Change and the Marketing Team
Marketing leadership is changing more than ever. The roles and responsibilities of the marketing team have expanded. Everyone is being asked to do more, sometimes with less, sometimes with much more — which presents its own management issues.
This month, we delve into the issues essential to leading your marketing team. To set the base line, our cover story includes a slice of the results from our recent marketing leadership survey. You can find the full report, “The State of Marketing Leadership 2018,” in our Resource Library. We fit as many of the insights as we could into this story, and they show just how extreme change has been in the marketing role.
In fact, out of 11 different marketing skill areas, the majority of our readers report there’s been a significant increase in responsibility in all but one. And none of those areas saw more than 10 percent of our audience report any decrease in responsibility.
What’s worse, at the end of the day, many of our readers reported that there is net dissatisfaction with the performance of their marketing, and they feel like they’re behind where they should be.
How do you lead in that environment?
Marketing Leadership Is Change Leadership
For starters, you need to recognize that digital transformation starts in the marketing department, and choose to be a leader of that change. Marketing leaders can’t count on what’s worked in the past or trust their comfort zones to stay safe.
After that, you need to embrace team management principals that will allow you to get more flexible without grinding your staff to dust. Project management, sometimes in the form of “Marketing Operations,” is essential. We break down some of the tools of effective project management, and top tips for avoiding team burnout.
And finally, it’s time to embrace a wider role in the business. Marketers are accountable not just to brand metrics anymore, but to business success and driving change as a whole. If you take that challenge and run with it, great things can happen.