If you’re reading this, one or more of the following describes you:

• You just got hired as the head of marketing in your company
• You’re trying to figure out how to build a team to execute your strategy
• Your team is not working as a well-oiled machine

I understand how you feel because some years ago, that was me.

But don’t worry. In this guide, I’ll walk you through how to build a successful marketing team. One that will help you execute your marketing strategy and give you confidence in board meetings.

Why should you listen to me?

As the VP of marketing at Telebu for over 10 years in different capacities, I’ve succeeded in building a marketing team that helped me achieve business numbers. And allowed me to sleep peacefully, knowing all was working well. 

So, as I share how I achieved all this, you can benefit from my experience and learn:

• How to hire the right people
• How to manage those you hire
• How to balance the analytical vs creativity
• How to build a thriving team spirit and culture

Let’s dive in!

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This guide is adapted from an expert section I had with Shirlyn Njeri, a content specialist in our marketing team. You can watch the video if you don’t feel like reading. 

What qualities should you look for when hiring? 

At times, it takes a village – or, in our case, a combined effort of all departments in our organisations – to execute a marketing strategy. 

That is where hiring people into your team comes in. But, when hiring, do not make the mistake most marketers make. 

You’ll understand what I mean soon.

When hiring, consider these three things:

• Knowledge
• Skills
• Character (attitude)

Let me explain what I mean.

As the head of marketing, your job is not to know everything. But you need to achieve the desired goals. That is why you hire people who demonstrate expertise in their fields. 

But it doesn’t end there. And this is the mistake I was talking about earlier. 

Beyond expertise, I always seek compassion, honesty, and empathy as the primary character qualities in prospective candidates when hiring.

Why do I need this – you may ask.

Let me use this example to answer this question. 

To succeed with content marketing, it isn’t enough for your SEO professionals to know how to search and cluster keywords. 

They must be able to communicate their ideas with the content writers, collaborate with them, and provide them with constant caring support.

Skills are essential, but a person’s character defines how they will integrate and contribute to the team’s success.

How do individual talents help to create a successful team?

Think of a marketing team as your car engine. Every part has its role, right?  

But here’s where many fall into a common trap – assuming that just any part can fit into any role. 

Spoiler alert. That approach rarely works out well. 

But why, you may ask? Hold that thought – we’re getting to it.

From my years in marketing, I’ve seen that individual talent is the secret to a team’s success. 

It’s not just about having a group of intelligent people. It’s about having the right smart people whose skills, creativity, and drive complement each other. 

And how do you achieve that?

Here’s where the principle “Give a man a fish, and you feed him for a day; teach a man to fish, and you feed him for a lifetime” becomes crucial.

What truly transforms a group of skilled individuals into a powerhouse team is the continuous investment in nurturing their talents.

At Telebu, we’ve learned that investing in growth through development opportunities creates a skilled, highly engaged, and loyal team. 

But here’s the kicker. 

Crafting a winning team isn’t just about spotting someone with the right skills for today. It’s about peering into the future and recognising their potential to learn, adapt, and flourish. 

When I interview candidates for my team, I decide whether to hire the candidate based on all these.

Let’s draw the curtain on this one. 

When we talk about finding the ‘right person,’ we’re talking about looking beyond what meets the eye. It’s about seeing beyond the resume and imagining what that person could become with the proper nourishment and opportunities.

This approach has worked wonders for us. In fact, many team members, including myself, have grown significantly within Telebu. 

We’ve cultivated a team of talented individuals who constantly push themselves and each other to reach new heights.

Explore Head-2-Head Guide: The Best 9 WhatsApp Marketing Software

So, the next time you’re looking for someone to join your team, remember potential and a growth mindset are just as important as raw talent.

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How do you balance creative and analytical skills in your team?

Have you ever found yourself scratching your head, wondering how to get your team’s creative geniuses and critical-thinking wizards to play nice together? 

It’s a common headache for many of us in the marketing world, almost like trying to mix oil with water.

What if I told you that blending these seemingly opposite skills is the secret to your next groundbreaking campaign?

Now, you might be thinking, “Easier said than done, right?”

The problem often lies in not knowing how to appreciate and use the strengths of both sides. I’ve seen team leads leaning too heavily on data and underestimating the power of creativity time and again. 

It’s a classic mistake. And it can lead to marketing that, while technically flawless, lacks the soul to engage your audience truly.

So, what’s the key to avoiding this pitfall? 

Let me share what I’ve learned from my bumps on the marketing battlefield. 

It’s all about creating an environment where creativity and being analytical are not at odds but are seen as two sides of the same coin. Think of it as a “right brain meets left brain” scenario. 

Now, let’s break it down with an example.

Imagine launching a new product. Your analytical team dives into the data, crunching numbers to predict your potential buyers’ who, when, and where. 

Valuable? Absolutely. 

