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Web Design, Hosting, Digital Products & Services

Web Design, Hosting, Digital Products & Services

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Fractional CMO Services: Achieve Growth In Your Marketing Team

Fractional CMO Services: Achieve Growth In Your Marketing Team

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Black Pearl Matrix

Key Roles for a Marketing Team:

What is an Chief Marketing Office CMO, and How They Can Help Your Business?

An CMO (Chief Marketing Officer) provides high-level executive marketing experience in strategy, planning, budgeting, and oversight of your marketing operations, and by hiring a factional CMO service, business owners can save money and have access to professional marketing leadership at critical stages in their growth.

How to Assemble Your Company's Marketing Team

See what it takes to build a truly skilled marketing team and, more importantly, how to continue to enhance the team you’ve taken the time to build.

The success of a Marketing team begins with its formation, with the choice of competent professionals to occupy strategic positions that will directly impact the results achieved.

Now look at what we don't want to happen on your team:

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This certainly takes a lot of work and poses a great challenge, but it’s also what differentiates top teams from those that don’t perform above average.

What does it take to assemble a truly qualified Marketing team? And, more importantly, how do you continue to qualify the team you took the time to assemble?

See everything you need to know to make the right choices and have the best professionals by your side!

About Black Pearl Matrix
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We are a passionate team of experts that have helped businesses large and small from all around the world to capitalize on the Internet.

BPM Professional Web Design, Online Business Development, Pre-Built Online Stores, Mobile Apps, SEO Services, Web Hosting, Interactive Media & Animation, Social Media Integration, Branding, Affiliate Opportunities, Online Store

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What to Consider Before Assembling the Team

Before you start looking for candidates or thinking about job descriptions, it’s good to consider some important factors that will help define team building.

Taking this into account will help you not to rush things and avoid the mistake of hiring too many people ahead of time, which can unnecessarily complicate the job.

Here are 3 basic things you need to pay attention to:

1. Company Size

The size of your company is a determining factor both for scaling the team and for defining the profile of candidates to be hired.

While small companies will need few professionals with a more generalist profile, the famous “wild cards”, large companies should look for complete teams, with specialists in their respective areas.

2. Challenges to Overcome

What are the Marketing and Sales challenges your company faces? What about the goals set for the business in the future?

Thinking about this will help you to better understand what kind of people you will need to have on your team to achieve what you set as a goal.

By the way, you will also know how to mix different personalities and work styles in search of the right diversity to assemble a differentiated team.

3. When is it worth outsourcing?

As soon as your company decides to adopt a Digital Marketing strategy, one of the doubts that arises is whether to structure a team internally or outsource the services. Or even mix the two options. This will depend on your company’s size, area, budget and priorities.

There are advantages and disadvantages to each of these choices. In the case of a contracted team, they usually better understand the context of the company and its objectives.

In addition, they have more time to dedicate themselves exclusively and deliver results only for the company itself. However, hiring experienced employees tends to be more expensive, and if they have less experience, the learning curve is greater.

On the other hand, an outsourced team gives your company the freedom to focus on other aspects of the business. But these third-party professionals will also have less time to dedicate to your project, as they will likely be servicing other clients as well.

To know what you should and shouldn't outsource, it's worth asking yourself:

 • Is this activity very time consuming for an employee and could it be with another person or company?
Is it an important activity for the company to the point of requiring the hiring of a specialist?

With the answers in mind, it’s up to the company to assess what’s best for the business.

How to Hire Team Members

Hiring your team members will be a challenging task, but it will also be a very positive experience as the pieces fall into place until the lineup is complete.

Pay attention to the following 5 steps to find the ideal candidates for each vacancy:

1. Identify the Main Challenges by Sector

We already talked about identifying the challenges of the business as a whole, but now is the time to think about the specific difficulties of each position.

This is the first step in defining precisely the ideal type of person for the job and looking for him to solve the problems that will arise on a daily basis.

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2. Build an Ideal Candidate Profile

Based on what you defined when thinking about the challenges of each role, you should assemble an ideal profile of the candidates you will recruit.

Now is not the time to actively look for them, but it will give you a good idea of what the final team will look like, with everyone in their respective areas.

