reach, build awareness, and support marketing campaigns across multiple channels.
They create visibility, engage audiences, and ensure the brand remains active where its customers spend their time online.
Social Media Managing skills:
- Social media platform management (Facebook, Instagram, LinkedIn, X/Twitter, TikTok, etc.)
- Content planning and scheduling
- Community management
- Campaign support and promotion
- Social media analytics and reporting
- Performance monitoring and optimization
- Audience engagement and brand communication
5. LB: Off-Page SEO / Outreach Manager
Like an attacking full-back who overlaps down the wing and delivers crosses into the box, an Off-Page SEO / Outreach Manager extends your brand’s reach beyond your own website.
Working closely with the On-Page SEO specialist, they build brand authority, secure valuable partnerships, and earn mentions and backlinks that strengthen your website’s credibility.
Their efforts help improve rankings, visibility, and trust across both search engines and AI-powered platforms.
The On-Page SEO and Off-Page SEO managers work like a centre-back and full-back partnership — one strengthens the foundation, while the other pushes forward to create opportunities and expand the team’s influence.
Off-Page SEO skills:
- SEO software (Semrush, Ahrefs, Google Search Console)
- Strong understanding of backlink attributes, spammy links, and link farms.
- Outreach and relationship building (e.g., with journalists, existing clients, or partners)
- Link Building Methods, e.g., Adjacent Niche Outreach, Competitor Backlink Gap/ AI Citation Gap, Niche Blog Outreach, Guest Post, and so on.)
- Business Directories listing
- Search operators and prospecting techniques
- Online Reputation & Review Management
- Digital PR, press release, and partnership development.
The Midfield Trio (Lead Generation Engine)
Some of the objectives of the midfield trio are to control the flow of the game, dictate the tempo, build attacks, and create goal-scoring opportunities for the strikers.
In a business context, they serve as the lead generation engine, turning awareness into qualified opportunities.
Within the marketing funnel, their focus is on the consideration and desire stages, while also playing an important supporting role in driving conversions.
6. DM: Performance Marketing Manager
Just as a defensive midfielder controls the tempo of the game and connects defense with attack, a Performance Marketing Manager controls the flow of marketing spend and ensures every campaign delivers measurable results.
They are responsible for budget allocation, attribution, campaign optimization, and making data-driven decisions.
By monitoring performance and adjusting tactics when needed, they help the team generate qualified leads efficiently and maximize return on ad spend.
Like a defensive midfielder, they may not always get the headlines, but they control the game’s rhythm and ensure resources are used effectively to support the attack.
Performance Marketing skills:
- Paid advertising platforms (Meta Ads, LinkedIn Ads, X Ads, Reddit Ads, etc.)
- Budget management and allocation
- Performance analysis and reporting
- Campaign optimization and troubleshooting
- Attribution and conversion tracking
- Tag management (Meta Pixel, LinkedIn Insight Tag, Google Tag Manager, etc.)
- Data-driven decision making
7. CM: Creative Manager / Designer
Just as a central midfielder links defense and attack, a Creative Manager connects marketing strategy with execution through compelling visuals and creative assets.
They are responsible for producing designs that support campaigns, strengthen brand identity, and communicate messages effectively across different channels.
Whether it’s website graphics, social media creatives, advertisements, or marketing materials, they help bring ideas to life and keep the team’s creativity flowing.
Like a central midfielder, they connect different parts of the team, turning ideas and strategies into creative opportunities that move the attack forward.
Creative skills:
- Excellent aesthetic sense
- Strong understanding of user interface (UI) and intuitive design
- Branding and visual communication
- Adobe Photoshop, Illustrator, InDesign, Canva, or equivalent design software
- Creative thinking and problem-solving
- Marketing and campaign design
8. CM: Video Editor / Content Producer
Just as a creative midfielder creates chances and supplies the attackers with opportunities to score, a Video Editor / Content Producer creates engaging content that fuels marketing campaigns.
In modern marketing, video has become one of the most effective content formats, helping businesses capture attention, tell stories, educate audiences, and drive engagement across multiple platforms.
From long-form YouTube content to short-form videos on Facebook, Instagram, TikTok, and LinkedIn, video is often more engaging and easier to consume than static images or graphics.
Like a creative midfielder delivering the perfect through ball, a Video Editor / Content Producer creates content that gives the attacking team the best chance to convert attention into action.
Video marketing skills:
- Commercial video content production
- Video storytelling and content planning
- Video editing software (Adobe Premiere Pro, CapCut, DaVinci Resolve, Final Cut Pro, etc.)
- Motion graphics and visual effects (optional)
- Social media video optimization
- Content repurposing across multiple platforms
- Videography and camera operation (bonus)
Front Three (Goalscorers)
The primary objective of the front three is straightforward: create and score goals. In football, goals win matches; in business, conversions, sales, and revenue drive success.
These are the roles closest to the finish line, responsible for turning opportunities into measurable business results.
9. False 9: Demand Generation (Paid Ads / Google Ads / PPC)
Like a false 9 who drops deep to create space and generate attacking opportunities, a Demand Generation specialist attracts high-intent prospects and turns them into qualified leads.
Unlike social media advertising, which focuses on audience targeting and awareness, SEM and PPC focus on capturing demand from people actively searching for solutions.
