Hi all,
I'm building an in-house Marketo team from scratch. Starting from early next year, we'll be expanding to support 5 divisions instead of 1. Currently, I have one specialist under me but I've been asked how many more I'll need with what kind of qualifications. For those managing or leading a Marketing Automation team in in-house, can you please advise how you structure your team and what talents do you keep in your team?
Thanks a lot!
Huihsing
I recently discussed this at a customer engagement session in Auckland so I can share a slide on this topic...
Firstly, disclaimer - this isn't true for everyone and will vary depending on the structure of your team and organisation. But I can say that most of the super users I know meet most of this criteria. So it's a good starting point if you are looking to make a team of super users who are dedicated to Marketo, and not just one person to write emails, one person to handle logic, one person to handle reporting, etc. I call people who meet this description marketing automation unicorns - because they are rare and majestic creatures, and thus the image (which was actually a gif, but you can use your imagination there).
I've also been asked on the back of this whether I would prefer people who have past experience in Marketo or a fresh grad with this skill set. My honest answer is that I would prioritise these skills over past experience; I would rather train someone in the system from scratch who does have the right skills, than have someone with experience but not these skills. Having used Marketo doesn't automatically qualify you to be good at it, to be blunt.
If they've got these skills and the experience then I'd snap them up.
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