Building a Marketing Team

One thing separates extraordinary communicators and teams from the rest: candor. The courage to speak what’s really on your mind, to say what needs saying, even when it’s risky. Most people get this wrong. Here’s how to do it right: Picture this: You’re the boss, having a tough conversation with your team: You’re asking Mary to try something new and she resists. Your first instinct is to smooth things over or lean on authority. Don’t do that because that’s a trap. Teams that avoid hard conversations fail, not because of lack of skill, but because they protect comfort over results. The fix is to lean into candor and care enough to be honest. Try this: Before the conversation, remind yourself: I care about Mary’s success. I care about the team. I care too much not to say something. Then ask: → What’s not being said? → What obstacles might she be facing? → How can we find a solution that serves both of us? Now flip it: you’re the employee speaking up to your boss. High stakes. Nerves tight. What do you do? Ask yourself: “How will this help them? How will this move the team forward?” → Will it save time? → Make outcomes better? → Help the business win? Bring clarity, solutions, and courage. Leave complaints, silence, and friction behind. Here’s a recap: → Speaking up down the ladder? Care enough to be candid. → Speaking up up the ladder? Make it clear, useful, and grounded in shared success. Candor grows the more you practice it.

A hard truth about startup growth teams: Being on all sides of the table (operator → investor → board member → full-stack fractional CMO), I've noticed founders often build their growth teams backwards. The typical approach: - Hire specialists for each channel - Focus solely on marketing metrics - Create departmental walls - Chase "best practices" blindly Here's why this fails: - Burns cash 2-3x faster than you gain market understanding - Creates silos that kill early-stage agility - Forces premature channel commitments - Misaligns incentives (vanity metrics vs. real growth) What actually works: 1. Start with strategic alignment - Map company metrics to marketing activities - Build systems for cross-team collaboration - Create clear feedback loops between product and marketing - Focus on scalable processes over hasty campaigns 2. Hire a strategic generalist first - Look for someone who can craft strategy AND execute - Prioritise data-driven decision making over channel expertise - Find people who can teach and enable others - Value business acumen over marketing-only experience 3. Get the foundations right - Deep customer understanding before channel selection - Cross-functional collaboration (marketing + product + sales) - Data infrastructure for measuring true growth (not vanity metrics) - Clear stakeholder communication (drop the marketing jargon) After working with hundreds of startups, here's the truth I keep coming back to: The cost of fixing a poorly structured growth team is always higher than the time it takes to build it right. The most successful founders I work with focus on the bigger picture: Building teams that operate as scalable growth systems. How are you structuring your growth team for scale? ♻️ Found this helpful? Repost to share with your network. ⚡ Want more content like this? Hit follow Maya Moufarek.

Imagine an organisation where everyone speaks a different language. Confusion reigns, deadlines are missed, and the project suffers. Effective communication is crucial for building a successful team, just as it is in constructing a solid structure. This brings to mind my experiences with "Nonviolent Communication" by Marshall B. Rosenberg. The book provides a framework for clear and empathetic communication, serving as a common language that enhances collaboration and understanding within teams. The core principle is to focus on observations rather than judgments. Instead of saying, "You're always late," a more neutral observation would be, "The meeting started at 10, and you arrived at 10:15." This approach avoids placing blame and opens the door for constructive dialogue. Next, we identify feelings. How does being late make us feel? Frustrated? Impatient? Acknowledging these emotions helps build empathy and connection. The critical step is recognising the underlying needs driving our feelings. It could be a need for respect for everyone's time or a need for efficiency. Finally, we make a clear request. Rather than expressing frustration, we could say, "Could everyone please aim to arrive on time for meetings to maximise our productivity together?" Clear communication between all parts of our company is key. Let's keep talking and collaborating to make things better for everyone. #leadership #culture #mindset #communication #strategy #success

Moving 300+ marketing professionals to one unified strategy. That was my job at another fortune 500 giant. For 5 years. Not 30 people. Three hundred. Across regions. Time zones. Cultures. Reporting lines that made zero sense. Everyone had their own way of doing things. Their own metrics. Their own "best practices." Sales teams in APAC had no idea what marketing was doing in Europe. Europe wasn't talking to Americas. And everyone thought their market was "different." It was chaos dressed up as organizational structure. Here's what I learned leading that transformation: → You can't align 300 people with one all-hands meeting → Regional autonomy matters, but not at the expense of global strategy → Customer satisfaction data is the only language everyone speaks → Marketing and sales alignment isn't a one-time workshop, it's a daily practice → Loyalty programs work when tied directly to sales outcomes We mapped marketing operations to sales strategy. Created standardized customer intelligence frameworks. Built a global customer satisfaction and loyalty program that actually fed pipeline. The result: Consistent performance for 5 consecutive years. Across every region. Every product line. People ask me how I did it. Honestly? By listening more than talking. And by making every marketing activity answer one question: "Does this help sales close deals?" That's it. That's the secret. #Leadership #GlobalMarketing #SalesAndMarketing #CustomerSuccess

