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What does it take to build a modern marketing team?
That’s a question every company should be asking itself right now.
Even if you already have a fully-stocked marketing department.
Marketing hiring is set to increase by 10% overall by 2026 in the United States (the average growth rate across industries is 7%).
Popular marketing channels are getting more saturated by the day, too.
SEO and paid search are getting more competitive.
Organic social media reach is on the decline, and as such, competition for social advertising is going up.
Some companies are experimenting with direct mail, even if their product is all-digital.
This means that success now and in the future requires top talent.
The kind of talent that has creativity and foresight to see what’s coming next.
But, finding those kinds of marketers has never been easy, and it’s only getting more difficult to recruit top talent.
In order to build the team you need, you’ll need to have knowledge and a plan.
As you build your team, visualizing each role is important. With a clear org chart, everyone in the organization can know exactly where each team member fits, and how they impact the rest of the department. Grab this free template to map yours out easily.
Once your marketing team is up and running, ensuring its success is key.
However, keeping teams organized isn’t easy.
That’s the problem our Team Management Dashboard in CoSchedule solves.
Even if you don’t have a dedicated project manager on your team (and even if you do), it makes managing multiple team members (and all their projects and tasks) easy to do in one place.
Here’s a look at how it works:
Ready to try it yourself? Schedule a demo below:
You may expect a complex answer to this question.
However, the real purpose of marketing can be boiled down into one simple statement:
Marketing exists to drive profitable customer action.
Sure, there are other broader business goals that marketing serves.
Telling your story.
Promoting your products.
Converting customers into advocates (who tell your story and promote your products).
But, in the end, building business and raising revenue is the ultimate purpose of marketing.
The needs of your team will depend on:
But, at a high level, here are some essential roles:
Now, some of these roles are broad. But, what’s more important than job titles are the actual responsibilities and work you need to get done.
Start with these:
What do marketing teams need when they mature past basic responsibilities and disciplines?
Here are some areas to consider (including areas where the team at CoSchedule added and expanded after starting with just one marketer in 2013):
Bureaucratic red tape, budget constraints, and insufficient tools are three common culprits behind why marketing teams struggle (or even outright fail).
So, how do you avoid these traps?
Sometimes, it’s tough for the C-suite to let go of control over marketing.
But, marketers get hired for a reason: they know what they’re doing.
Companies should show that they understand this by letting marketers set the direction for their own teams.
After all, you probably wouldn’t hire a firefighter to fix your drain, or a landscaper to work on your car.
Let marketers do marketing, and let everyone else do what they do best, too.
It’s easy to get bogged down in projects that make a marginal impact.
It’s also hard to make meaningful progress that way.
Spending too much time focusing on low-value activities can often leave teams feeling overly busy and yet unproductive.
That’s a toxic combination. Not only does that mean they aren’t delivering everything they could be, no one worth their salt will want to remain in such an environment when they could get hired somewhere else.
So, don’t force marketers to waste their time on things that aren’t important.
Instead, focus on projects that deliver 10X results. This means activities that can improve a metric tenfold. Stack up enough such projects, and you’ll start to see much more substantial success in less time than before.
Companies often set up marketers with whatever tools and software other departments use.
Sometimes, that’s okay.
Other times, though, it’s a massive mistake.
Marketers do a lot of specialized work that requires specific toolsets.
They also have unique needs that generic communication and team management tools can’t adequately meet.
What works for, say, software developers to manage tasks and projects, may not be ideal for marketers (even though they might grit their teeth and make it work).
There’s also a heavy tendency toward using Excel for tasks that spreadsheets aren’t built to handle.
What’s the solution?
Invest in the right tools for the right jobs.
Some essentials include:
This is no small task (which is why you’re here).
But, you’ve to start building somewhere. When every role is important, how do you choose roles for your starting points?
Here are two strategies to consider:
Either can be effective starting points.
There’s no single way to structure a marketing team.
And there isn’t really a specific point where a team might be considered “complete.”
But, a small marketing team might look something like this:
Which could grow into something more like this over time:
A strong recruiting effort will leave no stone unturned to find the best talent possible to fit your team. Here are several places to consider starting your search.
Professional meetup groups, conferences, speaking events, and other public industry events fall into this category. Look for places where your company might be able to set up a booth, or just show up and talk to people. You never know who you might meet.
Used strategically, social media can help you track down talented people looking for their next opportunity.
Now, it’s key here not to just reach out to strangers cold with no context. Try reaching out to qualified candidates with this messaging something like this:
I’m [NAME], and I’m the [ROLE] at [COMPANY]. We’re looking to grow our marketing department, and I’m curious if you’re interested in opening up a conversation about what we have to offer?