But without that creative storyline that transforms those cold, hard facts into a narrative that tugs at the heartstrings of your audience, your product is just another item on the shelf.

So, how do you achieve this elusive harmony? 

Start by encouraging open dialogue between your creative and analytical team members. I would like to initiate campaign planning with a brainstorming session in which we hear everyone’s voices.

You’d be surprised how often a data-driven suggestion sparks a creative idea or concept, leading to a new analytical approach.

Ultimately, balancing creative talent and analytical skills is about more than coexisting. It’s about creating a culture where each side appreciates and learns from the other. 

How do you foster cross-functional collaboration?

I’ve learned a lot from watching my nephews navigate their playground squabbles. It turns out that letting them work things out themselves builds stronger bonds than swooping in with a solution.

That’s the same approach I take at Telebu Communications. 

We have a flat structure so that everyone can talk to anyone, and no permission is needed. 

We believe in open communication, not just for projects, but for building a community of respect and understanding.

Think of it like setting the stage for a play. You provide the props and the script, but the actors bring it to life. It’s about offering support while letting your team shine and collaborate authentically. 

Also check: 25 Best Customer Service Tools For Small Businesses

So, ditch the hierarchy and watch your team become the marketing dream team you’ve always envisioned.

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What is the best way to train your marketing team?

At Telebu Communications, apart from a set of documentation that lays out the bare minimum requirement from our team, we’ve taken a path less travelled in how we equip our marketing team for success.

You might be wondering, “What sets our approach apart?” 

Traditional training programs often follow a structured, one-size-fits-all curriculum, which may not cater to each team member’s needs and growth trajectories. 

That’s where we diverge.

Instead of laying down a fixed set of courses for everyone to follow, we place the power of learning into our team members’ hands. This means allowing each person the liberty to chase their professional development dreams.

It’s an approach born from the realisation that everyone learns differently. By fostering an environment where everyone can craft their learning journey, we address the unique requirements of their roles and personal growth objectives.

Think of it like this.

You know your career goals and challenges better than anyone. So, shouldn’t you have a say in how you develop the skills you need? We believe you do.

Here’s how this works in practice. 

Imagine a team where every day is an opportunity to learn something new. However, this is not done through mandatory training sessions but through shared experiences, insights, and a culture that prizes knowledge exchange. 

It’s about making learning a part of our daily routine, ensuring everyone is prepared for their current roles and evolving for what’s next.

This philosophy doesn’t just support individual growth. It’s the engine that drives our collective marketing success. When team members feel empowered and supported in personal development, they’re more engaged, innovative, and committed to our common goals.

So, what does this mean for you?

If you want to shake up your team’s training routine, consider empowering them to take ownership of their learning. 

Think about how you can create a space where knowledge sharing thrives and watch your marketing efforts soar. 

What are some mistakes to avoid as a marketing team lead?

When I hear the word ‘mistakes’, three things immediately come to mind.

• Assuming more resources solves all problems
• Not addressing underlying issues
• Getting overwhelmed by immediate pressures

Let’s talk about each of them.

1. Assuming more resources solves all problems

You know how we sometimes think, “If a little is good, more must be great”?  

Well, I learned the hard way that just throwing more people or money at a problem doesn’t magically fix it.

2. Not addressing underlying issues

Transitioning from my first point, throwing resources at a problem is like putting a Band-Aid on a broken leg. It might seem to fix things temporarily, but it doesn’t address the root cause.

It can make things worse by creating inefficiencies and a lack of focus.

Identifying and solving these root causes ensures our efforts and resources are practical and efficient.

3. Getting overwhelmed by immediate pressures

Let’s be honest – the marketing world is fast-paced, and the pressure to hit targets can feel like a constant weight on our shoulders. 

It’s easy to get tunnel vision, laser-focused on the immediate numbers and deadlines.

Now that we’ve identified these common mistakes, let me show you how to avoid falling into these traps. 

Here’s what has worked for me.

The real turning point came when I started to take a step back to gain a broader perspective on challenges. 

I learnt that sometimes, slowing down is the fastest way forward. Taking a step back allows you to breathe, reassess the situation, and gain a broader perspective.

Instead of making decisions immediately, you can consult with colleagues, brainstorm solutions, and develop a thoughtful strategy. 

This can lead to more effective solutions and avoid the trap of making decisions based on immediate pressures rather than long-term goals.

Remember, strategic thinking and planning are your superpowers as a marketing leader. Don’t let the pressure to perform overshadow the importance of taking a step back and truly understanding your challenges.

But that’s not all.

The real game-changer came when I embraced reverse engineering solutions.

What do I mean by this?

Instead of throwing resources at the wall and hoping something would stick, I started by defining the desired outcome first. Then, we’d work backwards to determine the specific steps needed. 

This saved time and money and introduced a culture of critical thinking and collaboration within my team. 

