Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Building and Managing
a Marketing Team
TIPS ON HIRING, ORGANIZATIONAL
STRUCTURE AND MANAGEMENT
Mike Volpe
Startup Growth A...
I joined HubSpot in 2007 as the fifth
employee and grew the marketing
team to 90 people. I love chocolate,
lead generation...
AGENDA
1. Desired Skills
2. Sourcing
3. Screening and Interviewing
4. Organizational Structure
5. Management and Incentives
1 Desired Skills for Your
Marketing Team
Desired Skills for Great Marketers
 Digital
 Analytical
 Reach
 Content
DIGITAL
Look for people who
speak “digital” without
an accent.
Digital natives or
immigrants are both
fine as long as they...
ANALYTICAL
Everyone should be
more analytical than
the average person
in their role
elsewhere.
Even a writer should
want t...
REACH
Great marketers
leave evidence that
they have a
gravitational pull.
They have done
something that
“attracted” people...
Find people who
create content by
their nature, not arm
twisting.
You do not want
content creation to
be a chore.
CONTENT
SKILLS BY FUNNEL STAGE
CloseConvertAttract
Key Skills
• Blogging
• Social Media
• SEO
• Writing, Design,
Creative
D A R C
...
2 SOURCING GREAT
MARKETERS
SOURCING MARKETING HIRES
Always be hiring.
1. Referrals
2. Conferences
3. Networking events
4. Online networking
5. Linked...
3 SCREENING AND
INTERVIEWING
Screening Candidates
Scan the application / resume
• No AOL or Hotmail email addresses and no paper resumes
• Demonstrated...
Interviewing Marketers
1. Funnel Question
2. Lead Scoring Question
3. Website Homepage Question
The Funnel Question
“Pretend you're the CMO for
this company, and you have
to decide on what your
marketing team should
fo...
The Lead Scoring Question
“I just emailed you an Excel file of 10,000 leads with data like
company size and industry for e...
The Website Homepage Question
“The CEO likes version
A, the COO likes version
B, and the company is
evenly divided. Which
...
4 ORGANIZATIONAL
STRUCTURE
Organization by Team Size
AttractAttract,
Convert
+ Close
Team = 9Team = 3Team = 1 Team = 18
Convert
Close
Attract (2)
Con...
HubSpot Mktg Org Over Time
2012
(25 ppl)
2009
(8 ppl)
2007
(2 ppl)
2014
(70 ppl)
VP
• Lead gen &
inbound
background
• Mana...
HubSpot Marketing in 2014
Dir. Product
Mktg (~12)
VP Funnel
(~30)
VP Content
(~12)
Dir. Brand &
Buzz (~13)
Results / Metri...
5 MANAGEMENT AND
INCENTIVES
Monthly Cadence
Goals for
month set by
CMO
Team decides
on activities
Team
executes on
activities
Team reports
on metrics ...
No Commissions in Marketing
• Incentives tied to a specific metric (“e.g. “leads”)
 Lowers lead quality
 Reduces collabo...
My Management Philosophy
• Goals: Clearly explain to people the outcomes and results we want
and why we need them for the ...
Thank You!
If you liked this, you should:
Follow me on Twitter
www.twitter.com/mvolpe
Subscribe to my blog (1-2 articles...
Upcoming SlideShare
Loading in …5
×

Building and Managing a Marketing Team

34,373 views

Published on

When it comes time to adding headcount to your team, marketing leaders want to know which specialties they should hire for—and more importantly, in what order they should hire them. If you want to learn how to attract and hire the right skill set to help structure and grow a highly productive (and happy) kick-ass marketing team, you won’t want to miss this!
This presentation covers:
How to attract, screen, and hire the best employees to fit the characteristics for your company
How to categorize your marketing team, using inbound marketing methodology, for optimal success and productivity.
How to enable and incentivize your team to be top performers

Published in: Business
  • www.HelpWriting.net helped me too. I always order there
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • You have to choose carefully. ⇒ www.WritePaper.info ⇐ offers a professional writing service. I highly recommend them. The papers are delivered on time and customers are their first priority. This is their website: ⇒ www.WritePaper.info ⇐
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • A professional Paper writing services can alleviate your stress in writing a successful paper and take the pressure off you to hand it in on time. Check out, please ⇒ www.WritePaper.info ⇐
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I downloaded your plans 2 days ago and had to come back just to say that, it's just like what you said in the video. There is enough variety of projects in here, big and small, intricate and simple. Cheers! 》》》 https://url.cn/ktFCrsHZ
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Grab 5 Free Shed Plans Now! Download 5 Full-Blown Shed Plans with Step-By-Step Instructions & Easy To Follow Blueprints! ☞☞☞ https://url.cn/sIEM11KJ
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Building and Managing a Marketing Team

