Understatement of the day #1: It is difficult to build a strong digital marketing team. It’s not necessarily difficult to fill roles or hire quickly, but making your team coalesce and become genuinely effective, fun, and profitable is a huge challenge.
Understatement of the day #2: The World Wide Web (remember when we use to call it that?) has dramatically changed our world and our lives. The public-facing web is less than 10,000 days old! Way back in the 1990’s we called our digital teams, “interactive” and they largely consisted of a young male in his underwear working from his parent’s basement. Not very complicated. Fast forward to today—we staff digital teams that contain more than 20 different roles! In response to the growth of the web, multifaceted digital departments are evolving in the same manner the Internet has evolved—stupendously.
Understatement of the day #3: In addition to rapid and astounding size growth, the dimensional growth of the web is extraordinary. It’s difficult to keep up with tools and apps available in the digital realm. They come at you faster than the rate of Microsoft patches!
Understatement of the day #4 Legacy thinking strangles digital success. Traditional marketers struggle with the structure and discipline needed for the delivery of on-time and on-budget digital marketing services. PR companies struggle with the “dialogue” nature of social media, as well as the application of brand and creativity to digital initiatives. Advertising companies struggle with creative boundaries and project management. And almost everyone struggles with the application of the analytics used for insightful action and financial accountability.
Owning, building, and selling a successful digital marketing company taught us a host of valuable lessons. Subsequently going through a merger and acquisition, as a result of selling a digital marketing firm, taught us even more. We’ve had the privilege of helping dozens of organizations properly build and staff their digital and integrated teams. The collaborative nature of staffing got us out of our bubble, forced a period of accelerated and concentrated learning, and has given us an extraordinary view into the process of building digital teams. To help our clients, we developed the Four P’s of Building Successful Digital Marketing Teams. We want to pass this knowledge on to you.
The Four P’s are: Process, Platforms, People, and Planning. (We like Four P’s-check out this post where we break down the Four P’s of Cultural Fit.)
Getting the Four P’s right is critical for digital success. In the coming weeks, we will dive into each of the Four P’s of Building a Digital Marketing Team. We will give you the common failures of each area, and the critical questions you should ask yourself to get to actionable, measurable results. We will also share our gap analysis tool. We created the gap analysis tool to help teams determine how to most quickly improve performance (in teams and individuals) and we have found that when this tool is properly applied, it yields amazing results.
What’s is the best tool you have used to build your digital team? We love to hear from our readers. Leave a comment!