Your marketing team is an integral part of your business. They are responsible for getting your brand and business out there. All of that internal effort that goes into your business operations will all be for nothing if you don’t have a voice online or offline.
At the same time, though, the world of marketing is always changing, and the need to be adaptable and flexible is often challenging for a lot of businesses to maintain without burning through their financial resources.
Scaling up quickly is achievable, but needs to be done correctly. This guide will take a look at the smarter ways in which you can build your marketing team by implementing a robust tech stack and focusing on a core, high-leverage team.
The advantages of scaling up as a marketing team
Why scale up your marketing team in the first place? What are the benefits of doing it? Well, there are many.
Enhanced reach and support
With scaling up your business, you achieve a broader audience reach due to having a larger and well-resourced team to hand. You’re able to effectively target and engage with a wider audience across more channels, from content marketing to SEO and social media.
Scaling up enables your team to tackle the more ambitious and integrated marketing campaigns that would otherwise be beyond the capacity of a smaller team.
You’ve got the benefit of increased market share and revenue, which directly contributes to higher customer acquisitions and, more importantly, retention. That all helps when increasing sales, profitability, and the overall market share.
Operational efficiency and specialization
When you scale up correctly,y you help improve revenue without the impact of high costs. Fixed costs are spread over a larger output, reducing the cost per unit – or employee in this case.
A larger team available can often accommodate specialists in a variety of marketing domains, like content strategy and automation. This often leads to deeper expertise and better execution of strategies than a general team could deliver.
Streamlined processes are a benefit of scaling up any team, as it often means implementing automation, robust systems, and repeatable processes that are documented.
Talent and innovation
The talent and innovation that scaling up your marketing brings is priceless. A growing and successful marketing team is more attractive to high-performing professionals who might be on the lookout for a new job in your company.
Innovation is important for any business to have in bucket loads, and having diverse, cross-functional teams helps create an environment of creative solutions and innovative strategies.
Strategic alignment and stability
Finally, if you need a reason to scale up your marketing team, do so because it helps with data-driven decision-making or helps build a stronger brand image and loyalty to the brand.
These all help contribute to long-term resilience as a team and as a wider workforce across the business.
How to scale up without burning your cash
So now you’re convinced that scaling up your marketing team is an opportunity you can’t ignore, here are ways you can scale up without burning your cash.
- Define the core competencies and must-win battles
First and foremost, define the core competencies required and the must-win areas that are critical for your marketing functions.
These marketing functions should be critical to your immediate growth goals. Focusing initial resources on these areas, from content marketing to demand generation, is helpful to spark initial progress, and the less critical functions can be worked on later.
- Leverage fractional and freelance talent
It’s important to leverage fractional leaders and experienced talent who are freelancers. This approach provides specialized skills dependent on the project you’re working on.
You avoid the long-term commitment and overheads of a full-time salary. While there are times when full-time positions will be needed internally, a lot of the work that needs to be done for your marketing efforts can be done with the help of freelance talent.
Fractional CMOs are useful as they provide you with C-suite marketing leadership at a fraction of the cost of hiring full-time. With marketing staff augmentation services, you can maximize your output without needing too many internal staff to do it.
- Build a lean and high-leverage internal team
As you expand your business and scale up, that doesn’t necessarily mean you have to expand your internal team. Sometimes, building a lean and high-leverage internal team is better than just hiring for the sake of it.
Try to maintain a small, permanent team that can focus on project management, strategy, and cross-functional coordination.
A couple of roles you could look to incorporate into your team are a project manager or operations lead. This individual would coordinate all internal and external efforts. A content manager is useful to have too in order to ensure brand voice is consistent, and they’ll also be responsible for managing the content calendar.
- Optimize the marketing tech stack
Your tech stack is important as a modern business, so it’s useful to invest in a robust but effective one that will help you automate tasks and streamline your workflows so your marketing team can get more done in the working day.
This technology can also be incredibly helpful when it comes to providing crucial data insights. Consider using tools that help with marketing automation, project management, and analytics. With a well-configured tech stack, you’ll be able to boost productivity levels without burnout and reduce the need for more internal staff, too.
- Focus on ROI and agile experimentation
Finally, be sure to adopt an agile marketing methodology. Look at running short and focused experiments to analyze your data and to determine which channels or strategies yield the best ROI.
A data-driven approach like this one helps to prevent wasted spending on ineffective campaigns. It also makes sure your company’s resources are allocated to the most impactful activities for marketing team expansion.
If your business is strategically combining all of the elements above, then your business, like so many others, can scale its marketing capabilities for driving growth without burning through cash.
The post Scaling Fast Without Burning Cash: A Smarter Way to Build Your Marketing Team appeared first on The Startup Magazine.
Discover more from The Veteran-Owned Business Blog
Subscribe to get the latest posts sent to your email.
You must be logged in to post a comment.