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When it comes to marketing success, it’s all about the right team—and this seems to be consistently looked over. It’s not hard to see why: Prioritizing experience over cultural fit can be tempting. Trust me, I get it. Who wouldn’t want to hire someone who has been in the game for years?
Here’s the problem: When you prioritize experience over fit, you could be setting yourself up for failure. Sure, the person may have the technical skills to get the job done, but if they don’t fit in with the rest of the team and overall culture, you’re in trouble.
We’ve all seen it before. Your company hires a rock star marketing veteran they think will come in and totally revamp your team, taking it to the next level. But if the cultural aspect is missing, this can quickly go sour. That’s why casting the right people matters more than ever.
The marketing landscape is constantly evolving, and you need a team that can adapt to those changes. You need a team that shares your values, is diverse and inclusive, and has the emotional intelligence to connect with your audience and brand—even as both evolve.
So let’s talk about how to build that winning team. Why culture over experience, you ask?
Aligning with your audience: In today’s world, cultural diversity and empathy are absolutely essential. A team that reflects the community it serves can make a considerable difference. Building a team around core values can help ensure that everyone is on the same page, working toward a common goal. It isn’t just about the campaigns created, but the team behind them. Your team, especially when it comes to marketing, is an extension of the brand—much like your brand personified. You need to ask yourself: Do the brand and team members align?
Empathy and emotional intelligence: Marketing campaigns are meant to connect with people emotionally. That’s what makes or breaks them. Therefore, it’s essential to prioritize empathy and emotional intelligence when hiring. These skills help the team create campaigns that resonate with the intended audience and create a positive brand image.
Collaboration and adaptability: Great marketing campaigns arise from collaborative efforts, where team members share their strengths and work to improve their weaknesses. Adaptability is crucial, given the ever-changing marketing environment. The team must be flexible and open to changes to succeed.