3. Know the Positions You Need to Fill

This step is like putting together a jigsaw puzzle, but it goes far beyond associating the roles you need on your team with names of common positions in the market.

The idea is that you get to know each position very well for which you are going to hire and know how to select the best ones to be part of the company.

4. Set up an Early Selection Process

Rather than starting the selection process haphazardly with no clear direction, it is far better to design a process in advance.

Thus, you will avoid emergencies and unnecessary headaches and give a serious image of the company.

This will also make it easier for only the most qualified people to apply for the position and your evaluation process to be more efficient, increasing your chances of being hired correctly.

5. Automate Part of Recruiting

Of course, you don’t want to relieve yourself of the responsibility of choosing your marketing team members, let alone seeing someone incapacitated in an important role.

But that doesn’t mean you have to go through the whole process manually. To attract candidates, there are many useful recruitment sites that can help.

Depending on the vacancy, there are also testing tools that can be used to facilitate your assessment work.

How to Qualify Your Team

Once you’ve made the hire, your job is done, isn’t it? None of that! Those who work with marketing know the importance of qualification.

Unsurprisingly, this is a requirement, but how do you ensure everyone stays current with industry standards?

After performing the 4 actions below, you will be able to do this.

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1. Constantly Give and Receive Feedback

Feedback is a key point within any team, and it has to come from the leader. So don’t hesitate to give and receive this feedback from each person on your team.

This constant exchange of information will only contribute to everyone’s personal and professional growth and will create a stronger environment to achieve the proposed goals.

2. Promote Collaboration in the Company

While some leaders promote the spirit of internal competition, believing that this will awaken the thirst for results, the best solution is collaboration.

Through it, some learn from each other and acquire skills that they would not be able to achieve alone.

That is, a collaborative environment promotes qualification in everyday life, just by exchanging ideas and experiences.

3. Invest in Training

Investing in training, certifications and events related to the concepts your team needs to understand is undoubtedly one of the best ways to qualify your team.

The opportunity to learn from industry references on topics relevant to the team’s day-to-day life will make all the difference in keeping the team at the highest technical level.

4. Encourage Content Production

Producing content is another great way to improve your team. Think about what it takes to produce a blog post, for example.

Searching for references on a subject, organizing ideas and communicating them in a simple and objective way, in a way that generates value for readers, is not for everyone, is it?

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A team that regularly produces content becomes more complete to successfully tackle the company’s marketing problems.

What's New in Marketing Management?

The arrival of the internet brought complexity to marketing management. Today there are many channels that need to be worked on. A Digital Marketing strategy, for example, requires a large number of tools and skills.

In addition, consumers today want to interact with the company through different channels, which requires a more personalized service. Therefore, marketing managers need a vision of consumer behavior and integration with the Sales area.

This professional needs to worry about content, customer acquisition, enchantment and much more. It’s not just generating the Lead and passing it on to a seller.

The Areas of a Marketing Team

Determining core functions, as we said, is difficult because it varies from company to company. But it is possible to list some activities that are critical for the functioning of a marketing area today.

Leadership

It is difficult for a marketing area to be successful without a good leader. Whether coordinator, manager or director, this person acts as a guide for the team. Therefore, in addition to technical capacity, it is necessary to engage the team and identify with the company’s culture, representing it.

SEO

Having an SEO professional is also essential for the functioning of a marketing strategy. With a more technical profile, he is responsible for developing and executing strategies for websites to be relevant in search engines.

Contents

Those who work with content are responsible for one of the main means of attracting Leads today. Production can even be outsourced, but it is important that someone edit and review the content received, adapting it to the needs of the company.

Design

Currently, the designer is responsible not only for the creative part, but also for usability techniques. Websites need to be responsive and user-friendly for your internet strategy to be successful. Therefore, a professional specializing in this area is essential.

Operations

Finally, the person responsible for operations is the one who will ensure control in the execution of activities, following the planning. He can also implement Marketing Automation tools, which leave the rest of the team free for more strategic and less repetitive activities.

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Key Roles for a Marketing Team

What, after all, are the key roles a marketing team needs to do well and generate profit for the business?

