Setting up growth teams requires careful consideration of the goals and objectives of the team, the skills and expertise necessary to achieve those objectives and the overall culture and values of the organization.
Here are some steps to consider when building a growth marketing team:
- Identify key goals and objectives: The first step is to clearly define the goals and objectives of the growth marketing team. Clear goals and objectives will help determine the skills and expertise required, as well as the size and structure of the team.
- Determine team size and structure: Based on the goals and objectives, determine the size and structure of the team. Depending on the organization's needs, the team may consist of a few specialists or a larger, more diverse group. Consider the areas of expertise required, such as data analysis, content marketing, user acquisition, and product development.
- Define roles and responsibilities: Once the team size and structure are determined, define the roles and responsibilities of each team member. We recommend documenting these duties as they will help ensure that everyone is clear on their responsibilities and areas of expertise and that there is no overlap or confusion.
- Hire the right people: Hire individuals with the right skills and expertise to fill each role. Look for individuals with a growth mindset who are data-driven and eager to experiment and try new things.
- Foster a culture of experimentation: Growth marketing is all about experimentation and trying new things. Foster a culture that encourages experimentation and rewards risk-taking. Encourage team members to share their ideas and insights and provide opportunities for them to learn and grow.
- Set clear goals and metrics: To measure the success of the growth marketing team, set clear goals and metrics which will help keep the team focused and ensure that everyone is working towards the same objectives.
- Provide ongoing training and development: To keep the team up to date on the latest trends and best practices in growth marketing, provide ongoing training and development opportunities. Continuous education will help ensure that the team is constantly learning and growing and arms them with the skills and knowledge to succeed.
Overall, building a growth marketing team requires careful planning, hiring the right people, and fostering a culture of experimentation and continuous learning. A successful growth marketing team needs a variety of roles that work together to achieve the team's goals and objectives.
Here are some key roles to consider as a growth team model:
- Growth Marketer: This person is responsible for developing and executing the overall growth marketing strategy. They should be data-driven, analytical, and able to identify growth opportunities across all marketing channels.
- Product Manager: This person manages the product or services the growth marketing team promotes. They work closely with the growth marketer to ensure that the product meets the target audience's needs and is positioned effectively in the market.
- Data Analyst: This person is responsible for analyzing data from various sources, such as website analytics, customer surveys, and social media metrics. They use this data to identify trends, opportunities, and areas for improvement.
- Content Marketer: This person is responsible for creating engaging content that attracts and retains customers. They should be skilled at creating content for various platforms, such as blogs, social media, and email.
- User Acquisition Specialist: This person is responsible for driving traffic and user acquisition through various channels, such as paid advertising, SEO, and social media. They should be skilled at identifying and targeting the right audience for the product or service.
- Conversion Rate Optimization Specialist: This person is responsible for optimizing the website or landing pages to improve the conversion rate of visitors into customers. They should be skilled at A/B testing and identifying opportunities to improve the user experience.
- Marketing Automation Specialist: This person is responsible for setting up and managing marketing automation tools to streamline the marketing process and improve efficiency.
It's essential to build a growth team structure with diverse skills and expertise that can work together to achieve the team's goals.
If you're looking for something leaner, remember that the most streamlined growth marketing team depends on the specific goals and objectives of the organization. However, a lean and effective growth marketing team typically consists of individuals who can work collaboratively and wear multiple hats to achieve the team's goals.
The essential players are the Growth Marketer, the Data Analyst, and the Content Marketer. While it is possible to find one person with all three skills, we have never seen any one person excel at these individual requirements. If you don't have specialists in each discipline, you are surely hamstringing your marketing efforts. You may feel that you are saving money, but the reality is that you are more likely to be losing opportunities.
In general, the role of the Growth Marketer is likely the most important for a small business.
Here are some reasons why:
- Overall Strategy: A growth marketer is responsible for developing and executing the overall growth marketing strategy. In a small business, resources may be limited, and it is crucial to have a clear and effective strategy to achieve growth goals.
- Prioritization: A growth marketer can prioritize the most important channels and tactics to achieve the business's growth goals. They can help the business identify the most effective and efficient ways to allocate resources and maximize ROI.
- Agility: A growth marketer can adapt quickly to changes in the market, customer behavior, and the business's performance. In a small business, nimbly pivoting can be crucial for success.
The day-to-day of a growth marketing team
The day-to-day cadence of a growth marketing team will depend on the team's and organization's specific goals and objectives. However, a general overview of what a typical day-to-day cadence might look like for an effective growth marketing team might look something like this:
- Morning Standup: The team gathers to discuss progress from the previous day and plans for the day ahead, including ongoing campaigns, results from A/B tests, and any issues that need to be addressed.
- Data Analysis: Data analysis is a crucial component of growth marketing, and the team will typically spend time analyzing various data sources to identify trends and opportunities for optimization. This can include website analytics, customer surveys, and social media metrics.
- Campaign Execution: Depending on the stage of the campaign, the team may spend time executing campaigns across various channels such as social media, email, or paid advertising. Typical responsibilities include creating and optimizing campaigns, monitoring results, and adjusting as needed.
- Content Creation: Content creation is another crucial component of growth marketing. The team may spend time creating blog posts, social media posts, and email newsletters to engage with customers and attract new ones. We mention that the team spends time because content creation is best when collaborating with other role functions.
