This document discusses how to build a winning marketing team. It recommends assessing your current team's skills to identify any gaps, particularly in emerging technical skills. If gaps are found, the document suggests upskilling existing staff, hiring new people with needed skills, or using external partners. It also stresses the importance of retention strategies like compensation, work-life balance, career development and giving staff challenging work to keep a winning team long-term.

1. Building a Winning Marketing Team
Jennifer Brett
LinkedIn Insights

2. “
"Alone we can do so little,
together we can do so much.”
Helen Keller

3. 400 Million +
have established their professional
identity on LinkedIn
LinkedIn’s first-party data is rich & unique
380 Million +
skills added
45 Thousand
standardised skills

4. What skills does your Marketing team need today?
D A T A
A N A L Y T I C S
B R A N D
S O C I A L
M E D I A
A P P
C R E A T I O N
D I G I T A L
C H A N N E L S

5. Where are the biggest skills gaps?
Most in-demand skills
(Recruiter demand vs. Skills supply)
Site Maps
Multivariate
Testing
Omniture Rich Media
Behavioural
Targeting
Ad Serving
Marketing
Automation
Demand
Generation
Eloqua
Advertising
Operations
Ad Tech Dominates

6. Build a winning team
Entry Level
Marketers
Millennial
Marketers
Senior
Marketers
Marketing
Leaders
Social Media
Customer Service
Technical skills
Data Analysis
Strategy
LeadershipCreative/Content skills
Brand Management/Development

7. What can you do about the skills gap?
U P S K I L L Y O U R
E X I S T I N G T E A M
H I R E F O R T H E
R I G H T S K I L L S
L E V E R A G E
E X T E R N A L
P A R T N E R S
R E T A I N T H E
R I G H T T A L E N T

8. How do you retain your winning team?
M I L L E N N I A L M A R K E T E R S S E N I O R M A R K E T E R S
Excellent compensation & benefits
Good work/life balance
Strong career path
Strong employee development
Challenging work
Challenging work
Long term strategic vision
Ability to make an impact

9. Steps to build your winning team
Remember:
You can’t do it all
Assess your team’s
skillset & determine
if your team has the
‘priority’ skills for
marketing today
Identify if there is a
marketing tech skills
gap & take actions
against it
Take the right
actions to retain
your talent

10. Thank you