Let me know, it’d be great to grab a coffee when you have an opportunity.
Thanks for your time.
Feel free to edit this template. What’s most important is to offer a warm introduction and keep the focus on what you can do for the potential prospect’s career.
There are several sites where you can post job listings. Some popular ones include:
But, there are some lesser known resources out there to consider, too.
Some of those include:
Cast a wide net. This author got their first job in the industry thanks to a late-night Craigslist search, and subsequent jobs through networking and cold outreach, so you never know which tactic might yield the best results.
Successful interns can often make successful full-time employees. Have your interns shadow full-time staff, let them get some useful experience, and see if they have what it takes to deliver.
You might be able to find great fits for marketing roles from other departments in your own company.
Now, you don’t want to poach staff or cause tension between your team and others.
But, there might be someone in a role where they don’t feel like they’re the best fit. Or, they might have some previous or otherwise relevant experience that would make marketing an ideal area for them to be in.
You’ll have competition here, but you’ll also have face time with lots of potential candidates. There’s some investment involved in setting up a booth (printing collateral, developing talking points, and so forth) but the results can be worth the effort, particularly for finding intrepid interns and entry-level talent.
Sometimes the best opportunities come from people you know, who know other people.
Take a colleague at another company out for coffee.
Hit up an old mentor you haven’t heard from in a while.
Just put yourself out there and talk to people.
You might be surprised where those conversations lead.
Some of the best hires you can make might currently be working at your (or your coworkers) former employers.
If you like where you’re at (and you know your former coworkers, well, don’t enjoy their current positions so much), then they should be some of the first people you reach out to (so long as you’re not running the risk of burning bridges by poaching people).
In order to build the world’s best all-in-one marketing management platform, CoSchedule needs to understand how modern blogging teams work. So, the team called, emailed, and Googled its way to understanding. The results are valuable.
Marketing teams are diverse, but CoSchedule’s research concluded that there are really only two major types of team structures, and then two minor ones that branch off from there. Understanding the strengths and weaknesses of these teams makes a huge difference in how you manage and organize your own writing team.
Understanding these structures will help you improve team workflow and communication so that you can ultimately publish more content at a higher quality than ever before. Let’s run through the major team structures, highlighting some of the unique needs that they all possess. You’ll see how they tie into the way CoSchedule is being built to accommodate what has been discovered.
The most familiar type of team is the internal team. Internal teams are usually defined by an internal self-contained team that handles marketing processes from top to bottom. There are usually several roles, including an editor (or two) and writers.
The external team is primarily composed of an internal editing staff with many external writers. Unlike the internal team where everything is handled in-house, the external team can be spread out. These teams are usually a “for-profit” venture, meaning they work to make money with their blog rather than simply promote an idea or concept.
An agency team falls somewhere in-between the internal and external team. It usually contains a small group of internal and editors but adds the external component of client review and editing. Often, clients behave in a somewhat “executive editor” role.
Not to be forgotten is the “solo” blogging team, usually comprised of one or two people with a less structured process. This team offers the greatest variety and the greatest volatility. Many solo bloggers are in it for fun, but may blog for self-promotional purposes, or even some profit.
So, what kind of team are you? Is our description accurate? Maybe you have never really thought about what kind of team you are, but it is actually quite important. Once we understood some of the unique needs that our team had, we were able to diagnose and fix the problems. This makes for better teams, and better blogs, in the long run.
CoSchedule is a marketing management platform that’s purpose-built for collaborative teams.
Start by inviting each team member to your company’s CoSchedule calendar:
Now, you’ll be able to assign team members to projects, and add tasks to team members within those projects:
Those projects are all easy to view on one calendar too, giving everyone on the team full visibility into what is being worked on, and who is doing what, and when:
Now is a good time to call attention to the Team Management Dashboard one more time, too.
It makes it simple to get a closer look into each individual team member’s workloads.
Here’s a second look at how it works:
Keeping organized serves the goal of keeping productive.
Team Performance Reports help prove your marketers are getting it done.
Click into the Analytics tab:
Then, find Team Performance Reports:
Now, you can see exactly what percentage of tasks each team member is completing on time:
Looking for more resources on building and managing teams? Here are some quick links to more posts you might find useful:
Big things start small. Even effective marketing departments. Equipped with the right knowledge and a scalable process for starting from one hire, and building all the way up to a full-fledged multi-team department though, you’ll be able to mature your marketing alongside your business.
Plan content and automate publishing to save tons of time now.
Start your 14-day trial to get organized with CoSchedule today.