“Don’t hire people to fill a position, select people to fulfill a dream and to serve a purpose.” Horst Schulze
To help you on your continuous journey of personal and professional development, we held an interactive workshop between Future CMOs and CMO Mentors, and asked them the question: “What does it take to be the best marketing leader you can be?”
As a marketer and brand, your team has the ability to make or break your ability to meet brand goals. Hiring and nurturing top candidates while catalyzing a strong team dynamic remains a formidable competitive advantage that smart leaders take seriously. During the workshop, two of our CMO Mentors held an insightful conversation about how they deftly manage their teams, maintaining the delicate balance between support and independence, facilitation and control, and ownership and delegation.
A great culture can start even before you have all of your team members in place. When building your team, you have the opportunity to ask smart questions that give you a look at not only what someone has done in their career, but how they approached it, the ways that they measure success and how they might contribute to a larger team.
When interviewing, think about these points:
When answering the question of how to find top talent, Feil and Mueller encouraged members to always be hiring. Stay connected with local organizations, put yourself out there on social media in order to build a presence for yourself as a leader and your team as an amazing group of people to work with. Be open to great people finding you.
The benefit of always keeping an open door allows you to not only optimize for talent but also cultural fit within the team dynamic - a quality that will determine how good of a match the person is in the long run.
Once you’ve built your team, your work as a leader has only just begun. It’s important to put in place a growth plan that will leverage each person’s existing strengths and encourage continued learning and excellence in their soft and technical skills.
A team member’s on boarding period is the ideal time to really immerse them in your company values, the projects your team is working on, the processes they use to solve problems and any other nuances of the organization. Having new members complete a personality test like the Myers Briggs or StrengthsFinder can help you cater to their individual learning style during this time, setting everyone up for a smooth transition.
Finally, consider setting up a mentorship program that allows each person to not only have a manager, but a mentor, too. This shouldn’t be one in the same, as a mentor will allow each team member to meet with someone who isn’t looking at them through a performance lens, facilitating open conversation and a safe space to voice concerns.
It’s a simple truth that not every person will be the right fit for your team.
Before jumping right to firing (after all, you did think this person was a great fit for one reason or another), take a moment to assess the issue and see where the problem lies. Is it skills? Culture? Does there need to be more communication?
A lack of skills may be addressed by creating an improvement plan with some educational materials. If the person has a desire to learn and improve, it may be a situation that corrects itself, given some time. Culture can be a bit more difficult to overcome. Think about how you’ve articulated team values in the past and how you can improve on someone’s behavior. This, again, will require a desire on their part to be a part of a larger team and really align with the company values.
In either situation, voice your concerns and follow-up with the team member before deciding to part ways. If firing is inevitable, be compassionate and set them up for success so that they can thrive in their next role. Provide constructive feedback - sharing both their strengths and weaknesses - and be very clear about what didn’t work.
Remember that someone who was not a good fit for your team may be the perfect match for a different company or industry.
For the team members that you have invested in and want to see grow with the company, it’s important to manage culture and values proactively as a leader. Most people aren’t staying at their jobs for 10 years anymore, and employee retention is a two way street.
“When I finally got a management position, I found out how hard it is to lead and manage people.” Guy Kawasaki
Here are Feil and Mueller’s tips for creating an environment that people want to be a part of for the long run:
All of these pieces come together to create a high-performance team, but know that none of them will happen over night. Especially for marketers who have come into an existing team or are working to shift company culture, change can be slow and require extra effort. But our members who have been through this process all agreed it is well worth the effort.
After all, who doesn’t want to be a part of the cool marketing team that is doing awesome things?
Vasu is a passionate marketer who is fueled by strategy, team building and making an impact. Here's what she's learned during her career, and some of the reasons she loves being a marketer in today's fast-paced world.
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