Build Your Marketing Dream Team with Experienced Martech Professionals

From team alignment to external support, here’s how to build an experienced MarTech team to stay on top of a fast-changing landscape.

It doesn’t take a sci-fi novelist to explain how technology has radically changed the way we work and live. Consider, for example, the impact of technology on professional sports. Referees count on Hawk-Eye or goal line technology to check controversial calls. Athletes optimize their performance using sophisticated training platforms, while fans enhance their experiences of the game through live streaming options. While the rules of the game have changed little, a new contingent of tools and technicians have emerged to optimize the way we regulate, play, and enjoy sports. 

The digital age is changing marketing in ways that are equally transformational. The internet as a whole plays a key role in empowering the buyer to inform and educate themselves about their future purchases, making marketing an essential part of not just building brand or generating leads, but driving revenue. To deploy effective demand generation strategies, marketing teams must have experienced MarTech professionals on their roster – a marked shift from the organizations of yesteryear. To stay competitive in a buyer empowered economy, it is essential for marketing leaders to recruit the right combination of technical, creative, and analytic talent. 

Let’s take a closer look at some of the new players a modern marketing “dream team” must have in their lineup to be successful in today’s marketplace. 

The Marketing Dream Team All-Stars

Regardless of the size of a company, or its focus, there are roles that are critical. Some are long-familiar, traditional roles, while others are relatively new. Think of the following roles as the starting line-up of players, the all-stars that deliver big wins for your organization. Each one underpins a key part of any company’s MarTech strategy. 

Marketing Manager

Many traditional sales and marketing roles have been turned upside down by the fast pace of MarTech evolution, but not all of them. Marketing Managers still straddle the day-to-day and big-picture vision, while anticipating industry trends and understanding how to help the rest of the team adapt to stay ahead of the curve.

Marketing Technologist

A relatively new role which has rapidly become a must-have, marrying high technical skill with extensive understanding of marketing fundamentals. A Marketing Technologist directs the marketing team to leverage MarTech in order to realize its full potential.

Scott Brinker of outlines the five key responsibilities of the Marketing Technologist: researching and recommending new martech products, operating MarTech tools as an administrator, training and supporting staff, integrating different MarTech products with one another, and monitoring data quality. 

A Marketing Technologist may be comfortable working with an entire MarTech stack, or specialize in only one platform—in which case the role may be filled by more than one person. 

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Reporting Analyst

Reporting Analysts quantify the impact of marketing activities on revenue through attribution reporting. With marketing assuming a bigger role than ever in the sales process, attribution reporting plays a key role in proving marketing’s contribution to the top line, and moving the conversation beyond impressions and clicks. 

Database Manager

Good data is the bedrock of any successful campaign. To acquire and maintain clean data, most companies need a dedicated employee who can reliably manage and enrich contacts and leads, and work with sales to analyze and understand a lead’s path through the sales funnel. 

A small company might be able to cover this role within the Sales Ops or IT team, but even in that case, there should be at least one employee for whom it’s the main focus.

Attribution reporting connects all the stages of the funnel with the company’s pipeline (i.e. opened and closed-won opportunities). With this data, the reporting analyst works closely with the Marketing Manager to make informed decisions about what steps can be taken to further optimize the buyer journey and maximize outcomes.

Content Strategist

Effective demand generation in the era of the empowered buyer requires high-quality content targeted toward buyers at different stages of the journey. The Content Strategist plays the essential role of orchestrating and maintaining the voice of the company across multiple platforms. They oversee the generation of assets such as e-books, infographics, blogs, and social media posts, and work closely with the Reporting Analyst to determine which assets are the most effective at generating leads.  

The Content Strategist also directs the efforts of content creators to produce information assets. While there is no shortage of external talent to create content, many companies find it valuable to have a permanent team member with a strong sense of the company’s voice and brand, to create content — templates for marketing and sales, web copy, brand messaging and so forth.

Email Marketer

This person needs to be aligned with the content creator and strategist, have a solid understanding of lead management, branding and must be a competent content creator. Whether this is its own role is dependent on the size of the company, and its focus. A marketing technologist will be able to take on these tasks for smaller organizations, whereas some larger companies may need multiple email marketers just to keep up with day-to-day demands.

Social Media Manager

This role needs to have a strong sense of voice and brand—ensuring consistency across channels—since in many ways they are the voice of the organization. In larger companies, or those whose marketing is particularly social-focused, this can and often should be a stand-alone role. In others, it can be covered by members of the marketing team.

Front-End Developer

User interfaces are mostly foolproof nowadays, but that doesn’t mean you don’t need someone who can dive deeper. No MarTech team should be without a serious front-end coder. Larger companies should make this a dedicated team member; smaller companies may be able to fill it with an IT professional. But make sure it’s a priority, because you never know when you might want a custom coded modification on short notice. 

Find full stack talent—and be ready to pull the trigger

So-called “full-stack” marketers are those who bridge multiple areas of expertise—whose past experience lets them wear three or four hats at any given time, from UX to strategy to analytics to writing. They may not be masters of all trades, but they can maneuver between team members fluidly, helping to communicate (or in some cases, translate) from one skill set to the next. 

These are the unicorns of the MarTech world, are rare enough, and in sufficient demand. Full stack talent can be worth a hefty premium in a competitive market, especially for companies that offer what they’re looking for in the workplace: new and evolving challenges; competitive and innovative products; and the opportunity to learn, grow and evolve beyond their comfort zones. 

Go Outside

No matter how well put-together a team is, there will always be some knowledge gaps, especially in an economy where technical talent is in high demand and workers often shift their loyalties from one employer to another. When staffing challenges arise, teams can use external support services like Managed Service Providers (MSPs) to bridge the gap between technology and strategy. MSPs can be a stopgap solution while new in-house capacity is developed, or a critical tool for small teams that can’t bring everything they need in-house. 

Managed Service Providers (MSPs) not only assist with the basics—building landing pages and emails, running A/B tests, creating lead scoring profiles—but help bridge those alignment gaps, and inject diversity and new ideas.

Build a Marketing Team with MarTech Expertise

Marketing leaders need marketing teams that know how to coordinate campaigns across multiple channels and hold their activities accountable to revenue. Getting the right combination of collaborative, agile, and data-driven players on your side is a basic condition of modern marketing success. Marketing is evolving – team structures need to change in order to deploy new technical solutions and seize the revenue opportunities unique to a buyer empowered market.

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