Your Marketing People
Marketing in 2018 and beyond is very different to what it was 10 years ago. A great CMO (Chief Marketing Officer), Marketing Manager or Head of Marketing is now more like a CIO (Chief Information Officer).
Here’s an overview of where marketing roles are at today and you can check out the free ‘recruiting marketing people’ workbook for tips on how to find them.
You may be asking yourself now ...
- What types of marketers will we need?
- What responsibilities and tasks do they need to do?
- How do I recruit a great marketer?
- What characterizes a marketing leader?
- How do we create great marketing team culture?
We've got you covered, so keep on reading!
Should We Hire a Marketer? And/or Should We Outsource Marketing?
Are you seeking some stellar sales growth, or to get your brand on the tip of every one’s tongue? If your answer is yes, then the answer is yes! If there’s a gap in your current team’s capability to deliver this, then it’s time to either buddy up with a super crew of outsourced marketers, or find one to join the ranks. It’s totally your call if you hire someone in house, or outsource the tasks, our word to the wise is to consider who will manage the outsourced team, if there’s room to do so, go for it, otherwise, an in-house marketing exec can add a tonne of value and as you grow, they can be the point person for any contractors and agencies you on-board, or lead a team if that’s the path. See below for hot tips on how to recruit a marketing magician.
What Type of Marketer Should We Hire?
Sales and marketing hires are often the first ones made by business owners and founders, and they can be costly hires. Someone who's a star performer in one business/culture may not shine in a startup or a medium sized business if they’ve excelled as an owner/operator, or inside big business, and someone with a stellar degree may not have the hands-on skills needed in a resource-lean startup. As there's no one right answer here, we suggest a bit of time invested in-house first to know the following:
- What do you actually want the person to do/achieve?
- What competencies do they need to have, to do so?
- What are the other competencies you want them to have to fly in your business?
Our research shows that unless the owner/founder or recruiter has experience in sales and marketing, it’s even harder as we don't know what we don't know! So to help, we've developed a few free workbooks to help startups shape their thinking
If you know what you want, you’ve got the best chance of getting it
If you’re in the early days of growth, you may need a marketer that can be strategic and hands-on, or a superstar acquisition marketer who is all about lead gen. Or someone to steady the ship, set the direction, and manage a team of outsourced experts. Knowing where you’re at and what you actually need this role to deliver, and how they’ll spend their days, is crucial.
Hiring a strategy star when you actually need them to spend 90% of their time writing copy will cost you a fortune as they’re disengaged, that can impact the rest of the crew, quality can be low and you’re back to square one.
We know you know this so will leave the scary red flag stuff out for now. Instead, focus your time now on what you do want. The outcomes you need them to deliver, how you will measure them, how they will spend their time, what budget they’ll work with. Make it crystal clear what you need from them, then you will know when you’ve found them.
It can be easy to read cool content and throw out the latest buzz words, so take time to meet with candidates and gather real evidence of their know-how (do-how? Is this a thing?), and you’re well on your way to getting the results you want.
What Characterises Marketing Leadership?
Let’s look at Marketing Leadership from a ‘role’ perspective – the lend where we're looking at how to lead the team or the business in their marketing efforts.
Thomas Barta is a smart dude. We fully endorse his research, the fact base, and the insight from this, and wanted to share the gems of wisdom with y'all.
- Marketing leadership is about mobilizing the organization internally so that it keeps improving, innovating, adapting, and delivering, while externally focusing relentlessly on customer needs.
- Our research shows that leaders who apply this dual leadership focus achieve more business impact and career success.
- In our research, among those marketing leaders who mostly focused on customer needs and technical marketing skills, 35% said they had a successful career and 67% believed they created high business impact. But among those who focused on both customer and company needs—with good internal mobilizing skills as well as technical marketing skills—65% said they had successful careers and 93% believed they created high business impact.
- The key to long-term business performance is profitably meeting customers’ needs better than the competition—day after day.
Team culture flows throughout your organisation, and through to your customers. It is seen, heard and felt by anyone who ‘touches’ your business. Being clear on the culture you’re wanting helps find the crew that live, work and play authentically and in alignment with what you need.
Culture happens. Culture happens whether you like it or not. It can develop it’s own life and style easily, often starting with the founder’s view, vision and ethos, and growing and moulding inline with the individuals in the team and their views. This may not be quite what you’re looking for.
To get the best possible culture, kinda like the best ever gluten free, vegan chocolate cake, you have to get the right ingredients.
GOOD TEAM CULTURE
There are shared, team based goals.
Individuals are empowered and understand how what they do contributes to the bigger picture.
Everyone has clarity of what’s expected of them and the tools to do it.
Walking the talk about customer focus or customer centricity.
Clearly showing that good ideas win (not those of the highest paid person in the room).
A team that buys into the saying ‘no one will help you but no one will stop you’ – a crew of people taking ownership is unstoppable.
What is culture though?
We've had a crack at codifying this. Culture is …
- Culture is consistent, observable patterns of behaviour in organizations. (HBR)
- Creates social ‘norms’
- The force that shapes what gets done, why they get done and how they get done
- A story, usually understand but hard to describe (often just described as ‘good’ or ‘bad’)
- Influenced by ‘rewards’ – what gets measured and acknowledged
- Shaped by the space where work happens and style of work
Now you know what it is and the elements that influence it - craft a plan to keep or create the awesome culture you need.