What makes a good marketing team? 4 key characteristics for high-performance

The very best teams have a clear understanding of what they’re trying to achieve. The right people are in place to maintain the drive to get stuff done. These are pre-requisites for any successful team. But when it comes to marketing, things get complicated. 

So what makes a good marketing team? Whether you have one marketeer or twenty, read on for 4 top team tips.

Marketing Team Roles

The marketing team is responsible for growing the business and improving the bottom line through the creation of compelling content, targeted advertising and utilising social media platforms. Specific roles within a marketing team vary, but for larger marketing teams they could include:

  • The Marketing Lead is responsible for directing the team. As well as identifying problems early on, these people are required to set goals, monitor progress and encourage employees.
  • Content Creators, Designers and Developers. These people get their hands dirty to produce eBooks, infographics, presentations and videos which help to attract and engage the right audience.
  • Performance Marketers are responsible for getting the necessary approvals before starting an advertising campaign. They work with Google Adwords, Facebook Ads and social-media platforms to promote the business in the most cost-effective manner possible.
  • Social Media Managers are responsible for managing social media platforms including but not limited to YouTube, Instagram, Twitter, Snapchat etc. They build communities, attract new followers and share brand content.
  • PR/Communications Specialists are responsible for reaching out to prospects when the opportunity arises. They may also be required to monitor social media channels in order to keep track of customer activity and sentiment.
  • Data analysts,who monitor campaigns metrics and report on their progress in terms of clicks, likes, shares and conversions. They also provide insights into how users are interacting with the brand.

Marketing teams within start-ups will generally be smaller and less specialised than this. With the marketing lead or marketing managers having to combine several of these functions into one. Typical roles and job titles could include:

  • Digital marketing managers who oversee PPC and SEO campaigns
  • Marketing coordinators or executives combine multiple responsibilities such as handling email marketing, social media and other business development activities. They work to align internal and external functions and ensure marketing projects and campaigns run as smoothly as possible.
  • Content strategists work as the bridge between the business and creative functions of marketing by crafting a unified content and sales strategy to draw new customers into the business. This may include everything from email cadences and campaigns to social media calendars and webinar organising.
  • Growth marketers are tasked with implementing and quickly testing innovative new strategies to bring qualified leads into a business. This could include guerrilla marketing, influencer marketing or paid advertising

4 Irreplaceable characteristics of high-performing marketing teams

Regardless of the roles, shape and composition of a marketing team. There is four key characteristics that are critical to accelerating online growth.

1) Intense Customer Focus

A company that wants to scale should revolve around what the customer wants. High-performance marketing teams focus on understanding who their audience is, where they can be found and what they want from the business. This information will inform every decision the team make while working on a project; from choosing a typeface, to choosing the right timing for ads, both paid and organic. This also results in a massive need for sales : marketing communication in terms of knowing your customer; Only 46% of marketers describe their sales and content marketing teams as well-aligned. That means 54% of companies are relying on sales and content teams with too much tension between them and not enough cooperation. 

2) Driven by data

A big part of a marketer’s job is testing, measuring and understanding results. The right data can give insights into how customers interact with products, services and marketing material. This information will help the team to determine what works and what doesn’t for the audience in question on both a short and long-term basis. Understanding metric insights is key in sales too. If the marketing team is creating materials with key competitor insights, clients are more likely to trust the business. This is key to the ‘insight selling’ model.

3) Adapt and change

Good marketing teams are always looking to learn new things, adapt to change and evolve their strategies based on success. They don’t get stuck in a rut with ideas that no longer work, but rather they continue to grow and develop based on metrics and wins. They are constantly looking to be early-adopters in the next key trend, or indeed to pioneer new movements with a creative spark, which leads us on nicely…

4) Strong creativity and authenticity

Good marketing teams know that creativity and authenticity is key. The best way to engage an audience is by producing content that is authentic and creative in equal measure, rather than churning out regurgitated marketing material just for the sake of it. Marketing campaigns might lack a big budget but should make up for it in creativity.


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