Best Practices for Structuring Customer Marketing Teams in Startups

Hi everyone! Does anyone have a good framework for how best to structure Customer Marketing teams? This would be for mature startup (+750 employees)

Traditionally Cust Mktg, has been heavy demand gen/ pipeline focus. Interested in a more lifecycle based structure focused on (acquisition, conversion, retention)…
Has anyone split up Cust. Mktg (to be more 1-1 bespoke) where Lifecycle covers (scale)?

Welcome a bunch of opinions I know its different at every company