Over-communication is the key to Exceptional Team Collaboration In a world where projects are becoming more complex and teams more dispersed, effective communication isn't just a nice-to-have—it's a necessity. Over-communication ensures that everyone—whether part of the internal team or external stakeholders—is on the same page. This practice doesn’t just align people with the goals at hand, but also fosters a culture of transparency, trust, and shared accountability. Why Over-communication Matters: - Goal Alignment: When everyone knows exactly what’s expected, there’s no room for confusion or missed deadlines. Teams can synchronize their efforts towards a shared objective. - Reduced Misunderstandings: Miscommunication often leads to costly errors and frustrations. By over-communicating, you minimize the chance of things falling through the cracks. - Stronger Relationships: Whether within the team or with clients, regular and clear communication builds trust and strengthens relationships. People feel heard, valued, and included in the process. - Fostering Cohesion: Consistent communication bridges gaps between different team members, departments, and even time zones. It nurtures a cohesive work environment where collaboration can thrive. - Boosting Productivity: When everyone knows what’s going on and what’s expected of them, the team can focus on executing tasks with precision and efficiency. Less time is spent on correcting misunderstandings or redoing work. How to Implement Over-communication: - Set Clear Expectations: Make it a habit to over-explain rather than under-explain—especially when it comes to tasks, goals, and deliverables. - Frequent Check-ins: Regularly check in with your team and clients to provide updates, gather feedback, and ensure that everyone is on track. - Use Multiple Channels: Leverage various communication tools (email, messaging apps, video calls) to ensure your message reaches everyone, regardless of their preferred mode of communication.   In the end, effective teamwork isn’t just about getting things done; it’s about getting things done together. Over-communication can be the glue that holds a team together, ensuring that every voice is heard, every task is clear, and every goal is shared. So, when in doubt—communicate. Then communicate some more. 💬 #Leadership #Teamwork #Collaboration 

How I build marketing teams (and why I never start with a full one) Here’s the playbook I used at Starling Bank. Then at Yolt. And now with Scale Up clients. Because no matter the brand or budget, one thing stays the same: You should prove the role is critical before you hire for it. Let’s take paid media as an example. 👉 Step 1: Start with an agency / freelance You get it set up. You test channels and messaging. You learn fast. No headcount commitment, just results. 👉 Step 2: Track performance AND dependencies Are you getting leads? Sure. But are those leads converting? Do you need better creative? Landing pages? Nurture flows? The success of one role is often dependent on fixing the system around it. 👉 Step 3: Once it’s a committed growth lever, bring it in-house Only when the role proves critical to growth and you’ve got the right infrastructure, then you build the hire. And now you know exactly what skillset you need. This playbook has helped me: → Scale paid media from 0 to £10m+ CAC-efficient budget → Turn solo CMOs into high-performing teams → Avoid costly hires that never had a chance to succeed It’s also why I started as a fractional CMO (called part-time CMO just 5 years ago!) so companies could get the direction and know what works before committing to the team. And now, through Scale Up, we set the strategy and build the team to deliver it. - If you’re mid-way through this journey and wondering who to hire next, or if to hire at all, DM me. Happy to share how we think about it.

