Traditional vs modern marketing team
Today’s marketing team needs a mix of creativity and technology to thrive. Balancing traditional marketing teams: branding, communications - creative skills-based, with marketing tech teams: automation, analytics - data and tech-focused skills is key. Customers demand great experiences delivered with personality.
Even major agencies are changing the way they operate to accommodate the new skills under one roof. Creative J. Walter Thompson has buddied up with direct marketing agency to form the brand-new joint shop: Wunderman Thompson.
The same is true a CMO level. CMOs need a solid tech understanding - 81% feel martech skills are important for CMOs. To be expected, as nearly a third of the marketing budgets are spent on martech.
People means partners too
Consultancy partners are also a vital part of your People & Teams stage. They support your planning development, ensure you can drive the pace of your projects, platform adoption and maturity. Plus, help build internal teams’ knowledge and skills.
You may want consultancy partner(s) covering areas such as:
- Marketing technology audit & strategy consultancy
- Martech program management
- Data modelling and architecture advisory and technical implementation
- Technical implementation and onboarding specialist platform (e.g. SalesForce, HubSpot, Adobe, Marketo) partner
- Platform managed services agency
However, watch out for consultancies who claim to be experts in everything. You’ll risk trading depth for breadth, look for those specialising in areas of expertise. Having multiple partners with defined areas of focus will make for a better approach.
Let’s get practical
These are the practical steps you should take for building out your marketing tech people.
- Audit your marketing team’s knowledge, skills sets & structure
- Explore what skills you need for the marketing tech stack you have / you’re developing
- Review marketing technology training programmes for upskilling
- Define the roles/functions you need that fill your knowledge and skill gaps
- Assess the merits of:
- In-house vs consultancy services
- Project requirements vs ongoing operational needs
- Immediate knowledge and skill requirements vs medium and long term
- Map out a resourcing plan
The impact of AI on your marketing team
You also need to be aware of the impact of AI on your team. Artificial intelligence and machine learning are revolutionising the way many businesses work, and this is only set to accelerate. AI is going to remove some marketing jobs and reshape others. Gartner predicts 40% of specialised mobile and social jobs will either be absorbed by marketing generalist roles or become absorbed by automation.
It has also forecast that the most likely trend will be the growth of the ‘Fat T’ – a new generation of marketing generalists with a wide skill set and multiple areas of deep expertise. They’re going to be highly sought after so the HR hunt starts now.