Your Brand is Only as Good as Your Marketing Team
Education is the highest form of marketing. Shannon Maverick sets on out on a quest to speak with business leaders from around B2B to better understand how they are utilizing education with their customers.
What’s the secret to building a strong marketing team? And what’s the makeup of that team? Sharing his wisdom on the subject with Maverick of Marketing, Troy Scheer, CMO of Binary Solutions Group, sat down with host Shannon Maverick.
Scheer shifted to marketing when he realized being a musician wasn’t going to earn him a living. He did work behind the scenes in music production, meeting lots of big-name acts. Those experiences and early personal tragedies set a foundation for him and how he treats others.
“You can’t outsource strategic planning. You have to be going in the same direction.”- Troy Scheer
As CMO of Binary Solutions Group, he oversees three divisions and all the team members behind them. Having a comprehensive team of specialists isn’t easy when starting out. “It’s hard to have specific specialists, so you start with a generalist, then can expand where that role has weaknesses,” he explained.
The question of outsourcing is a consideration for large and small businesses. Scheer cautioned that it depends on the role. “You can’t outsource strategic planning. You have to be going in the same direction.”
For those things worth outsourcing, Scheer noted to find an “outsource partner, not vendor.” A partner will work with a company long-term for shared success, while a vendor is simply looking for a quick paycheck.
Changes in marketing also impact building a team. The hard sale of ads isn’t what buyers want anymore. “You want to be a teacher and show thought leadership. The harder you try to sell and be transactional, the less effective you are at keeping a customer base. An educated customer is your best customer,” Scheer said.
That authenticity and leading with valuable content occurs when companies have the right marketing team behind it. Scheer noted that the right people don’t always have the most technical aptitude. “I care about soft skills and how they deal with people. The most technically proficient person could be hard to work with, and that’s something to avoid.”
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