In this talk, Jan Smit (CRO of Adwise) discusses how to structure your digital (marketing) teams, which helps you answer the questions: 1. Who does what in our team? 2. How do we create a scalable way of working? Jan believes in ‘starting with WHAT‘, instead of why or who. If you start with what (that is: what end product do we deliver to the organization and client), it is much easier to determine what processes and roles are essential in every team. Also in this talk, Jan will discuss how to create the perfect balance between innovation/entrepreneurship and structure/control.