This document provides 10 tips for building a modern marketing team. The tips include figuring out hiring needs before starting, focusing on one's own network for candidates, maintaining a pipeline of potential candidates, hiring specialists rather than generalists, conducting thorough background checks, hiring quickly but also being willing to fire quickly if needed, and creating a collaborative team environment. The overall message is that the success of a marketer depends more on the quality of the marketing team that is built.

1. 1@jeffperkins8
BUILDING A MODERN
MARKETING TEAM
Managing Editor Live
March 14, 2019

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PEOPLE HAVE PAID FOR
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@jeffperkins8
www.linkedin.com/in/jeffperkins1
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SingleMindedProposition.com

14. SEO
PPC
CPC
CPA
CPM
SAL
MQL
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BOFU
MOFU
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TOFU
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TOFU
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ROI
RT
SLA
W
TF?

15. 15@jeffperkins8
THERE’S NOTHING ABOUT
AUTOMATED MARKETING

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YOUR SUCCESS AS A MARKETER
WILL HAVE LESS TO DO WITH
YOU…

17. 17@jeffperkins8
…BUT WILL HAVE MORE TO DO
WITH HOW GOOD A MARKETING
TEAM YOU CAN BUILD.

18. 18@jeffperkins8
“I noticed that the dynamic range
between what an average person
could accomplish and what the best
person could accomplish was 50 or
100 to 1... A small team of A+ players
can run circles around a giant team of
B and C players.”
–Jay Elliott, Leading Apple with Steve Jobs

19. 19@jeffperkins8
WHEN YOU HAVE THE RIGHT
TEAM, THERE’S NOTHING YOU
CAN’T DO.

21. 21@jeffperkins8
10 TIPS
FOR BUILDING A MODERN
MARKETING TEAM

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1. FIGURE OUT WHAT YOU NEED
BEFORE YOU START HIRING

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YOU CAN DO ANYTHING, BUT YOU
CAN’T DO EVERYTHING.

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KEY QUESTIONS TO ASK:
1. What is the biggest problem I need to solve?
2. What skills and capabilities will I need to solve
that problem?

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2. FOCUS ON YOUR NETWORK
FIRST

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IF YOUR NETWORK IS WEAK, YOUR
CANDIDATES WILL BE WEAK.

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BENEFITS OF HIRING FROM YOUR NETWORK
•Source better candidates
•Mitigate risk of making a bad hire
•Save money on recruiter fees

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3. BE A STALKER

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KEEP A SHORT LIST OF
MARKETERS YOU’D LIKE TO MEET

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4. BUILD A PIPELINE

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THE BEST TIME TO LOOK FOR
CANDIDATES IS WHEN YOU DO NOT
HAVE A POSITION OPEN

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ALWAYS HAVE A PIPELINE OF
CANDIDATES YOU WANT TO HIRE IF
YOU HAD THE HEADCOUNT

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5. DO NOT HIRE A GENERALIST FOR
A SPECIALIST ROLE

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6. HIRE SPECIALISTS WITH
STRETCH

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HOW TO YOU GAUGE “STRETCH” POTENTIAL?
•Track record of results
•Has learned new skills
•Completed certifications (Adwords, Hubspot, etc)
•Consumes a high quantity of marketing content
•Is a ”marketing geek"

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7. GET CANDIDATES BEFORE THEY
ARE ON THE MARKET

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8. DO YOU OWN BACKGROUND
CHECKS

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HOW TO DO YOUR OWN BACKGROUND CHECKS
• Google the candidate
• Check out all key social media channels
• Review recent programs/campaigns the candidate has worked on
• Review any content the candidate has created (presentations, articles, etc)
• Talk to at least 3 people who have worked with the candidate but are “non-
references”

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9. HIRE FAST. FIRE FAST.

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I’VE NEVER FIRED SOMEONE AND
THOUGHT, I WISH I WAITED
LONGER.

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10. CREATE A STRONG
COLLABORATIVE TEAM
ENVIRONMENT

49. IMAGE: DISC

50. 50@jeffperkins8
HOW TO BUILD A MODERN MARKETING TEAM
1. Figure out what you need before you start hiring
2. Focus on YOUR network first
3. Be a stalker
4. Build a pipeline
5. Do not hire a generalist for specialist role
6. Hire specialists with stretch
7. Get candidates before they are on the market
8. Do your own background checks
9. Hire fast. Fire fast.
10. Create a strong collaborative team environment

51. 51@jeffperkins8
THANK YOU!THANK YOU!
Managing Editor Live
March 14, 2019