As we have already seen, depending on the size of the company, the marketing team can have a few professionals or dozens of them.

That’s why we’ve reviewed just a few of the positions you might want to fill at your company below:

SEO Analyst

The role of an SEO analyst is to monitor the progress of the company’s optimization strategies and look for opportunities for improvement, which involves keeping an eye on the latest news on the subject.

It must also ensure that what has been defined in this regard is actually put into practice. For that, you need to understand SEO metrics, collaborate with content and development teams.

Social Media Analyst

The social network analyst, in turn, has the mission of understanding how the company’s image is on these networks, as well as the engagement of followers and fans with the content produced.

Naturally, he should also lead the improvements made in this regard, mainly aimed at increasing conversions through these channels.

Content Marketing Manager

The Content Marketing Manager is responsible for coordinating a team of professionals responsible for all content production and maintenance of the blog: copywriters, designers and others.

He must always be aware of the company’s objectives, such as generating Leads and increasing sales and creating strategies and processes that lead to their achievement.

Web Development Analyst

The web development analyst needs to keep the company’s website and corporate blog running smoothly, as well as performing maintenance and updates as needed.

He must understand advanced design and development principles, as well as collaborate with content teams, social media, and others to create great user experiences.

Optimization and Conversions Manager/Analyst

This person is responsible for managing all marketing tests and using them to improve the conversion rate through the sales funnel.

Landing Pages, forms, Call to Action buttons and A/B tests are some of the concepts that he needs to understand very well to increase the generation of Leads and their conversions into customers.

Indeed, the process of finding and recruiting talented professionals to join your marketing team requires a lot of proactivity and careful analysis of candidates. But following these tips will give you what it takes to do a great job and reap the rewards.

How to Structure a Digital Marketing Team Using the Growth Machine Methodology

Creating and maintaining a structured marketing team is one of the first and most important requirements for implementing a Digital Marketing strategy. But for that, you need to start by determining the ideal professional profile for your business. What experiences are needed? What traits, skills, and knowledge are desirable?

With this profile defined, it’s time to analyze the available candidates: based on what your company needs in relation to the professional, create a test that allows the candidate to show if he is the person you need.

The Necessary Knowledge

If you decide to keep an in-house team, or part of it, you will need to know what skills and characteristics are needed by a Marketing professional. Of course, part of this depends on the role that will be assumed, but, in general, it is desirable that a professional in the field is:

• T-shaped: this means that he must have a general background in Digital Marketing, but he must also be an expert in some area, such as content production or SEO;

• Data-driven: professionals must justify their opinions and choices through data, not “guess”;

• Differentiated: among the differentials of a good Digital Marketing professional are: dynamism, curiosity, willingness to learn and proactivity. Other good indicators: certifications in the area, good previous references, etc.

At first, it is difficult to know how many professionals will be needed to put your Digital Marketing strategy into practice. The truth is that the team can be variable, as it will depend on how much you are willing to invest.

If your company is small or medium, you can start with an employee with a more general profile, that is, who understands a little bit of everything. As marketing demands grow, you can hire more and more qualified professionals for specific roles.

But which professional to start hiring with? Although there is no single right answer, at Black Pearl Matrix we have a methodology, the Growth Machine, which serves as a guide to know what the size of your team should be according to your development and growth in Digital Marketing.

How to Assemble and Increase the Performance of a Team Using the Growth Machine as a Methodology

The Growth Machine methodology aims to help companies grow in a clear and predictable way, following a successful path in Digital Marketing.

It is divided into 4 phases that indicate the degree of evolution of the company in Inbound Marketing. In each phase, there are some steps to implement or evolve the Digital Marketing strategy, in addition to a suggestion on how to compose the Marketing and Sales team.

For those who are starting, phases 1 and 2 of the methodology are directed, which we will see below.

Phase 1: Channel Test

Phase 1 is where everything starts. That’s when the company is still learning how to use Inbound Marketing as a tool to acquire customers, generate leads, nurture them and qualify them for sales.

