Marketing leads brand development, supports sales, and accounts for significant expense on the P&L. And it’s never “done.” Designing a marketing team with the right people in the right positions is critical to keep pace with business needs and customer demands.
There’s more to building a good marketing team than hiring individuals with strong technical skills. As former professional baseball player and coach Casey Stengel once said, “Gettin’ good players is easy. Gettin’ ‘em to play together is the hard part.”
Before you dispatch your scouts, review these considerations for finding your all-star players and developing them into a championship marketing team.
Needs Today vs. Tomorrow: Anticipate the skills needed for the short- and long-term when outlining roles.
Episodic Projects vs. Ongoing Programs: It may be best to outsource the former and hire for skills needed to excel at the latter.
Leaders vs. Implementers: If a position won’t provide advancement opportunities, hire candidates with the appropriate mindset, as well as skill set. Know if leadership qualities are needed -- now or in time.
Workflow and Communication: Consider to whom each position reports AND with whom each will regularly collaborate. Process and communication flows can have a big impact on the success of the entire team.
Career Development Paths: For positions that are preparatory for other roles, consider what skills and experiences are right for the job at hand and down the road.
Soft and Hard Skills: It’s often easier to teach technical skills than to overcome communication or collaboration shortcomings. Consider which of each is important and hire accordingly.
Complementary Strengths Across the Team: Having a team with identical strengths can inadvertently create a blind spot of weakness. A group that can respect each other’s strengths is well positioned to work collaboratively.
Cultural Fit: Think about the culture of your company, as well as the culture of your group. Talented people can fail in a culture that’s counter to how they work best or that doesn’t reward or provide what matters to them most.
Budget: Be thorough and realistic about how much it will take to get the people you need. You’ll likely get what you pay for.
Timeline: Be realistic about how long it will take to, not only fill open positions, but to get your group working well as a team. Hint: it will take longer than you think, but will be well worth it!
Well-Written Job Postings: Take the time to consider all of the above, get input from industry peers, be specific, and write in plain-speak (not industry lingo or company acronyms).
If you found this helpful, please share it with a colleague. If you want to talk more about building a marketing team, give me a call, send me a note, or let’s meet. You’ll be glad you did.