article | November 20, 2014
Do You Have the Best Marketing Team in Place?
Do you have the best marketing team in place for a successful year? Each year, B2B CMO’s are being asked to contribute more to the revenue goal. This can’t happen if the marketing team is complacent with a mediocre marketing strategy. Your success is directly related to your marketing strategy and your team.
SBI’s research shows only 29% of marketing leaders have a comprehensive marketing strategy. These 29% have contributed significantly to their company’s revenue goal. What is common in their marketing strategy is outlined in the report here. It’s called, “How to Increase Marketing’s Contribution to 2015 Revenue“. The outline contains 6 major steps to building a comprehensive marketing strategy.
I recently wrote about the 4th step called “Org” in the report. This describes how to organize the optimal marketing department structure. It will give you a good understanding on how to build your marketing organization. A key component is assessing your team. Specifically, how do you assess talent to ensure you have ‘A’ players in each role? The answer is:
When you have completed the assessments, it’s common to have open spots. This happens when you don’t have a role and no staff members who fit that role. Also, you may have legacy team members who are assessed and don’t fit any role. Next, determine if those without spots have the ability to obtain the skills required. If they don’t, you need to bring in new marketing talent. To help you get started, below are 15 examples of individual marketing competencies. Use these to help build your list of competencies for each role.
After completing assessments, you should have a clear understanding of the team. Map out your potential gaps on the organization chart. This will show if additional expertise is required. Also, it shows if you need to create individual development plans for team members. Spend time now to ensure you have the best marketing team for the New Year.