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Seven Tips for the Care and Nurturing of Great Marketing Teams

by Susan Solomon  |  
January 13, 2015

Marketing teams need to be innovative, quick-thinking, service-oriented, and committed to the company brand. That's a tall order for anyone, but the reality is that marketers must be on their toes all the time.

As a marketing manager, how do you keep the company's most creative team performing at their best?

Here are a few tips from years of experience making marketing departments hum.

1. A Solid Marketing Plan

Early in the fiscal year, develop a marketing plan that is tied to the strategic plan, and ensure that every team member understands his or her responsibilities for helping to complete the marketing plan.

Use your plan as a road map to prioritize projects and make sure that your team is not frequently sidetracked by out-of-the-blue assignments that don't link to core strategies.

2. Brainstorming Sessions

Naming a product? Need to come up with a new theme for the gala? Stuck on how to please a client? Call together a department-wide brainstorming session where everyone—from the vice-president to the admin assistant—participates.

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Susan Solomon is a healthcare marketing vice-president in Southern California and a marketing instructor at four universities. She was a Fulbright scholar and she has written extensively on marketing, branding, and social media for more than a decade.

LinkedIn: Susan Solomon

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  • by Jennifer Thornberry Tue Jan 13, 2015 via web

    This is a great list! I particularly like tip #2. When you tap into the creativity of your whole team, even those who don't have a direct "marketing" role, you expand the number of options and ideas you can create.

  • by Julie Wilharm Clark Tue Jan 13, 2015 via web

    Susan~ great article. I would like to add something to the list~ "Yeah Day." Since marketing teams often work untraditional hours (at events, tradeshows, launches), it is the day or hours off that you give to an individual or a team. "Yeah, I get the day off!"

  • by Susan Solomon Wed Jan 14, 2015 via web

    Julie, Yeah Day is such a great idea. Going to add that to my list!

  • by John Wed Jan 14, 2015 via web

    I really appreciate this list, thanks Susan. A quick chime in on point 2 and 6. On point 6, "The Huddle", we've found the weekly huddle necessary to keep the team on track and to give everyone a voice; we follow an agenda, but we still manage to keep them informal and laid back. On point 2, we use that two different ways. First, in person as you noted. Second, we've also found virtual brainstorming to helpful. In that, one person puts together key points (text, graphics, even a quick video) they need input on and we start an email thread that might last a day or longer, this helps when some team members are on a hot deadline and really can't break focus but still need to be part of the conversation.

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