It usually lasts between 3 and 6 months. The team must have at least 1 or 2 people in Marketing and Sales: one of the collaborators must work in Digital Marketing, knowing at least the basic concepts, such as Lead, blog, Email Marketing, etc. The other should focus on sales, working on Leads generated from Inbound actions.

At this stage, it is suggested that professionals take courses and consume more general content, which help in the application of the methodology. It is necessary, first of all, to understand the strategy and how it applies to the context of the company. It might be a good idea to have a lead generation consultancy.

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Phase 2: Replicable Model

From phase 2, the company starts to make more inbound sales. So, it’s time to start actions that generate more volume and predictability in the generation of Leads and sales.

For this phase, it will take 6 to 12 months. The team must consist of 2 to 5 professionals. One must be in Marketing, there must be a part-time in pre-sales (Lead Qualification / Mid-Funnel), a designer or freelancer and sellers. Everyone should know basic Digital Marketing techniques and understand the mechanics.

It’s time to invest in specific courses and content, consulting and even outsourcing focused on solving the team’s main bottlenecks, such as the issue of scale in content production and media buying.

Phase 3: Automation and Scaling

For those who already do Digital Marketing, that is, they already have a certain maturity in the strategy, it is time to automate and scale the process (Phase 3 of the Growth Machine methodology). This is because the operation has already grown naturally to the point of some pain.

The volume of Leads to be qualified becomes too large for this to be done manually, and the pace of organic growth slows down, appearing to be close to a saturation level. Operationalizing communication, content and lead management starts to become difficult.

It is in this context that you should grow your marketing and sales team as follows:

At least two marketing professionals;
A content editor/producer (in-house or outsourced);
A pre-sale;
A designer;
At least three vendors.

At this stage, your team should already be able to use intermediary Digital Marketing and sales techniques, generate more volume of recurring Leads, work with paid media and create a well-designed buying journey for your target audience.

It’s also time to start using automated email flows (which will relieve part of the manual production team) and have sales qualification automation (Lead Scoring).

Phase 4: Optimization

When your business is running at full speed in this way, it’s time to move on to Phase 4 (Optimization). Here, the company already has a fluid, high-volume operation, with good market penetration, and is already in a difficult situation to continue to gain volume. The focus now is on gaining efficiency.

At this stage, the concern is to use data and intelligence to better capitalize on the entire structure and actions that are already being carried out.

Here, it is highly recommended that you create a structure of experiments (Growth Hacking) to make continuous improvements in the most diverse Digital Marketing practices available, always based on numbers and advanced analysis. So the team already has to be a little more robust.

The team is expected to already have:

A CMO or Director of Marketing;
4 or more experts per technical topic;
2 or more content editors/producers;
Creative team with 3 or more people (designers, video editors or others);
At least 1 sales operation on the sales team.

At this stage, the team needs to be able to use advanced marketing and sales techniques, do Growth Hacking, produce segmented content, have a flow of emails to customers, have a sales efficiency analysis process that brings feedback to marketing for updating of Lead Scoring and goals.

Phase 5: Identifying Bottlenecks

Another way to assess whether the team structure is working is to analyze the operation and look for possible bottlenecks.

Is content production up to date? Do all qualified leads go through pre-sales? Are salespeople able to address all leads that come to them?

To help identify these bottlenecks, you can adopt these tips:

• Have a well-defined capacity for each employee in terms of efficiency and time: you need to know your employees’ production potential to know what and how to charge them;

Preparing employees to take on management: In a growing company, it is common for individual employees to become managers, many with no previous management experience. Thus, align expectations, increase responsibilities and monitor the evolution of this new manager;

Plan to improve the structure and processes: check what the structure of a certain area is today and if it will be scalable in 6 months for the planned growth. In addition, prepare to specialize areas, benchmark and optimize processes;

Ensure culture alignment: Have a company culture code and ensure leaders are ambassadors. And put those values into practice.

How to Increase the Performance of a Digital Marketing Team

BPM EMPOWER YOUR TEAM WITH THE FOLLOWING TIPS

Once the Digital Marketing team is assembled, it is common for the company to face some problems: for example, the knowledge of the members is not completely leveled, causing problems in development.