Is your product marketing team structured for yesterday's market? 🤔 Last month, my post on product marketing as a company's superpower saw 70 reposts and 68K impressions, so it must have resonated with folks. Several people asked how I'd organize a PMM team today, and I responded, "It depends." It really does depend on factors including nature and maturity of products, vertical vs horizontal focus, business model, and stage of company. Now I'd like to comment further. In the evolving world of Tech/B2B/SaaS, we often talk about agility in our engineering, but what about agility in Marketing teams? 🔍 A New PMM Team Model? The classic PMM structure - particularly in larger, more traditional orgs - has a Head of Product Marketing who leads the team, then Product Marketing Managers (PMMs) responsible for individual products or product lines. Add other roles including Content, Market/Competitive Intel, Customer Marketing, and Enablement. It works, but can get siloed. What about a more dynamic way? 💡 1. The Hybrid/Swiss Army Knife Approach: Think smaller, cross-functional teams with a blend of skills. One PMM might be a wizard in messaging/positioning and also be active in campaigns. One drives new product launches plus pricing/packaging. With lines between functions blurring and headcounts limited, this gets you flexibility and agility. 🚀 2. The 'Pods' System: Thinking further, imagine your Marketing team as a series of interconnected pods, each dedicated to a specific product or market segment. This fosters deeper product expertise and a laser-focused customer understanding from PMM that's crucial today. Each pod is focused on a revenue target in close alignment with Sales and is equipped to handle key functions like Messaging, Demand Gen, Enablement, Content, and Customer Expansion. These aren't isolated tasks but collaborative missions. Messaging becomes a shared language, product launches become cross-pod symphonies, enablement bridges gaps with sales. Optionally add a Sales and CS rep to the pod. Everyone has eyes on revenue. 🌐 3. The Global-Local Nexus: Pods can operate both globally and locally, centralizing core strategies while tailoring execution to regional nuances. It's about speaking a global language while whispering in local dialects. 🔄 4. Agile Isn't Just for Developers: Adopting sprint methodologies in marketing, we enable rapid testing, quick feedback loops, and iterative improvements, making our execution as nimble as we claim our software is. 💥 But Remember... This isn’t a one-size-fits-all blueprint. It's just a way to think differently to ignite collaboration, creativity, and agility. 🤔 So, What's Your Move? Going into 2024, are you playing chess with your team, strategically positioning each piece for maximum impact? Share your approach and let's discuss how to revolutionize Product Marketing teams for the future! #ProductMarketing #Innovation #TeamStructure #SaaSMarketing #B2BStrategy #MarketingAgility #PMM

"If you haven't said it, don't expect your people to know it. Communicating is much easier than mind reading." .....Natalie Hochstetter How you communicate is as important as what you communicate. A lack of commitment in your voice or the wrong non-verbal cues can create barriers in your communication that disrupt your messaging. Effective communication is central to our success, as individuals or within our organizations. It's a skill we can hone and refine, and when done well leads to better understanding, improved relationships, and increased productivity. Here are some thoughts on effective communication: As Individuals: Effective communication begins with active listening. Paying full attention to the speaker and not just hearing the words but understanding context, emotions, and intentions. Clear and concise communication minimizes misunderstandings. Using simple language, avoiding jargon and big words, and getting to your point ensures your message is easy to hear and understand. Always put yourself in the other person's place. Understand their perspective, emotional state, and needs. These insights enable you to tailor your communication to their mindset and frame of reference. Ask for and encourage open and honest feedback. Feedback helps anyone improve their communication skills, identify areas for growth, and continually refine their approach. Your body language, tone, and facial expressions are crucial to your message. Be aware of your habits and the signals you send when in direct dialogue with others. Organizationally: Establish transparent and consistent channels for communicating within your team. Ensure everyone knows how and where to share information, concerns, or feedback. Always have a unified message. Discrepancies lead to confusion and mistrust. All team members should agree on and align communications that involve your organization's mission, vision, values and strategic objectives. Invest in training programs to enhance the communication skills of your entire team. Effective communicators should be nurtured to become skilled at leading others. Be prepared for challenging events and circumstances with a well-defined crisis communication plan. Clarity and transparency during a crisis can help to prevent or minimize any damage to your business' reputation. Use the right level of communication to celebrate successes and create a positive communication culture. These moments inspire your teams and reinforce the value of effective communication. According to Tony Robbins, "To effectively communicate, we must realize that we are all different in the way we perceive the world, and we must use this understanding as a guide for how we communicate with others.” Stop reading your people's minds. Communicate directly with them if you want the best results. #CEOs #leadership #communication #execution Communicate better by going here https://lnkd.in/gXpc_pyu

