Building a truly great marketing team is a process that will yield a payoff that will continue to deliver for years to come. But most CMOs who have achieved this milestone will tell you that the process takes time, often unfolding in several phases before a winning team is in place.
Regardless of your company’s size and focus, you definitely need one person at the helm to oversee day to day operations. But in order to truly thrive, you should focus on filling five unique marketing roles who will propel your organization to the next level of success. Below is a look at each of these key positions and the critical role they play on your marketing team.
Role 1: The Strategist
In many ways, a great marketing strategist is much like a captivating opening paragraph of a news story. Just as the lead paragraph is the most important part of the story, a strategist fills the most important role on your marketing team. Strategists wear many hats with ease because they understand virtually every key element of the marketing process. From technology to design, strategists know what initiatives to use to excite your customers.
A seasoned pro who will build a plan that reflects the big picture
Given their breadth of knowledge and experience, marketing strategists are not easy to find. You can expect the interview process to take time, with multiple interviews often required to separate the true contenders from the pretenders. As you interview candidates, you will discover that many people who consider themselves to be strategists come up short in their ability to see the big picture and build a plan that drives sales and profitability.
Look for a visionary with a scientific mind
While the hiring process may prove to be a challenge, you will be rewarded for your patience and discretion. As a visionary with a scientific mind, a talented marketing strategist can have a massive impact on your company. They should be given plenty of leeway to develop new ways to market your organization.
Role 2: The Project Manager
“A Marketing Project Manager is a Project Manager who specializes in planning, managing and executing projects related to marketing campaigns. They are responsible for turning the strategist’s vision into reality.” – JobHero
Once you have an accomplished strategist at the helm of your marketing team, you can focus your efforts on filling the role of project manager. Whereas strategists tend to view marketing initiatives through a “big picture lens,” project managers focus on individual tasks and campaigns. They are also skilled in implementing systems that can be used to centralize and track all marketing campaign activities.
An essential role, even for smaller organizations
Even if your team is still relatively small, this role is critical because it helps your organization stay on track with deadlines and deliverables. But even more important, a competent project manager can begin to take tasks off your strategist’s plate. This prevents your strategist from getting bogged down, allowing them to focus on developing new ideas for your company.
Role 3: The Technician
As organizations grow and expands their scope, there is usually an increased reliance on tech platforms that comprise your marketing system. Examples include CRM systems such as Salesforce and Acumatica; payment platforms such as Paypal and Stripe; and accounting platforms such as Sage. In an ideal world all of your systems would sync together perfectly. But unfortunately, this is often not the case.
A technical thinking expert who will integrate your platforms
Unlike big picture strategists and task-oriented project managers, technicians think about marketing activities in terms of platforms. They have a natural ability to understand how your various tech platforms can sync together to boost your efficiency. Also, they can take the creative work prepared by the strategist and project manager and put the wheels in motion from a technical standpoint.
Role 4: The Designer
“A marketing designer creates illustrations and digital images. He or she also develops presentations for companies and businesses to market and promote their goods and services to the public. Marketing designers use different typography, composition, color and visual identity design to create these marketing tools and promote a company’s business.” – Study.com
A marketing designer is responsible for creating the visual assets that span the entirety of your company. They create visual imagery using platforms such as Adobe Photoshop, Canva, Sketch, and InVision. They have a keen eye for aesthetics and can transform the appearance and flow of your website to improve the customer experience.
Role 5: The Copywriter
A copywriter handles some of the most fundamental aspects of your marketing campaigns. For example, copywriters determine the words, phrases, subject lines, and content that appears on your website and marketing materials. Most importantly, they are experts at developing and testing headlines to ensure that your content resonates with your target audience.
The role of a freelance copywriter
Smaller organizations and companies that are in between stages may opt to outsource their copywriting projects. Using an agency or freelancer is especially advantageous to organizations that may not currently require a full-time copywriter. Many freelancers are extremely skilled, and seeking their services enables your strategist to turn their focus back to creating innovative initiatives that will drive profits.
Future Directions for Your Marketing Team
While assembling a stellar marketing team is definitely a step in the right direction, your work is far from over. As your organization continues to grow, you must continually assess your team to ensure that people are functioning well in their individual roles and seamlessly as a team. Opportunities for improvement could signal a need for you to restructure one or more roles to accommodate team members’ strengths and weaknesses.
Finally, you may wish to consider adding other specialized roles down the road. Examples include video editors, social media coordinators, and HubSpot specialists. The direction you take should always reflect your company’s marketing objectives and sales goals.
The single best way to learn more about building a five-star marketing team is to reach out to a proven marketing strategist. As the only conversion optimization agency that combines the scientific method with cutting-edge brain research, Vivid Labs uses proven strategies to deliver marketing excellence. We look forward to arming you with the tools you need for your company to thrive!