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30 point checklist for building a digital marketing team

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This checklist is a tool to help you check your progress (and see areas that you still need to work on) in building your team and enhancing the delivery of your digital marketing services.

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30 point checklist for building a digital marketing team

  1. 1. 30 point checklist for building a digital marketing team 30 Point Checklist 1 2 / 3 / 2 0 11
  2. 2. 30 Point ChecklistThe Purpose:This checklist is a tool to help you check your progress (and seeareas that you still need to work on) in building your team andenhancing the delivery of your digital marketing services.The Process:This checklist was built from the following experiences:•Building, managing and selling a digital marketing firm•Selling and delivering hundreds of digital projects and campaigns•The experience of integrating a digital marketing firm into a traditionalmarketing communications firm•Discussions with hundreds of digital marketers across the UnitedStates•Hands on work with digital and integrated firms in building andenhancing digital marketing and integrated marketing teams © Copyright 2011– TeamBuilder Search, LLC 2
  3. 3. 30 Point ChecklistThe 30 points on the checklist can be categorized intofour categories: Planning, Process, Platforms andPeople. We call these four categories the “Four P’s ofBuilding a Digital Marketing Team.” The “Four P’s” assertsthat talented people, leveraging the right platforms,supported by good processes, while guided by properplanning are a huge competitive advantage for anyorganization.We hope this checklist is useful to your team buildingefforts! © Copyright 2011– TeamBuilder Search, LLC 3
  4. 4. PlanningPlanning is vital to the success of a project or campaign.Planning is the function of developing objectives,formulating strategies and identifying deliverables tocomplete a project or campaign to the highest degree ofsatisfaction possible given resources and timeframes.“Good fortune is what happens when opportunity meetsplanning.” – Thomas Edison © Copyright 2011– TeamBuilder Search, LLC 4
  5. 5. Planning1. Objectives are clearly defined2. Strategies are clearly articulated3. Deliverables are clearly defined4. Adequate technical documentation is completed5. Plans are followed. If plans are not followed, change order processes are in place to ensure expectations are reset and profitability is protected6. Planning processes are adapted to the needs of the project © Copyright 2011– TeamBuilder Search, LLC 5
  6. 6. Planning7. Detailed project plans are created8. Resource planning and allocation is completed9. Project and campaign teams are purposefully selected and stay together though out the effort10.Key learnings are collected © Copyright 2011– TeamBuilder Search, LLC 6
  7. 7. ProcessDigital marketing has a very complex production element.Complex production environments require processes toensure expectations, deadlines, budgets and qualitystandards are met.“If you cannot describe what you are doing as a process,then you don’t know what you are doing.” – W. EdwardsDeming © Copyright 2011– TeamBuilder Search, LLC 7
  8. 8. Process11.Delivery process is documented12.Processes are adopted and enforced13.There is a defined project management function14.Project managers have appropriate balance of marketing/technology knowledge15.Project management given authority in proportion to responsibilities16.“Utilization” standards in place for all positions17.Account management protects profitability and properly manages stakeholder expectations © Copyright 2011– TeamBuilder Search, LLC 8
  9. 9. Process18.Best practices for user experience design are in place19.Creative function respects budgetary boundaries, technical requirements and project deadlines20.Business development sets appropriate expectations and sets team up for success © Copyright 2011– TeamBuilder Search, LLC 9
  10. 10. PlatformPlatforms are tools, technologies andprogramming languages/skills utilized tosuccessfully deliver digital marketing projects andcampaigns. There are too many platforms to begood at them all. Informed choices must be madeon choosing the right platforms and partners inorder to be profitable and to serve stakeholderswell.“Choices are the hinges of destiny.”- Pythagoras © Copyright 2011– TeamBuilder Search, LLC 10
  11. 11. Platform21.Platforms are purposefully selected based on the majority of stakeholder need22.Appropriate training is implemented for chosen platforms23.Partners are carefully selected for platforms that are not “in-house” platforms24.Processes are established to help partners be successful © Copyright 2011– TeamBuilder Search, LLC 11
  12. 12. PeoplePeople are the most important part of a serviceorganization. Superior talent, enabled by solid planningand processes, while working with the right platforms, willconsistently deliver high quality services and products.“I don’t really know where we should take this bus. But Iknow this much: If we get the right people in the rightseats, and the wrong people off the bus, then we’ll figureout how to take it someplace great”. – Good to Great,page 41, Jim Collins © Copyright 2011– TeamBuilder Search, LLC 12
  13. 13. People25.Internal stakeholders develop and align on detailed job specs/scorecards for each role26.Candidates are qualified according to specs/scorecards by all interviewing parties27.Timely, detailed feedback provided to recruiters/recruiting managers28.The “candidate experience” makes top talent want to work at the company29.Company is committed to consistent team building and personal development activities30.Talent forecasting processes are in place © Copyright 2011– TeamBuilder Search, LLC 13
  14. 14. 30 Point ChecklistTeamBuilder Search helps firms build their digital marketing teams. The company was startedwhen two digital marketers realized recruiters, without deep digital marketing experience,struggled to help firms build their digital marketing teams. TeamBuilder Search’s mission is tobe the recruiting firm that best understands and best fulfills the need for recruitment of topdigital talent.Please feel free to contact us for more information or just a casual conversation. If you are afirm building or enhancing your digital marketing team, we have free tools like talentforecasting worksheets, interactive delivery process gap assessments and talent gapassessments we can share with you. We would also be happy to speak on the Four P’s ofBuilding a Digital Marketing Team to your organization.Mark Whitmanmwhitman@teambuildersearch.comhttp://www.linkedin.com/in/markawhitman614-410-6674Jen Wellsjwells@teambuildersearch.comhttp://www.linkedin.com/in/jenwells614-410-6675 © Copyright 2011– TeamBuilder Search, LLC 14

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