Another case: you end up hiring a super competent professional with great potential, but with a great lack of experience. In short, there may be different situations and different demands for employee improvement.

Therefore, it is necessary to invest in the qualification of these employees in order to build high-performance teams. Therefore, it is interesting to think about developing the skills of each employee and seek to align the team’s knowledge.

Below, we’ve selected some of the performance-enhancing trends and how they can positively impact a team.

Tools

Training employees in the use of tools becomes necessary when Digital Marketing teams are being structured and it is necessary to increase the productivity of the group.

There are some cases where applications and/or software can help increase a team’s performance. Are they:

Case 1: If Manual Work Is Done Often

When you have a small business, it is relatively simple for the Marketing team to be able to do the day-to-day tasks manually.

One company experienced this first hand: until the second half of 2013, the company converted a small number of Leads, so it was easy for us to analyze those who showed interest in the tool. When considered qualified, he was forwarded to the team of 2 sellers to be approached.

But in about a year, the sales team grew from 2 to 21 salespeople, and the demand for Ready-to-Buy Leads grew as well. Thus, analyzing them individually has become much more complex.

Hiring more people to do this sorting job, however, would be too expensive and not scalable. Therefore, some tools were adopted to eliminate manual and poorly scalable work.

Solutions such as Marketing Automation and Lead Scoring became part of our Inbound Marketing process, ensuring that the maintenance of Lead data and the activation of communication and relationship materials happened automatically.

These were very important processes to be automated, as they ensured that our team stopped worrying about simple tasks that demanded a lot of time and turned their attention to executions that really generate results for us and depend entirely on the strategic capacity of employees.

Other tools that can help simplify recurring tasks are spreadsheets and templates. For example, if your team does monthly reporting, having a report template is a simple way to speed up this task. The collaborator will only have to fill in the model with the updated data and adapt some information as necessary.

Spreadsheets, on the other hand, can help with calculations, preventing the person in charge from doing everything manually and minimizing the possibility of errors.

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Case 2: A Process Depends on People Outside the Team/Outsourcing

Another example where the tools can be used is when a part of the process depends on people outside the team, outsourced work, allocated in another company unit or home office.

There are cases of companies that work with Digital Marketing and that outsource or carry out part of the projects remotely, such as the creation of Landing Pages or email templates.

This has a financial cost to the company and can also create situations where production performance and agility are compromised. External forces can lead to delays, rework due to misalignment with the proposal, change of collaborators, etc.

Thus, it becomes easier for company employees to fulfill these tasks. You can use tools for this, as long as they are not too complex and do not require advanced skills that employees do not have.

An example is the Soprani Business Group, which has intuitive resources for creating Landing Pages and emails in a simple and agile way, in addition to the Marketing Automation and Lead Scoring mentioned above.

If You Invest in Tools, Train Employees to Use Them

It is possible to adopt tools to gain agility in processes and reduce costs, but it is necessary to train employees to use these tools. Fortunately, many of them offer ways to empower users.

Thus, knowing how to handle the platform will allow the user to perform tasks more quickly that would require the skills of other professionals and more time and company resources.

You can change your communication permissions at any time.

Work Processes and Forms of Management

Using tools is a possibility to streamline processes, but this may not be enough to increase the productivity of Digital Marketing teams. Therefore, it is sometimes necessary to invest in work processes and forms of management.

Below are two cases where these strategies may be necessary:

1. When There Are Several People Involved in the Same Process

A larger team may have more than one person working on the same project. Therefore, to create uniformity and alignment in the execution of tasks, it is important to implement processes.

For example: when we are going to produce content to generate Leads, it is necessary to have a production process for this material. All people who will be part of the process must follow steps that have a logical order with a beginning, middle and end.

Each step should be assigned to specific people and divided into activities. Thus, each person understands what their functions are and it is simpler to detect possible errors.

This process also helps in the “interface” between areas, as sometimes a project may involve more than one team.

In the case of content for lead generation, the content production team (writing) and the creative team (layout) work. Thus, each team has a responsible person, who receives the demand for tasks from the other teams and distributes them to his team members, organizing the process.

