In this conversation, Fiona Sherwood and Michelle Boland discuss the journey into marketing, career growth, and the importance of building effective marketing teams. They explore the challenges and opportunities in the marketing field, emphasizing the need for training, risk-taking, and aligning marketing strategies with business goals. Michelle shares insights on team structure, performance metrics, and the significance of continuous learning and development in the marketing profession. In this conversation, Fiona and Michelle delve into the critical aspects of learning and development within teams, the transition from management to leadership, and the importance of hiring for both attitude and skills. They discuss the value of apprenticeships and the transformative role of AI in marketing, emphasizing the need for marketers to embrace technology while maintaining a focus on customer engagement. The conversation culminates in insights on building resilient marketing teams that balance individual and organizational needs.

Takeaways

• Michelle's entry into marketing was accidental, highlighting a common theme in the industry.

• The importance of gaining experience in big brands early in one's career.

• Training and continuous learning are crucial for new marketers.

• Building a marketing team requires understanding the company's strategy and needs.

• Generalists are essential in the early stages of team building.

• The ideal marketing team size is between seven and nine members.

• Performance metrics should align with business goals and revenue generation.

• Learning and development should be a priority for marketing teams.

• Balancing in-house and agency resources is key to success.

• Marketing is a collaborative effort that requires alignment across teams. Always include an L&D budget in your mainline budget.

• A lack of interest in learning is a red flag.

• Team dynamics can be influenced by personal challenges.

• Transitioning from manager to leader is a significant challenge.

• Hiring for attitude is as important as hiring for skills.

• Apprenticeships can bring fresh ideas and valuable skill sets.

• AI can enhance marketing processes and creativity.

• The future of marketing will focus on customer engagement.

• Marketing should not be reduced to just social media.

• Balance between team needs and business needs is crucial.