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What are the challenges to expect in building successful marketing teams?

I see a lot of managers coming in with tons of marketing knowledge, but it’s all theoretical. 

They’ve aced all their online courses. 

But when it comes down to the nitty-gritty of marketing, the real deal—facing customers, understanding their desires, and crafting campaigns that speak to them —they’re at a bit of a loss.

This is a challenge you should prepare to combat.

This disconnect between theory and reality is what I experienced transitioning from psychology to marketing. The courses were fantastic, but they didn’t quite prepare me for the nitty-gritty of crafting campaigns.  

It’s one thing to understand marketing theories. But it’s another to apply them effectively. 

That’s the challenge closest to my heart – integrating education with the practical realities of marketing.

On the other hand, you can make another mistake that’s closely related to having experience. You may cling too much to your past successful experiences.

This “what worked then will work now” mindset can hinder embracing new ideas and adapting to the evolving marketing landscape. 

A great marketer stays curious and adapts to new trends and strategies. It’s about using experience to inform decisions while staying open to experimentation and change.

So, what’s the key to a winning team, you may ask? 

It’s finding that sweet spot of individuals with marketing knowledge who are also hungry to learn and adapt in this ever-changing field. It’s striking a balance between theoretical knowledge and real-world experience.

A challenge I faced building a successful marketing team

Let me share a tale that might sound familiar to you.

Initially, our hiring criteria were straightforward: 

• Have an impressive resume
• Show a prestigious background

However, we quickly encountered a glaring gap between what looked good on paper and what our consumer-driven market demanded. This realisation led us to shift our approach.

But there’s more to the story.

Our content strategy was another battlefield. We were knee-deep in traditional metrics, valuing quantity over engagement quality. This, too, needed a transformation.

The turning point came in two steps.

First off, we shook up our hiring process. Instead of just zooming in on technical skills and impressive resumes, we started looking for people who understood our consumers. 

We were on the hunt for:

• Adaptability
• Good cultural fit
• Genuine eagerness to understand our audience

It was a new ballgame, moving us away from the traditional checkboxes.

Simultaneously, we took decisive steps to revamp our content strategy. Engagement and shareability took the front seat. It wasn’t about filling up our channels anymore but sparking genuine conversations and building connections.

Also explore: How to Measure Your Customer Experience? Customer Experience Metrics And Measurement

We overcame our challenges by embracing flexibility, valuing genuine engagement, and aligning our team with our brand’s core values and mission. 

How do you balance innovation and efficiency?

Have you ever been stuck between a rock and a creative place? You know, that feeling where you have to choose between playing it safe and doing something totally new?

This is a struggle you may be facing right now.

For me, there’s no question. I’d always pick the team that’s not afraid to break the mould.  

Think about it.

The coolest marketing campaigns that leave a lasting impression rarely come from sticking to the tried-and-true. They take risks, experiment, and maybe even stumble along the way.

But here’s the thing.

Taking risks doesn’t mean throwing spaghetti at the wall and hoping it sticks. 

It’s about creating a space where creativity can flourish, where failure is seen as a learning experience, not a dead end. This kind of environment breeds innovation, and that’s the magic ingredient for long-term success.

At Telebu Communications, we believe in experimentation. 

Sure, it might sometimes mean a less predictable outcome, but that’s also where the biggest breakthroughs happen. We’ve seen firsthand how calculated risks and a learning culture have opened doors to new ways of reaching our audience.

So, the next time you’re faced with a marketing decision, ask yourself: are we just going through the motions or pushing the boundaries? Innovation isn’t just a cool buzzword. It’s the engine that drives growth and keeps your brand exciting.

How can you use content to empower your customers?

At our company, we ditch the salesy tactics and focus on something more powerful — customer empowerment through education.

Think about it.

Wouldn’t you trust a brand that helps you make informed decisions instead of pushing a product? We believe in creating content that educates, informs, and equips our audience with the knowledge they need to thrive.

Here’s the difference. 

Instead of bombarding you with “buy this now!” messages, we offer in-depth guides, helpful comparisons, and insightful articles. We want you to see us as a trusted resource, a partner in your journey, not just another flashy ad.

Building trust and transparency creates a space where you feel confident and empowered to make your best choices. No more second-guessing, no more buyer’s remorse. Just genuine information to guide you on the path to success.

So, the next time you research a product, ask yourself, “Is this content helping me learn, or is it just trying to sell me something?” 

Remember, empowered customers become loyal customers.

My parting shot

I’ll leave you with this. Enjoy what you do.

Because let’s be honest, life’s too short to spend your days on tasks that leave you feeling like a deflated balloon. When you’re passionate about your work, that enthusiasm translates into creativity, dedication, and killer results.

Otherwise, don’t do it because it wastes your precious time.

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Want to see more of my conversations like this? Check out my discussion with Shirlyn on how to manage a diverse remote marketing team.