The document discusses how to build great digital marketing teams. It covers topics like recruiting top talent through reputation and social channels, hiring for cultural fit over just skills, empowering marketers through transparency, accountability, and goal setting. It also recommends tools for tasks like resume building, project management, and performance reviews that can help marketing teams succeed.

1. Building Great Digital Marketing Teams
How to recruit, hire, structure, and empower marketing teams to achieve remarkable results
Rand Fishkin, CEO, Moz @randfish | rand@moz.com
Download at http://bit.ly/mktgteam2013

2. On the Agenda:
1: Recruiting
2: Hiring
3: Favorite Interview Questions
4: Team Structure & Organization
5: Empowering Marketers
6: Tools We Like

3. Recruiting

4. Great Work Attracts Great Talent
Getting mentioned in these
isn’t just about pride or horntooting; it makes your brand
appealing to great marketers.

5. Reputation Matters: Treat Everyone Well
Via http://www.glassdoor.com/

6. Leverage Your Size & Focus as Strengths
Risk
Responsibilities &
ownership boost
to resume
Tactical
Breadth
Stock-Heavy Comp
Stability
Brand, budget, &
team size boost
to resume
Tactical
Depth
Cash-Heavy Comp

7. Think of Job Pages Like Landing Pages
Moz’s Job Application Page: http://moz.com/about/jobs

8. Leverage Your Social Channels &
Connections to Influencers

9. For Moz, Referral Bonuses Created More
Problems than Solutions
Original Post: http://moz.com/blog/wanted-software-engineers-reward-12000

10. Hiring

11. Culture Fit vs. Performance
Via: http://moz.com/rand/what-company-culture-is-and-is-not/

12. Culture Fit vs. Performance
What Culture Is Not
• Whether you rock climb/surf/
hike/etc
• What kind of movies you like
• Bean bag chairs
• Nerf gun fights
• Catered lunches
• Mashed potato sculpting contests
judged by your auditors at Deloitte
(yes, we really did this at Moz, and it
was totally fun)
What Culture Is
Mission & Vision
Values
Hiring, Firing, & Promotion Criteria
Shared Priorities
Cultural Fit
=
Via: http://moz.com/rand/what-company-culture-is-and-is-not/
Shared Values
Stylistic Cohesion

13. The T-Shaped Marketer
Great post from Distilled on building a T-shaped web marketing skill set and another from me with more detail on why I like the T-shape

14. Reference Check Process
If I’m reference-checking
Matt, I want to find shared
connections he hasn’t listed
on his resume, and who
don’t currently work with
him.

15. Goals of the Interview
1: Determine the candidate’s fit with your
values, beliefs, mission, and whether they’ll work
well with people already on the team.
2: Assess whether the candidate’s contributions can
effectively solve problems, deliver on time, and
scale.
3: Establish the candidate’s honesty, ethics, and
motivations.

16. Some Favorite Interview
Questions

17. Walk Me Through Your Professional History
Via Vizify: https://www.vizify.com/todd/career

18. Draw & Explain Company X’s
Marketing Funnel

19. What Parts of This Job Do
You Think Will Be Easy vs. Hard?
This question helps uncover
how well the candidate
understands the role
And whether they have the
right dose of honesty and
humility to be a good fit

20. How Would You Rate These Ranking Factors in Google?
The goal isn’t to get a
match with the industry
average or a “right”
answer, but to see how the
marketer thinks about
SEO, and how they justify
their responses
Graphic above shows the average of the 130 SEOs who contributed to this year’s survey

21. Avinash Kaushik’s
Favorite Interview Question:
What are the 3 metrics
that matter most to
(insert your favorite)
site’s success?

22. What Questions Do You Have About the
Company, the Job, the Team, or the Work?
Source for comic and some more of my favorite interview questions

23. Team Structures &
Organization

24. Defining Influence & Impact
Don’t Let Your Role Define Your Influence.
Let Your Influence Define Your Role.
Words of wisdom from Sarah Bird, Moz’s COO

25. Functional Teams
From the Moz Team Page

26. Project/Product-Based Teams
Moz is just starting with Adventure Teams – more on that topic to come as we learn from the process

27. Empowering Marketers

28. What Makes Us Happy at Work?
See Daniel Pink’s Illustrated Video: http://www.youtube.com/watch?v=wdzHgN7_Hs8

29. What’s the Right Team Structure?
This is how most
companies are
structured.
Blog post on What’s the Right Team Structure?

30. What’s the Right Team Structure?
This is a better way to think
about that structure, but still
kinda sucks.
Blog post on What’s the Right Team Structure?

31. If Management is the Only Way Up, We’re All F’d.
This system is my favorite because it
empowers everyone, and doesn’t force great
ICs to become mediocre PWs.
Blog post on ICs vs. PWs

32. Giving the Freedom to Fail
Via: http://mackwebsolutions.com/blog/2013/03/accomplish-big-goals-with-content-and-social-media-marketing/

33. Connecting Tactics to the Big Picture
Many companies
are good at listing
these
But very few
cohesively
connect them to
the big picture.
Via: http://moz.com/rand/vision-based-framework/

34. Making Goals & Progress Transparent
Every week, every team presents a slide like this to
representatives from each other team at a joint
meeting, so we all know what everyone’s doing.

35. Accountability
#1: People can only be accountable for
tasks fully under their control.
#2: Only those who will be doing the
work should craft the timetables for
delivery.
#3: In many fields, setting a completion
date is foolish (software in particular).
Instead, set deadlines for very small
pieces of the final project, then
iteratively measure progress and
deadline feasibility.

36. OKRs & Measurable Results
How Google Sets Goals: http://www.youtube.com/watch?v=mJB83EZtAjc

37. Training & Conference Budgets
One of the marketing courses we recommend: Market Motive and one of our favorite conferences: Distilled’s Searchlove

38. Tools We Like

39. LinkedIn Premium
Via: www.linkedin.com/static?key=welcome_premium

40. Resumator
Via: www.theresumator.com

41. ThoughtFarmer
Via: www.thoughtfarmer.com

42. Trello
Via: http://trello.com

43. 15Five
Via: http://15five.com

44. Building Great Digital Marketing Teams
http://bit.ly/mktgteam2013
Rand Fishkin, CEO, Moz @randfish | rand@moz.com
Download at http://bit.ly/mktgteam2013