  1. 1. Building and Managing a Marketing Team TIPS ON HIRING, ORGANIZATIONAL STRUCTURE AND MANAGEMENT Mike Volpe Startup Growth Advisor and Angel Investor Former Employee #5 / CMO at HubSpot @mvolpe
  2. 2. I joined HubSpot in 2007 as the fifth employee and grew the marketing team to 90 people. I love chocolate, lead generation, whiskey, Excel, red wine, marketing metrics and Jay Z. I have advised and invested in more than a dozen different startups and hired over 100 marketers. I’m Mike Volpe. That’s @mvolpe on Twitter. Hi.
  3. 3. AGENDA 1. Desired Skills 2. Sourcing 3. Screening and Interviewing 4. Organizational Structure 5. Management and Incentives
  4. 4. 1 Desired Skills for Your Marketing Team
  5. 5. Desired Skills for Great Marketers  Digital  Analytical  Reach  Content
  6. 6. DIGITAL Look for people who speak “digital” without an accent. Digital natives or immigrants are both fine as long as they have full digital citizenship.
  7. 7. ANALYTICAL Everyone should be more analytical than the average person in their role elsewhere. Even a writer should want to evaluate their performance using metrics.
  8. 8. REACH Great marketers leave evidence that they have a gravitational pull. They have done something that “attracted” people to them or their work before.
  9. 9. Find people who create content by their nature, not arm twisting. You do not want content creation to be a chore. CONTENT
  10. 10. SKILLS BY FUNNEL STAGE CloseConvertAttract Key Skills • Blogging • Social Media • SEO • Writing, Design, Creative D A R C Key Skills • Optimization: LPs, CTAs, Workflows • Analytics • Lead Scoring D A R C Key Skills • Product expert • Teacher / trainer • User testing • Messaging • Persuasion D A R C
  11. 11. 2 SOURCING GREAT MARKETERS
  12. 12. SOURCING MARKETING HIRES Always be hiring. 1. Referrals 2. Conferences 3. Networking events 4. Online networking 5. LinkedIn Keep a list of the top 10-30 marketers you think are A+ players and stalk / nurture them.
  13. 13. 3 SCREENING AND INTERVIEWING
  14. 14. Screening Candidates Scan the application / resume • No AOL or Hotmail email addresses and no paper resumes • Demonstrated track record of success and growth • Domain expertise and inbound marketing experience / certifications Google their name • Strong LinkedIn presence, check for mutual connections • Decent sized digital footprint • Decent quality digital footprint
  15. 15. Interviewing Marketers 1. Funnel Question 2. Lead Scoring Question 3. Website Homepage Question
  16. 16. The Funnel Question “Pretend you're the CMO for this company, and you have to decide on what your marketing team should focus. What do you do?" 25,000 Visitors 250 Leads 100 Sales Ready Leads 25 Opportunities 5 Customers
  17. 17. The Lead Scoring Question “I just emailed you an Excel file of 10,000 leads with data like company size and industry for each of them, and you can see the 200 leads that became customers. How can you use that data to make a lead score to help us prioritize leads in the future?”
  18. 18. The Website Homepage Question “The CEO likes version A, the COO likes version B, and the company is evenly divided. Which homepage do you launch?” Millions Love Our Company Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text Text text [Video] Make More Money With Us • Text text text Text text text Text text text Text text text text text • Text text text Text text text Text text text • Text text text Text text text Text text text Text [Picture 1] [Picture 2]
  19. 19. 4 ORGANIZATIONAL STRUCTURE
  20. 20. Organization by Team Size AttractAttract, Convert + Close Team = 9Team = 3Team = 1 Team = 18 Convert Close Attract (2) Convert + Close OR Attract (5) Blog = 2 Offers = 1 SEO/SM = 1 Design = 1 Convert (2) Close (2) Attract (9) Blog = 3 Offers = 2 SEO/SM = 2 Design = 2 Convert (6) By Persona, Geo or Sales Team Close (3) PM / SE Split, or by Product
  21. 21. HubSpot Mktg Org Over Time 2012 (25 ppl) 2009 (8 ppl) 2007 (2 ppl) 2014 (70 ppl) VP • Lead gen & inbound background • Management of 15 College Grad • 2 internships • Generalist ToFu Team • 3 people MoFu Team • 3 people Teams by Channel (email, blog, social) MoFu Teams by Personas Prod Mktg VP/Dir Content VP/Dir Funnel VP/Dir Product Mktg VP/Dir Brand & Buzz (detail on next slide)
  22. 22. HubSpot Marketing in 2014 Dir. Product Mktg (~12) VP Funnel (~30) VP Content (~12) Dir. Brand & Buzz (~13) Results / Metrics • Website visitors • New contacts generated Activity • Blog articles • Ebooks & webinars • Other content Results / Metrics • Marketing pipeline • Sales goal % Activity • Lead nurturing • Lead scoring • Sales alignment • Optimization Results / Metrics • Sales test scores • % sales selling various features Activity • Product content • Sales enablement Results / Metrics • PR hits • Event #s and feedback • Satisfaction of others Activity • PR & Events • Creative: Videos, graphics, design CloseConvertAttract
  23. 23. 5 MANAGEMENT AND INCENTIVES
  24. 24. Monthly Cadence Goals for month set by CMO Team decides on activities Team executes on activities Team reports on metrics / activity CMO Feedback to Teams
  25. 25. No Commissions in Marketing • Incentives tied to a specific metric (“e.g. “leads”)  Lowers lead quality  Reduces collaboration  Stifles creativity and big thinking  Focuses team on short term, not long term • More:  http://blog.hubspot.com/marketing/marketing-incentive- compensation  Drive by Daniel Pink (book)
  26. 26. My Management Philosophy • Goals: Clearly explain to people the outcomes and results we want and why we need them for the business • Metrics: Let the metrics crack the whip for you • Hiring: Hire the right people, get rid of the wrong people • Mentoring: Mentor people by offering advice, context and perspective • Management: Get out of the way, rarely tell anyone what to do, let them surprise you
  27. 27. Thank You! If you liked this, you should: Follow me on Twitter www.twitter.com/mvolpe Subscribe to my blog (1-2 articles / month or less): www.MikeVolpe.com

×