- Collaboration and Communication: Collaboration and communication are crucial for a successful growth marketing team. The team will collaborate on strategy, share insights, and discuss new ideas.
- Testing and Optimization: Testing and optimization are also crucial for growth marketing. The team may spend time setting up and running A/B tests, optimizing a website or landing page designs, and making other adjustments to improve the user experience and increase conversion rates.
Think of this cadence of your growth marketing team more as an ebb and flow of activities rather than a step-by-step process. Your team should analyze data, execute campaigns, create engaging content, collaborate and communicate with team members, and constantly test and optimize to improve results. The team should be agile and able to adapt quickly to changes in the market, customer behavior, and the organization's goals.
What makes for a good and healthy collaboration?
Good team synergy requires individuals to have traits that enable them to work collaboratively towards a shared goal.
Consider the following to be a list of essentials for a productive team dynamic:
- Ownership: Ownership is an essential trait for members of a growth marketing team and the first thing we look for when hiring for our teams. It is crucial for achieving results, proactivity, problem-solving, and innovation. When team members take ownership of their work, they are more likely to be invested in their role and contribute to the team's success.
- Communication: Good communication skills are essential for team synergy. Individuals who can express their ideas clearly, actively listen to others, and provide constructive feedback can help the team work effectively together.
- Adaptability: Teams that adapt quickly to changes are more likely to have synergy. Individuals who are open-minded, flexible, and able to pivot when necessary can help the team stay on track toward its goals.
- Empathy: Empathy is the ability to understand and share the feelings of others. Individuals who can put themselves in others' shoes and consider different perspectives can help the team work together more effectively.
- Trust: Trust is crucial for team synergy. Individuals who are reliable, honest, and trustworthy can create a foundation of trust that allows the team to work collaboratively towards shared goals.
- Accountability: Each team member should be accountable for their own work and committed to the team's success. Individuals who take ownership of their responsibilities and deliver on their commitments can transparently report the progress toward their goals.
- Positive attitude: A positive attitude can contribute to team synergy. Enthusiastic, optimistic, and motivated individuals can help create a positive working environment that fosters collaboration and innovation. Nobody likes a negative Nelly.
These traits can help team members work together effectively, communicate clearly, and support each other toward achieving the team's goals. By fostering these traits within the team, it can lead to increased productivity, creativity, and innovation, ultimately resulting in better outcomes for the organization.
One trait not listed above is individuality. While individuality may seem contrary to the idea of collaboration, we like people who have independent thoughts and are comfortable challenging beliefs others take for granted. It takes a mature team to handle dissension, so it's up to you to decide if you want to inject this into your team dynamic.
How do I know if my team needs support from an agency?
Sometimes, despite your growth marketing team's best efforts, challenges or opportunities may require specialized expertise, knowledge, or resources that your team may not possess. In such cases, seeking support from a marketing agency may be necessary.
Marketing agencies can provide various services, from helping develop marketing strategies and campaigns to executing and managing marketing initiatives. They can bring specialized expertise and knowledge in areas such as SEO, content marketing, social media marketing, paid advertising, and more.
By working with a marketing agency, you can access a team of professionals with a range of skills and experience without investing in hiring and training new team members. This can be especially valuable for small businesses with limited resources, as it can provide access to marketing expertise and support that might otherwise be out of reach.
However, it is important to carefully evaluate potential marketing agencies and choose one that is the right fit for your business. Look for agencies with a track record of success in your industry or niche and experience working with companies of your size and scope. Communicating your goals, objectives, and expectations is essential to ensure the agency is aligned with your vision and can deliver the desired results.
If you're struggling in any area, here are some ways Remark can help:
- Building a Growth Marketing Team: If you're starting from scratch and need help building a growth marketing team, Remark can provide guidance and support. We can help you identify the skills and roles required for your team and assist with hiring and onboarding new team members.
- Upskilling Existing Team Members: If you have an existing growth marketing team but need to upskill team members in specific areas, Remark can provide training and development opportunities. We can provide customized training programs that address your team's particular needs and help them develop new skills and knowledge.
- Coaching and Mentorship: Remark can also provide coaching and mentorship to help your growth marketing team develop and grow. We can provide guidance and support on specific projects or initiatives, offer feedback and advice, and help team members refine their skills and strategies.
- Access to Tools and Resources: Remark often has access to a range of tools, resources, and platforms that can help your growth marketing team be more effective. We can provide access to analytics tools, automation software, and other resources that can help your team optimize campaigns and achieve better results.
Building a successful growth marketing team is no easy feat, but following the tips and strategies outlined in this article can set your team up for success. Remember that a successful team structure depends on clear roles and responsibilities, effective communication, and a culture of collaboration and innovation. You can build a growth marketing team that achieves exceptional results by hiring the right people, providing the necessary resources and training, and fostering a supportive and empowering work environment.
It's also important to recognize that building a successful growth marketing team is an ongoing process. As your business evolves and grows, so too will your team's needs and goals. Regularly assessing and adjusting your team structure, roles, and processes will help ensure that you stay on track and continue to achieve your growth objectives.
We hope this article has provided you with valuable insights and strategies for building a growth marketing team structure built for success. By putting these tips into practice, you can create a team that is both effective and enjoyable to work with. Best of luck on your growth marketing journey!