Editor's Note: People Make the Marketing
None of them can do squat without the right people using them.
We focus so much on the new tech in marketing that sometimes we forget the hands and minds who use them. Great marketing teams aren’t made of clouds, bots and sequences, they’re made of brains, heart and dedication.
Steel is nothing compared to the hand that wields it.
(Points if you recognize where that line comes from.)
So in our March/April issue, we’re looking at what it takes to build a great marketing team. That includes the roles you need to fill; the money they make; how to manage them; how to be a marketing MVP yourself; and how a leading marketer, Under Armour, is overhauling its own team to achieve the kind of greatness you see from the athletes wearing its products.
Half of this issue is dedicated to those topics, and that’s because building the team is the most important thing marketing leaders do.
Today’s marketing is not about a genius Don Draper coming up with the ultimate expression of a brand’s promise. It’s about ROI and LTV. It’s about understanding your customers on a personal level at a scale of millions. It’s about being able to distinguish the digital footprints of people who want Thing-X from people who want Thing-Y and building a system to make sure they both see exactly what they want.
And each of those things comes from the people using your marketing tools, building your strategies and telling your stories.
It's time to assemble the right team for that job.