Eva Wislow
Eva Wislow 3 April 2017

How to Build a Marketing Team You Can Be Proud Of

Nowadays, putting together a high-performing and result-driving marketing team is a key element for your business growth. We have put together a list of 5 key players of your ideal marketing team.

These days, you will find plenty of advice online on anything that has to do with marketing, and that includes how to assemble a successful marketing team. The trouble is, there is so much information out there, often conflicting, it's hard to make out what's right and what's wrong. The truth is, there is not just one right way of putting together your team marketing superstars, according to Tim Norton, who is a CMO for CareersBooster:

"Since marketing is getting increasingly complex nowadays, you will need to hire several different people, each of them an expert in their own field, which are familiar with all the nuts and bolts. You can no longer do it yourself."

We have put together a list containing 5 key players your ideal marketing team should have in order to produce optimal results. Keep on reading to find out more.

1. Marketing Director - Point Guard

In basketball, it is the point guard that is the player-coach on the court, pulling all the strings. It is exactly the same with your Chief Marketing Officer, Director of Digital Marketing, or whatever they prefer to be called. They need to embody all the qualities of a good leader, which means the ability to work under pressure, as well as having an entrepreneurial spirit, being capable of setting achievable goals and making intelligent decisions. Also, apart from being able to lead a team of people and to allocate resources to where they are most needed, they need to be able to roll up their sleeves if the opportunity requires it.

2. Content Creator - Shooting Guard

Content is king” is the second most common phrase in marketing. The most the common would be that content is no longer king. However, thanks to Google’s last update, the former statement is still true, which means that you also need to have a capable content creator on your team, or more precisely, a writer. Everything is centered around content, just like everything is centered around scoring more points than your opponent, which makes your writer a true shooting guard. They should be able to write content for your blog, website, social media outlets, ebooks, as well as write for PR and advertising purposes.

3. Website Runner - Forward

Ideally, you would also need someone who is capable of designing your website, and do all the necessary development. Since your website is the face of your business, it would be best if you could have someone like this on your team, instead of outsourcing something so important to a person you’ve never even seen. Just like a forward is there to provide a connection between the frontcourt and backcourt, your website runner is there to handle both the front-end and the back-end. They are rare beasts, but you shouldn’t give up on finding one.

4. Analytics and Data Expert - Power Forward

Nearly all aspects of marketing these days are driven by data, and thanks to Google Analytics and similar tools, you can finally focus your marketing efforts to where they are most needed, and see what works and what doesn’t work. Your analytics experts should be able to keep track of all the crucial data, and provide all the other members of your team with that information for the purpose of setting goals and predictions. It’s hard work which doesn’t necessarily receive accolades, just like all those rebounds made by power forwards, which are just as important as points.

5. Search Wizard - Center

Since content is still king, that also means that SEO is still as important as ever. Your search experts need to do all the heavy lifting nobody else like doing, similar to the role of a center - keeping track of all the trends and development when it comes to search algorithms, Google updates, as well as the most relevant keywords you need to target. Their research is what will help your website climb up the ranks, and stay there.


Once you have assembled your starting five, you will be capable of putting all of your ideas into practice and, as a result, see your marketing strategy work like a charm. In the end, every team is only as good as its players.


Kevin Adema
Kevin Adema

Interesting metaphor re: Basketball. Would love your thoughts on just like the game of basketball has changed between Jordan and LeBron, so too has marketing "game" evolved (because of digital). The strategic leadership (coach) role is now also different. Dr. Marty Durden did a fascinating study on this; it's covered in the article: What Businesses can learn from Basketball camps...
Again, would love your opinion on the "coaching" requirements for digital excellence.

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