Their role is to generate immediate opportunities, drive qualified traffic, and support revenue growth through data-driven optimization.
Like a false 9, they don’t just score goals themselves; they create opportunities for the entire attack by attracting prospects who are already looking for what your business offers.
Demand Gen skills:
- Search Engine Marketing
- Google Ads, YouTube Ads, Microsoft Bing Ads, OpenAI Ads
- Google Analytics (GA4)
- Google Search Console (GSC)
- Google Tag Manager (GTM)
- Conversion tracking and attribution
- Campaign optimization and bid management
- Performance reporting and analysis
- Data-driven decision making
10. ST: Sales Manager / Sales Representatives
The striker’s main KPI: finish chances and score goals. In business, Sales Managers and Sales Representatives are responsible for converting qualified leads into paying customers.
While the rest of the team works to build awareness, generate interest, and create opportunities, the sales team is ultimately accountable for turning those opportunities into revenue.
Like a striker in football, sales professionals are judged by one thing: goals. Their ability to convert opportunities into customers ultimately determines whether the team wins or loses.
11. Winger: Account Manager / Client Success Manager / Sales Advisor
Like a winger who stretches the defense and creates additional scoring opportunities, an Account Manager or Client Success Manager focuses on growing existing customer accounts.
Their role is to strengthen relationships, identify upselling and cross-selling opportunities, and maximize customer lifetime value. While the sales team scores the first goal by winning the customer, the account team helps turn one goal into two by generating additional revenue from existing clients.
Sales / Client handling skills:
- Selling and negotiation skills
- Storytelling and presentation skills
- Relationship building
- Communication and interpersonal skills
- Leadership and team management
- Deep understanding of the products or services being sold
- Product knowledge and market awareness
- Objection handling and closing techniques
- Customer success and account management
My Substitutes & Squad Rotation
No football manager wins a tournament with only eleven players. Success requires squad depth, tactical flexibility, and the ability to adapt to different opponents and match situations.
The bench consists of 15 specialist players who complete the 26-player squad. While they may not be automatic starters, they can become game-changers when called upon.
In the sales and marketing world, these roles may not be required by every business, but they become highly valuable in certain industries, business models, or campaign types. Just like football substitutes can change the outcome of a match, these specialists can have a significant impact when used in the right situation.
| Bench Player | Match Situation |
|---|---|
| 12. Event Marketing Manager | Trade shows, exhibitions, conferences, and offline events |
| 13. Influencer & Affiliate Manager | Product launches, brand awareness campaigns, and partner-driven growth |
| 14. Telemarketing Specialist | Cold calling, outbound sales, and lead qualification |
| 15. Business / Data Analyst | Scaling operations, performance measurement, and decision-making |
| 16. Photographer / Videographer | Content-heavy businesses requiring original visual assets |
| 17. UI/UX Designer | Conversion rate optimization and user experience improvements |
| 18. Marketing Automation Specialist | High lead volume, lead nurturing, and operational efficiency |
| 19. Community Manager | SaaS, Web3, gaming, and community-driven businesses |
| 20. YouTube Manager | Long-term video marketing, thought leadership, and trust building |
| 21. TikTok Manager | Consumer brands, FMCG, and short-form content marketing |
| 22. Media Buyer | Traditional advertising channels such as TV, radio, billboards, magazines, and DOOH |
| 23. Public Relations (PR) Manager | Brand reputation management, media coverage, and corporate communications |
| 24. Email Direct Marketing Specialist | Customer retention, lead nurturing, and lifecycle marketing |
| 25. Ecommerce Specialist | Online stores, marketplace management, and revenue optimization |
| 26. Live Stream Host | Live commerce, product demonstrations, and real-time audience engagement |
A football manager doesn’t send all substitutes onto the pitch at once; businesses shouldn’t hire every marketing specialist from day one.
The best teams deploy the right specialists at the right time, based on their goals, industry niche, budget, business model, and stage of growth.
For example:
A B2B SaaS company may have an Email Marketing Specialist in the starting XI.
A crypto exchange may have a Community Manager in the starting XI.
A DTC brand may have Influencer Marketing as one of its star players.
Substitute (bench) players conclusion:
Ultimately, there is no universal starting XI in marketing. The ideal lineup depends on the company’s goals, industry, business model, budget, and stage of growth.
Just as football managers adapt their team selection to different opponents and match situations, business leaders must build and deploy their sales and marketing teams according to their unique needs and objectives.
Great football teams don’t win because they have eleven strikers. They win because every player contributes to the team’s success and understands their role on the pitch.
What is Chan Kang's favourite national football team?
I used to be a supporter of the Germany national football team, the DFB-Team.
But now I don’t have a specific favourite team; I simply enjoy watching several top national teams play, including Germany, Argentina, England, Portugal, Brazil, the Netherlands, and France.
Who are the Top 5 favourites to win the 2026 FIFA World Cup?
Based on one of the bookmakers’ odds, the top five favourites are Spain, France, England, Brazil, and Argentina.
However, football is unpredictable, and teams like Portugal, Germany, and the Netherlands have enough quality to surprise everyone and make a deep run in the tournament.
Further Reading: Football Betting Terms Explained