1.1 Another example: Alignment between Marketing and Sales

Alignment between Marketing and Sales is essential in a well-structured team, but it is common to see Marketing and Sales teams where there are several frictions.

This undermines the performance of the teams and impacts the goals of both. Thus, it is necessary to follow some precepts to ensure that there is no misalignment:

Understand the attributions and difficulties of each of the areas;
Same goals in mind;
Count on an SLA (Service Level Agreement or Service Level Agreement) to formalize the agreements.

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2. Not Inflating the Marketing Team and Ensuring Deliveries

Work processes and management methods serve to not inflate the team and ensure that everyone will deliver what is needed.

By organizing the activities in this type of process, it is easier to see which professionals are needed to carry out the tasks that need to be fulfilled. This avoids hiring people who will not be well aligned with the projects.

By dividing projects into stages and tasks, you can track who is doing what activity, increasing the chances of delivery, as each employee is responsible for their activities and is charged for them.

To structure these processes and management methods, we recommend the adoption of agile methodologies, such as Kanban and Scrum.

Internal training

Training is an effective way to increase performance and retain talent on your team. According to the 2019 edition of the Linkedin Learning Report, 94% of respondents say they would stay longer at companies that have invested in training and development. 48% say they found purpose in performing their roles and 47% felt less stressed.

These trainings appear as a way to meet the team’s demand for knowledge and allow learning to be applied in the short term.

It is important that the training theme is applicable to several people on the team, not just one.

Online Courses and Certifications

Certifications and online courses can be a good option for those who want to update themselves, align their knowledge within a team and train professionals with potential, but without experience. In addition, they can assist in the hiring process.

Online courses can also be useful when a more specific division of tasks within the team is required.

For example, part of the team is responsible for more SEO-focused processes; another, through social networks; another, producing content for certain stages of the sales funnel and so on.

There are several companies that already produce their own online courses or that use content produced by other companies.

Events

Corporate events have grown a lot in the US lately. And with this growth, marketing certainly couldn’t be left out.

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But how can such an event increase the performance of a marketing team?

Initially, it is beneficial to meet and learn from people who are icons in this field. It is possible to update yourself on new marketing trends, share experiences and learn a lot about what is currently being put into practice.

Another important aspect is networking: at these events it is possible to exchange many ideas and tips, obtain useful contacts for future business and share guidance related to the world of marketing in general.

Consultancy

A marketing consultancy has the function of helping to plan strategies aligned with the objectives of the company that hires the service.

It can be a good option for a company that uses outdated strategies and seeks to evolve, which is in an initial stage and does not know where to start applying these strategies, or to improve communication within the marketing team and the division of tasks, aligning members of the team and organize action plans.

In other words, it’s useful for all the common dilemmas of a modern practice like Digital Marketing.

FAQ – Frequently Asked Questions About Fractionated CMO Services

1. Is a degree required to work as a CMO?

In general, to work as a CMO you need a higher education degree and often specific training in marketing. Even so, specialists trained in other areas can also work in this sector, but in these cases it is not uncommon for companies to ask for a postgraduate or MBA in the area.

2. How can marketing collaborate to leverage a company?

Instead of loose ideas, marketing now has clear guidance on the objectives to be pursued, the indicators to be monitored and the strategies to be developed. In this way, it manages to collaborate towards the larger objectives of the company's strategic planning.

3. How did service marketing come about?

Marketing was born with the industrial revolution, when the manufacture of products began to be done on a large scale, increasing customer options. This gave rise to the need for companies to better conquer their target audience to convince them that that product was better than another.

4. What does a marketing team do?

The experts involved in the area are responsible for developing effective campaigns to attract and retain the public. In addition, they must be qualified to work strategically on the brand's image in the market.

5. How to strengthen teamwork?

Whenever possible share your personal interests, hobbies; Try to accept invitations to any activities outside the work environment; Try to keep the exchange of ideas active, especially if you have a more introverted personality. This will help in strengthening teamwork.

Conclusion

As you’ve seen, building a good Marketing team is just the beginning of a great journey. When leading a team, you need to constantly update yourself, bringing new ideas and challenges to your collaborators.

However, to really achieve the best results, it is essential to have a complete and well-structured plan.

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