Forming a team can be tough. Forming a marketing team can seem like an impossible task. Marketing managers face a daunting challenge here. First, marketing itself has become so diversified that you really need to understand what’s required to succeed. The second challenge comes in a messy little package called EQ (emotional intelligence). It’s an area that still relatively uncharted territory by managers who feel that a perfect team involves perfectly compliant drone-bots – rather than real people with real ideas. Should a marketing manager float through these two challenges, they still risk facing surmounting conflict – one that they have very little control over.
The Parts Make the Whole
Do you know what kind of roles you need to fill to get that perfect marketing department? Consider some of the following key positions in most high caliber companies today:
1. Social media manager
3. Content Strategist
4. Content Writer
5. Graphic Designer
6. Community Manager
7. Email Marketing Manager
Then of course there’s you, the marketing manager.
Today it’s pretty important to take a look at your industry and marketing needs to assess which role are required to get the job done. If you’re strapped with a tight budget, you can collate some of these positions, but you really cannot take any shortcuts within the duties of each respective role. Personally, I’d advise any company that can afford it, to go the whole hog and hire one individual for each role – simply because each role requires a tremendous amount of work, focus, and continuous education in an industry that hasn’t even really begun to see a mushroom effect of technology and social evolution.
Say, for example, you just hired one social media manager five years ago. Well, since then social media (still in it’s infancy if we forecast a timeline) has grown so tremendously that additional roles have sprung up from it – including community manager, content strategy/content director/content writing, et. al. Your new social media manager is now so inundated with the various aspects of digitally marketing your business – between new trends, ad management, continued learning, and adapting to multiple (and growing number of) platforms, as well as necessary cross collaboration between departments, that it would be expecting the impossible to expect them to take on all rolls successfully.
Create Your Own “Avengers”
I caught a bit of the Avengers over the weekend and the part that struck me this time around was when the team was knee-deep in a heated argument while Loki was locked up in a cell. This time around though, I didn’t see the exchange as a disastrous downfall, but rather as critical dialogue in what would be our creative team’s equivalent of a “war” or “idea” room. Here we’ve got a gang of talented professionals confident in their abilities and they’re not shy about it.
That’s exactly what you need in the ultimate marketing team. You need equally superb personalities that are so clearly talented but also able to engage each other, hash out ideas, and be free to disagree. I would advise seeing the engagement not as conflict but rather than a place where the best ideas, from the best minds, will ultimately rise to the top. This is what you want…every single time.
Finding exceptional talent goes beyond finding skilled employees. Look beyond the creative portfolio and for the individual behind it. Using EQ, emotional intelligence, you can not only find great talent but also visionary people who are always looking to raise the bar, ask questions, and unafraid to disagree.
The Real Challenge in Getting that Perfect Team
Despite your best efforts, your plans can go up in smoke if outside hiring managers and/or other decision makers don’t grant you the license to hire as you choose fit. This happens often enough, usually by senior staff members who haven’t quite accepted the changing millennial workforce. I’ve seen cases where exceptional talent was completely pushed aside simply because upper management (who had a say in the process) lacked the vision to see the potential of someone who didn’t fit into their mould.
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