The Salesfusion, becoming Sugar Market, marketing team is split into three focus areas: content marketing, revenue marketing, and customer marketing. For the last five months, I’ve been responsible for revenue marketing which includes any lead generation activities that are considered inside the funnel.
Here are a few lessons I’ve learned so far about leading and building a team of smart revenue marketers:
- They’re smart. Really smart. The tasks and responsibilities that fall into marketing are so vast that each member of the team has to become an expert in their set of responsibilities. To plan, execute, and scale these responsibilities into bigger and better things for the business takes an expert. Creating a culture where learning is the currency they exchange with each other and you is the key to enabling your team to be experts… and often, to be smarter than you.
- We’re truly a team. I dealt with the ups and downs of being in sales for the better part of my career and I thought I handled it well. I’d do my best not to let myself get too high after a great quarter or too low after losing a big deal, mostly because I knew I put every effort into making the deal, month, quarter a great one. In marketing, most wins simply aren’t fast enough to feel too high and your losses happen so quickly that you don’t have time to be too low. You just react quickly, confidently and effectively. Most importantly, you do all of this as a team – win or lose. The wins and losses our team has are felt collectively because there is no output from marketing that is solely the work of one person.
- We’re accountable. Because we’re truly part of a team, everyone is accountable for their work mostly because they’re accountable to each other. There is a level of trust and accountability between each team member and that’s the heartbeat of the entire team.It also makes hiring a collaborative process. I see it as my job to understand if this candidate has the skillset to be a successful, productive member of the team and a culture fit with the company, but it’s up to the team to decide if they see themselves working well together.
Equally important and as a marketing technology company, we love metrics. We keep track of very specific metrics that are tied to each person’s role and see how they move the needle on the goals as a business. The metrics provide focus areas for being an expert and motivates the team to get better with each campaign.
- They’re Creative. I get caught up in the operations of it all. “How are we compiling the information for our newsletter? How should we organize that webinar? What’s the follow-up plan for our next event?” The team often reminds me to set aside time to collaborate and iterate on creative ideas and I’m always grateful. Creative genius pours out of those meetings in the form of simplicity and logic – two factors that are vital to most things marketing!