Stop talking. Start landing your message. This is how you move from casual speaker → strategic communicator. You can have the best ideas in the room. But if you can’t make people hear, feel, and act on them: They don’t exist. Here’s how to speak so your words move decisions, not just fill airtime 👇 1. Start with the punchline. ❌ “We’ve been testing a few systems lately…” ✅ “The system’s now 25% faster—and here’s how.” 💡 People lean in when you start with impact. 2. Frame it in threes. ❌ “So many things are happening across teams…” ✅ “We’re tracking three things: progress, risks, and next moves.” 💡 Three buckets = instant clarity. 3. Use pause as power. ❌ “Uh, so yeah, this could save money, like maybe…” ✅ “This project could save $1M this year. (pause) But only if we act now.” 💡 Silence makes weight visible. 4. Lead with the decision. ❌ “After reviewing all vendors, exploring features, and testing samples…” ✅ “We’re choosing Vendor B. Here’s why they fit best.” 💡 Leaders talk in conclusions first, not suspense. 5. Drop the fluff. ❌ “I kind of think maybe we should wait?” ✅ “We should wait until Q2 before rollout.” 💡 Certainty builds trust faster than agreement. 6. Speak in tweet-size sentences. ❌ “The problem isn’t that the process is slow because of budget cuts…” ✅ “This isn’t a budget issue. It’s a visibility issue.” 💡 Short. Sticky. Repeatable. 7. Anchor in repeatable structure. ❌ “So basically, what happened was…” ✅ “Here’s what happened. Here’s what it means. Here’s what we do next.” 💡 Format beats flair every time. 8. Always end with action. ❌ “Let’s sync again next week.” ✅ “I’ll draft today. Maria reviews Friday. We decide Monday.” 💡 Action turns talk into momentum. Communication isn’t a “soft skill.” It’s your multiplier. 📩 Want to download a high-resolution image? Download & Subscribe to my newsletter here: https://lnkd.in/e2E5Htsi Which of these 8 shifts will you start practising today? 💬 Drop your number below. 🔁 Share it to help someone lead with clarity. Follow Harit Bhasin for more leadership & career insights.

The most expensive mistake companies make: "We just need one person to handle our marketing..." Here's why: 🧠 Too many hats, not enough heads. ↳ Every extra role dilutes focus. 🧠 Your best marketer will burn out trying to be your whole team. ↳ Doing everything means doing nothing exceptionally. 🧠 There aren’t enough hours in the day. ↳ 24 hours can’t fit 48 hours of work. 🧠 Your A-player becomes a C-player when stretched too thin. ↳ Deep expertise beats hustle, every time. 🧠 Strategy sparks the vision. Execution brings it to life. ↳ You need both minds to win Stop spreading your talent thin. Start building team depth that delivers. Save this. It might save your strategy 👇 Here’s your ultimate guide to the roles that build high-performing teams and how to measure each one: 1. **Chief Marketing Officer (CMO)** → Sets vision & aligns teams → Partners with C-suite 📊 KPIs: CAC, CLV, Marketing Revenue 2. **VP of Marketing** → Executes high-level strategy → Drives department success 📊 KPIs: Pipeline Contribution, Campaign ROI 3. **Director of Marketing** → Owns team outcomes → Leads cross-functional campaigns 📊 KPIs: Campaign ROI, Lead Quality 4. **Senior Marketing Manager** → Bridges strategy + execution → Guides key programs 📊 KPIs: Engagement, Project Success 5. **Marketing Manager** → Delivers daily campaigns → Coordinates resources 📊 KPIs: Channel Conversion, Turnaround 6. **Marketing Specialist** → Executes tactical work → Builds campaign assets 📊 KPIs: Task Completion, Asset Quality 7. **Product Marketer** → Crafts GTM strategy → Partners with sales + product 📊 KPIs: Feature Adoption, Win Rate 8. **Growth Marketer** → Runs acquisition experiments → Optimizes funnel 📊 KPIs: CAC, Revenue by Channel 9. **Marketing Ops Manager** → Ensures data integrity → Manages tech stack 📊 KPIs: Data Quality, System Usage 10. **Creative Director** → Owns brand vision → Drives creative excellence 📊 KPIs: Brand Recall, Visual Impact 11. **Lead Generation Manager** → Creates qualified pipeline → Runs demand programs 📊 KPIs: MQL Volume, Lead Quality 12. **Paid Media Manager** → Optimizes ad spend → Drives acquisition 📊 KPIs: CPC, ROAS, CTR 13. **Social Media Manager** → Builds community → Drives engagement 📊 KPIs: Engagement Rate, Growth 14. **Marketing Strategist** → Architects marketing plan → Aligns teams with goals 📊 KPIs: Plan Success, Goal Achievement 🎯 The Truth About Marketing Teams: If your campaigns aren't converting, your brand feels flat, or growth is stalling, it's rarely about talent. It's about having the right specialist in the right role. Don't try to hire a unicorn. (They don't exist, I've looked 😜 ) Build a dream team instead. Agree? 👇 ___ ♻️ Share to help other leaders build smarter + Follow Jennelle McGrath for more 📩 DM me if you're tired of trying to hire a unicorn and want a real team instead.