The management of a marketing team, despite what many people think, is very similar to that of a commercial team in many ways.
Although the activities and characteristics of the members of each of these teams are totally different, the management of any company, when we talk about sales and marketing, goes through some essential points:
- Structuring and monitoring of key indicators ;
- Frequent coaching ;
- Open communication;
- Well-defined process;
Thinking about it and making an analogy with the SEO itself, a good marketing team needs its manager or the CMO (Chief Marketing Officer), if you prefer, to analyze and optimize each of its characteristics, in addition to knowing which task to give to each of its members, so that your company rises in the market rankings. 🙂
But how to make this happen? Pay attention to the tips below to understand how to get to the top of the ranking of companies that are great in marketing.
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- Define and publicize goals
- Know your team and explore its potential
- Learn to measure what each has done and what the group has achieved
- Provide support and training
- be fair and consistent
Define and publicize goals
One of the worst things in this world is doing something without understanding the purpose, isn’t it?
Therefore, a good marketing manager needs to understand, together with other members of the company’s management, what are their difficulties, expectations and plans for the future.
Only then will he be able to understand what the role of marketing will be in that period (of course, marketing has many functions that cannot go away, but defining a focus has always been the best way to prioritize efforts) and also make that happen to be clear to your team.
Therefore, this should be the first activity of any marketing manager: defining where I need to go and what I need to reach those goals. Some examples:
- Increase organic traffic? Producing more SEO-focused texts can be a good thing, in addition to co-marketing, for example.
- Convert more leads to base? Producing materials that need to be downloaded, such as ebooks, etc., can be a good thing in this case.
- Launch a new product? Investing in a content-to-the-basis strategy using a referral model and thinking of a paid ad strategy can be a path to initial BOOM.
And don’t forget: make this clear to the whole team!!!
Know your team and explore its potential
Knowing your team members is essential so you know when and how to allocate each one to a particular activity.
Think of a football coach. Did he think? He needs to understand the strengths and weaknesses of each of the players on the team and then create a strategy to fully exploit all the strengths of his players.
That’s exactly what a marketing manager (or anyone else) needs to know how to do.
Although many companies define marketing roles and functions differently, I particularly like to define a marketing area as being composed of the following members:
- Chief Marketing Officer (CMO): Responsible for defining the entire strategy of the marketing area, in addition to controlling KPIs and OPIs, in addition to the schedule, management and daily meetings.
- Communication: The person responsible for communication must manage all dissemination channels that the company has, from the blog, social media to Adwords/AdSense campaigns.
- Leads Strategy: Responsible for defining the entire lead capture and nutrition strategy, focusing on converting them to MQL.
Of course, this is a simplified division. When we talk about enterprises that have a strong branding strategy and that really need to reach multiple markets, these roles are even more segmented and the logic needs to be changed a little more.
Thinking about being more didactic, the segmentation above gives us a notion that marketing can be “divided” and the functions assigned to different people.
In general, people in marketing tend to be more communicative and like to do things on their own.
Other very important points are the following: these people need to have good writing, understand SEO very well, in addition to being resilient (the results, in this case, may take some time to appear) and love what they do.
Learn to measure what each has done and what the group has achieved
Another tip for managing a marketing team is knowing how to monitor and measure results.
The time to take action based on feelings is history, and now those who are not based on data are well lost.
After all, how can a person determine whether something is going right or wrong and even evolve a process if he doesn’t have a clear way to measure it?
To do this, define the main indicators to be monitored in the work carried out by the various team members.
In the case of those who take care of communication, for example, some of the indicators that must be monitored are the number of unique users, page views, sessions, bounce rate, social media reach, etc.
When we turn to the lead strategy part, some of the indicators that can be followed are the conversion rate of a landing page where an ebook was published, for example, the conversion rate of the various website entries, the conversion of leads in the various stages of a nutrition flow and the number of opportunities being obtained.
The job of the manager (CMO)? Keep track of all this and make sure things are going well!
It is worth remembering here that monitoring indicators is not everything… before charging, it is necessary to clarify what must be done and provide the means for people to achieve the results.
That’s why coaching is so important!
Provide support and training
Unless a marketing team has the extensive market experience and is very well organized, it will not sustain itself.
Therefore, in all other cases, it is the manager’s role to monitor, through indicators and constant coaching, how the team’s results have been progressing and provide the means for everyone to reach their maximum performance.
This coaching must be individual and focused on the difficulty of each team member.
Another very important point in this process is empowerment. Every manager has a ton of things to do that are more or less essential for the process to evolve.
One of the ways to minimize the part of the activities that do not generate as much value is through the empowerment of your team.
Only then will they be able to take responsibility for doing some activities that they are already tired of knowing, but which, out of habit, always looked to you for confirmation.
Remembering that, in the end, a win-win scenario will be built, making everyone reach higher and higher flights.
Be fair and consistent
One last point that applies to any manager in any area is the concept of justice.
Never favor one or another team member for parallel relationships. Be fair and set criteria for promotion, firing, rewards, etc., and follow those criteria to the letter.
By failing to do this, the team may end up thinking that no matter what work is being done, one or another member of the team will always benefit… and this can end up undermining the productivity of the entire team.
You don’t want to let that happen, do you?
In addition, I hope this text can help you better understand how to manage a marketing team and achieve the long-awaited 3-digit annual growth.
Of course, this is just a general perspective and needs to be adapted to each scenario, but when we look at the heart of the matter, this is the way to go.
And here, I bet you also have some management tips.