How should a marketing team be structured to be effective today? I’ve been sharing my thoughts on this question over the last several weeks on this forum. This topic has clearly resonated with many people. I’ve received a lot of DMs and e-mail from individuals asking further questions or sharing their thoughts. I think this is because digital transformation, the pandemic and the needed focus on diversity & inclusion have been a catalyst for a renaissance of the marketing department within organizations.
I’ve written about the importance of technology, content, and marketing strategy skills being a part of the core marketing team. Last week I shared how essential it is for the core marketing team to effectively partner with external talent to augment its skill set.
Today, I want to address the final component of an effective marketing team: leadership. I left this topic for last because leadership sets the marketing culture and champions the company’s purpose and values. A leader enables people to play to their strengths which will drive forward innovation, foster effective communication between customers and the company and promote a culture where everyone feels respected and valued.
I’ve outlined my thoughts on leadership in the slides below. As always, happy to discuss with you.