top of page
  • Writer's pictureHeather

Marketing is a Team Sport. How to Build an Effective Team.

You should be selective when choosing the players you want on your team.


We’re heading into the NFL’s AFC and NFC Championship Games this weekend, so football is on my mind. And in the spirit of transparency, yes, I am a Swiftie 🫶🏼 although I knew who the Kelce brothers were because of last year’s Super Bowl matchup with the Chiefs and Eagles. (Go Chiefs!)


Ok, back to marketing and team sports. 


Building a high-functioning marketing team is no easy task.


I imagine it’s very similar to putting together a Super Bowl quality football team in terms of assembling a diverse group of skilled individuals who must play their positions effectively to achieve overall success. 


Here are a few examples…


1. Quarterback (Strategic Planner):


Football Team: The quarterback is the leader on the field, responsible for strategic decision-making, reading the opponent's defense, and executing plays effectively.


 Marketing Organization: The strategic planner within the marketing team plays a similar role. This individual sets the overall marketing strategy, identifies opportunities, and guides the team toward achieving long-term goals.


2. Wide Receiver (Content Creator):


Football Team: Wide receivers are agile, creative players who catch passes and contribute to scoring points. They need to be versatile and adaptive to different play styles.


Marketing Organization: Content creators within the marketing team are akin to wide receivers. They need to be creative, versatile, and adaptable, producing engaging content across various channels to capture the audience's attention and contribute to brand success.


3. Defensive Lineman (Data Analyst):


Football Team: Defensive linemen are focused on stopping the opponent's advances, analyzing plays, and adapting strategies based on real-time data and observations.


Marketing Organization: Data analysts in marketing play a defensive role by analyzing market trends, consumer behavior, and campaign performance. They provide insights that allow the team to adjust strategies, optimize campaigns, and guard against potential pitfalls.


4. Head Coach (CMO):


Football Team: The head coach is responsible for overall team strategy, leadership, and ensuring players are aligned with the team's goals. They must make crucial decisions and motivate the team to perform at its best.


Marketing Organization: The Chief Marketing Officer (CMO) is the head coach of the marketing team. They set the overarching strategy, guide team members, make decisions about budget allocation, and inspire the team to achieve marketing objectives.


All teams require effective communication, collaboration and adaptability.

In both contexts, effective communication, collaboration, and the ability to adapt to changing circumstances are essential for success. Just as a football team needs players who excel in their respective positions, a marketing organization requires individuals with diverse skills and strengths, each contributing to the overall success of the team.


What qualities do you look for in an effective team?

bottom of page