The heart of great brand marketing is passionate, creative, hard-working people. If you feel the same way, these perspectives about supporting, coaching and developing your teams will add immediate, practical value to your playbook.
- 1. Perspectives for theTALENT PLAYBOOKDeveloping Great Marketing TeamsImage from blog.frankdamazio.com 2014 Tilly Pick
2. The heart of great brand marketing is passionate,creative, hard-working people. If you feel thesame way, these perspectives about supporting,coaching and developing your team will addimmediate, practical value to your playbook. 3. Gifts 4. I recently participated in a conference facilitated by Peter Block, ahighly regarded Organizational Development visionary and experton community-building and civic engagement. He let us know thathe is working on the same deficiencies today that he did 60 yearsago, observing that our society is too focused on shortcomingsand blind to our gifts. He cited an example of that blindness asthe Vaticans attempt to take over the organization that overseesthe majority of Americas 56,000 nuns. Your companys marketingactivities are an outcome of the unique gifts of your people.Acknowledging their gifts will mean a lot. Leverage their gifts, andit will mean even more. 5. PermissionMarketing 2.0 6. Think about permission marketing, but with an internal orientationversus the original idea of two-way dialogue with consumers thatwas coined and popularized by Seth Godin. Marketing people havea fire burning in their belly. To truly unleash that potential and thevalue your team can create, they need to know that you have theirback. Beyond promising empowerment, they need to know thatyou are overtly and actively giving them permission to be passionatezealots, conceive crazy new ideas, contest the status quo, andconnect dots in totally new ways. Watch what happens when youcommunicate that. You can count on it being better than the bestmotivational speaker. 7. A Leadership Dial 8. The special stuff which powers every one of our people is whatyields the best ideas. Some time ago Mike Buchner, now CEOof Fallon, introduced me to Situational Leadership to harnessboth the uniqueness of the individuals and the collective powerof my group. (Formal credit belongs to Dr. Paul Hersey at TheCenter for Leadership Studies.) The core premise is simple:adjust your approach to an individuals willingness and skillbased on different degrees of influencing or directing his or herbehavior. I bet youll see the quality of your teams work increasedramatically when you adjust your leadership to their need. 9. 10101100110100010101110101001010010100101111010110110011110100011100111101010100110010101101001010010111101010100101010100101011110101010101011100110101001010011100111010010101011010101010111010101010100101001111000Expeditions10100010101010101010001010101101010110101011101010110101011010111001110010011100011110to discover010101001010100101010010101011010101011000111010110011000101001101011010010100101010001010100101001010010101011110011001011001010WHY?0101001010101001010101010101110001101011000011010000011101010010101010011101111101001001100011100101010101011101010010001001000100100101010110101010101110101010101010101010 10. The more you get your team fired up about data possibilities, createcuriosity and foster exploration, the better. But, be sure to balancethe what with the why. This HBR blog post is a good reminderof why it is important to know and relate both hard and soft dataabout customers and prospects. What especially resonated is theperspective that companies feel they know their consumers, butthat knowing about someone is not the same as knowing them.Ask your team to think about what the data is telling them andwhat it is NOT telling them. More than likely, completing the storywill be an interesting adventure for them. And, it could yield newand powerful insights to fuel growth. 11. The shadowsof CREATIVITY 12. Some time ago Alex Bogusky commented that creativity happenswhen you put two things together that dont belong together.It may seem like a tangible, easy recipe for inspiring your team todo great work, until you consider all that might be attached tothe things that are being mashed together. It says to me thatconflict and tension may be living in the shadows of creativity,which is opposite the perception that creativity comes from laidback, wacky, artistic types. You most likely have the best vantagepoint from which to spot that dynamic and provide unwaveringsupport as your team continues to mash things together. 13. left right 14. The Brand Gap, by Marty Neumeier, is refreshingly honestabout how we work as individuals, teams and companies.It touches on some fundamental truths in an engaging way,making for a tangible, timeless and fast-moving narrativeabout marketing. I especially agree with Marty about thedynamics between the left brains and the right brains youlikely have on your team. That tension is both critical andhealthy, but it also has to lead to positive results. SharingThe Brand Gap with your team and talking with them aboutthis important dynamic offers nothing but upside. 15. morethink ingroom 16. By Tom Fishburne 17. As we run fast and furiously to chase the latest technologies,are we still thinking enough about our customers?In a keynote speech at a 2012 Google event, Tom Fishburne, atalented marketing cartoonist, suggested that we need to createmarketing that doesnt feel like marketing and stories that areinherently worth sharing. While todays marketing landscapedemands speed and agility to succeed, I enjoyed his speechas a wonderful and fresh reminder of the importance andthe power of creative thought. 18. Leader as Teacher 19. As leader of your team, consider the two traits that St. Augustinebelieves make a good teacher. The importance of knowing yoursubject matter thoroughly, and being passionate about it, is onetrait. Loving your students is the other. And, if you have to prioritize,focus on the latter. More than likely, you are the passionate subjectmatter expert in spades. But, when was the last time you met withyour team and didnt work? Perhaps this small example offers someinspiration. A few years ago, I gave a group of junior account peopleDr. Seuss Oh, The Places Youll Go! as a holiday gift. A very kind andthoughtful creative director at the agency, Steve Mietelski, read it tothem. He may not be John Lithgow, but Steve came very close. 20. creative experience + organizational insightBETTER OUTCOMES 21. Great teams leverage creativity to solve problems and conquer newopportunities. Increasing scrutiny of marketing, a crazy long list ofpossibilities thanks to social technology and media trends, and thecustomer experience contributing more to brand differentiationthan ever before, tells me that complementing your teams creativeexperience with a better understanding of organizations couldyield significant returns. Take a listen to this podcast interview asone example about better seeing and understanding conflict.With additional knowledge like that, your team will be much betterequipped to bring people together around ideas that fuel success. 22. tell meNOW 23. Fallon McElligotts on-the-level feedback philosophy left alasting impression with me. Better than traditional performancereviews, OTL is about learning and growing in the moment.This white paper on mentoring frames OTL as an inclusive,reciprocal and upfront approach that can improve the growthand development of your team. Since it is not a stretch to saythat the downturn has gained some permanence, OTL may bea worthwhile approach to explore with your marketing teamespecially right now. It could help them rise to the occasion. 24. My Charity 25. We have all participated in charitable activities through work. Somegreat, some falling short perhaps because they didnt feel all thatrelevant. When that happens, you are missing an upside teamsbetter getting to know each other, pulling together around a sharedgoal, and returning with a high level of energy and motivation. Youcould change that and instead nurture your teams values by gainingthem permission to explore charities separate from the companyagenda. Here is one potential approach and how it lives and breatheson Facebook. Notice the 9 million likes. Aside from the inherentteam-building benefit, just imagine the incremental positive brandawareness that could travel across the social net. 26. We are definitely in an exciting time for marketing. Through our workwe contribute to business and organizational activities in ways wenever have before. You can click on this paragraph to explore a dozenor so viewpoints by a diverse group of leaders about the future ofmarketing that tell a very similar story.Tilly Picktpick@tillypick.comwww.tillypick.com