Four pitfalls to avoid when building a digital marketing team [video]

By Richard Burns on 15-Oct-2015 10:32:16

In the ADBL's recent marketing leaders panel session, Phil Hullah, CEO of Floream gave his top tips for building a digital marketing team, drawing on his experience at John Lewis direct.

With over a decade of experience running digital businesses, and having set up over seven different digital marketing teams, Phil freely admits he's made many mistakes building digital marketing teams along the way. But it's this that he cites as giving him the experience he needed to fine-tune his skill set.

Watch the entire marketing leaders session on-demand to see all four of Phil's tips for marketing leaders. Plus, glean advice from the rest of the marketing panel, with experience setting up teams at Pan Macmillan, Lastminute.com and Zipcar. Watch the full on-demand panel session >

Tip one: Hire for attitude and potential

"The very first top tip from me would be to make sure you get the right people into the team in the first place," Phil says. "So make sure that you hire for attitude and potential."

Listing a selection of the potential pitfalls, Phil highlights some easy mistakes to make when setting up digital marketing teams.

"I think it's too easy to focus on the technical skills that somebody has on their CV... I also think it's quite easy to be seduced by the brand names on a CV and be blinded a bit to the underlying skills.

"It's difficult to test the skills that somebody has got when they are, by definition better than you are at doing what you are talking about.

"I've also found myself occasionally picking somebody who's got the look and feel of an agent of change. It's a bit spiky, a bit different and that's great, but actually it's easy to underestimate the chaos that can cause."

Avoiding the pitfalls: Building a digital marketing team

To avoid these potential pitfalls, Phil advises those in the process of building a digital marketing team to listen to their instincts.The ADBL's marketing leaders panel discussing how to build a digital marketing team.

"First and foremost, listen to that secret inner voice you've got that, within the first five minutes or so of interview, you know whether or not it feels right.

"The problem is you train yourself to ignore it, but my advice is, don't ignore it.

"Secondly, make sure you hire for raw material. Don't be seduced by the specifics, but look for three things: intellect, passion, and curiosity. And you can train the rest in my opinion."

Watch the entire panel session on-demand to see all four of Phil's tips for building a digital marketing team. Plus, glean advice from the rest of the marketing panel, with experience setting up teams at Pan Macmillan, Lastminute.com and Zipcar. Watch the full on-demand panel session >

Watch the on-demand video

Topics: People and Talent, Digital Marketing, Leadership

Richard Burns

Written by Richard Burns

Richard is an experienced writer and content creator in the executive education space, having contributed to a wide range of international publications including Businessweek, Times of India, and many more.

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