Get clear on who is accountable for marketing, how to set them up for success, and how to maintain accountability as marketing needs evolve.
During marketing team meetings, it often feels like you’re talking in circles because nobody is on the same page.
At least one member of your marketing team got hired to do one thing, but over time their role has evolved into something completely different.
Marketing ideas and opportunities often fail to get off the ground because it’s unclear who has the skillset, time, or expertise to move forward.
Marketing priorities feel more reactive than goal-oriented. Everyone is too busy putting out fires and looking for easy wins to think big-picture.
You know your marketing team needs more support in order to reach your goals, but you’re not sure which skills to hire for or how to find the right fit.
Your marketing team often has miscommunications about who is responsible for what, or who makes the final decision in situations where team members disagree.
Behind every successful marketing outcome is a strong leader and an accountable team, driving initiatives forward like a well-oiled machine.
It’s important to not only have the right people on your marketing team, but also to ensure each player has what they need to reach their full potential. To develop a high-functioning, accountable marketing team, each member needs to be clear on their role and how it fits into the bigger picture, what they’re expected to focus on, and what success looks like.
Strong marketing leadership requires a balance of strategic vision, operational competence, and tactical expertise.
If you’re a business leader who’s confident you’ve found the right person to lead marketing, make sure to give them the trust, support, and resources they need to do their job effectively. And if you’re not confident the person leading your marketing is right for the job? Get clear on what kind of leader you are looking for – then go find them.
Successful marketing requires exceptional productivity, creativity, and collaboration amongst team members. When there is misalignment or ambiguity surrounded what each role is accountable for, the team wastes valuable energy negotiating responsibilities and protecting turf.
On the other hand, when responsibilities and expectations for each role are crystal-clear, team members feel confident and valued for their unique contributions.
Reaching a major marketing goal is like scoring a touchdown – to pull it off, you need the right players placed in the right spots, each one ready and able to make their contribution to the winning play.
Every marketing team is different, and the structure, roles, and titles on your team will likely evolve over time. It’s a good idea to revisit your marketing team structure and accountability chart regularly to ensure you’re still on track.
Hiring the right marketing leader – and setting them up for success – is often easier said then done. If you’re a business leader who has yet to find the right person to lead your marketing efforts, this in-depth guide from our friends at Authentic Brand is a must-read.
Even the most experienced, talented marketing leader can’t do it all on their own – and saddling them with unrealistic expectations is sure to backfire. If your marketing department hasn’t delivered the outcomes you want, be sure your marketing leader has the support they need to live up to their full potential.
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