Marketing People

Introduction

People are at the heart of any marketing function. A mature approach ensures your team has the right skills, capacity and development opportunities to support business goals.

As marketing becomes more complex and digital, the skill requirements are evolving rapidly. Mature businesses invest in their team, making sure they're equipped to execute effectively today and stay ahead of tomorrow's trends.

Best practices include:

• Having the right roles and responsibilities defined within your marketing function.
 
• Recruiting people with relevant expertise or partnering with trusted external suppliers.
 
• Providing ongoing training in marketing tools, platforms and strategy.
 
• Encouraging collaboration between marketing, sales and operations.
 
• Regularly reviewing performance, capacity and resourcing needs.

People are your most valuable marketing asset. Supporting them with clear direction and development will increase capability, consistency and creativity.

Build and maintain the right team structure, skills and support to deliver your marketing effectively.

Step 1: Audit Your Current Team

• Who is responsible for marketing (internal team, external suppliers, mixed)?
 
• Are there any capability gaps?

Step 2: Define Key Skills Required

• What areas are essential for your business (e.g. content, SEO, ads, analytics, branding)?
 
• Who is currently responsible for each area?

Step 3: Review Training and Development

• Are staff encouraged to attend training, webinars or events?
 
• What upskilling has taken place in the last 12 months?

Step 4: Evaluate Structure and Collaboration

• Are responsibilities clearly defined?
 
• How well does marketing collaborate with sales and other functions?

Step 5: Plan for Improvement

• Where are the biggest skill or capacity gaps?
 
• What support do your people need to improve or stay current?

Step 6: Measure and Adjust

• Are you tracking performance and output of your team or suppliers?
 
• Are regular reviews conducted to align resourcing with strategy?

Step 7: Score Yourself

Your Maturity Score

Use the Maturity Model scale:
1 = No dedicated marketing resource
2 = Basic support or one person doing multiple roles
3 = Some defined roles with limited capacity or training
4 = Roles are defined and team has relevant skills
5 = High-performing, well-supported and continuously developing team