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Building a Digital Marketing
Team
Ashley Plack, Strategist Marketing
Setting Up Your
Culture to Scale
Team Outputs
● Capabilities
● Capacity
● Culture
Inputs of Team Maturity
How your team works
Culture
How much work your team can
produce
Capacity
What types of work your team can
produce
Capabilities
Identifying Your
Team’s Maturity
Types of Teams
● Has Your Back(biting) Team
● The Small But Scrappy Team
● The Million (pass the) Buck
Team
● The (re) Visionary Team
The “Small but Scrappy” Team
MISSED
DEADLINES
PROJECT KICKOFF
UNDERRESOURCED
“Did you
hear
about…”?
The “Has Your Back(biting)” Team
RETALIATION TEAM BUILDING
GOSSIP
“Did you
hear
about…”?
The “(re)Visionary” Team
THE EDITS THE IDEA
THE APPROVAL PROCESS
“Just One
More Round
of
Revisions”
The “Million (pass the) Buck” Team
THE EDITS THE IDEA
THE ASSIGNMENT
“Let’s toss
that to
another
team”
The Root of the
Problem isn’t
What is Done,
but Why it’s
Done That Way
Scaling Your
Team
Perform a Culture Audit
Prioritize Aspects of Your Culture
Record the Most Important Aspects
of Culture
Retain Your Culture
Revisit Your Culture
Keeping Your Culture
Perform a Culture Audit
1. Who communicates?
2. How do we communicate?
3. How are capabilities/capacity determined?
Prioritize Aspects of Culture
1. What answers in the audit were generally agreed upon?
2. What would fundamentally change if we did this differently?
3. Should we be doing things differently?
Record Your Culture
1. Determine what will be overt and covert
2. Choose a format true to your organization
3. Find a universally accessible place to maintain your record
Retain Your Culture
1. Find policies, events, and ways of working that align with the covert
aspects of your culture
2. Encourage members to live out and contribute to the culture in their own
ways
Revisit Your Culture
1. Don’t take your culture for granted
2. Reassess your audit in short form annually or as you grow
3. Continue to ask for overt feedback about your culture
Thank You!

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Scaling Your Digital Marketing Team - Strategist Marketing - Digital Olympus 2018

  • 1. Building a Digital Marketing Team Ashley Plack, Strategist Marketing
  • 2. Setting Up Your Culture to Scale Team Outputs ● Capabilities ● Capacity ● Culture
  • 3. Inputs of Team Maturity How your team works Culture How much work your team can produce Capacity What types of work your team can produce Capabilities
  • 4. Identifying Your Team’s Maturity Types of Teams ● Has Your Back(biting) Team ● The Small But Scrappy Team ● The Million (pass the) Buck Team ● The (re) Visionary Team
  • 5. The “Small but Scrappy” Team MISSED DEADLINES PROJECT KICKOFF UNDERRESOURCED “Did you hear about…”?
  • 6. The “Has Your Back(biting)” Team RETALIATION TEAM BUILDING GOSSIP “Did you hear about…”?
  • 7. The “(re)Visionary” Team THE EDITS THE IDEA THE APPROVAL PROCESS “Just One More Round of Revisions”
  • 8. The “Million (pass the) Buck” Team THE EDITS THE IDEA THE ASSIGNMENT “Let’s toss that to another team”
  • 9. The Root of the Problem isn’t What is Done, but Why it’s Done That Way
  • 10. Scaling Your Team Perform a Culture Audit Prioritize Aspects of Your Culture Record the Most Important Aspects of Culture Retain Your Culture Revisit Your Culture Keeping Your Culture
  • 11. Perform a Culture Audit 1. Who communicates? 2. How do we communicate? 3. How are capabilities/capacity determined?
  • 12. Prioritize Aspects of Culture 1. What answers in the audit were generally agreed upon? 2. What would fundamentally change if we did this differently? 3. Should we be doing things differently?
  • 13. Record Your Culture 1. Determine what will be overt and covert 2. Choose a format true to your organization 3. Find a universally accessible place to maintain your record
  • 14. Retain Your Culture 1. Find policies, events, and ways of working that align with the covert aspects of your culture 2. Encourage members to live out and contribute to the culture in their own ways
  • 15. Revisit Your Culture 1. Don’t take your culture for granted 2. Reassess your audit in short form annually or as you grow 3. Continue to ask for overt feedback about your culture