Managing a marketing team, especially as an SME, requires a focus on clear objectives and empowering individuals. It’s not just about having skilled people; it’s about structuring them for maximum impact on revenue. We often see businesses stumble because they treat marketing as a cost centre rather than a growth engine. That mindset needs to shift from the top down.

Here’s how we approach building and managing effective marketing teams for Australian SMEs:

• Define Roles Based on the Customer Journey: Forget job titles like ‘Digital Marketing Manager’. Instead, think about the stages a customer goes through – awareness, consideration, decision. Structure your team around owning those stages. Someone focused on top-of-funnel content, someone on lead nurturing, and someone on conversion rate optimisation. This ensures no gaps and clear accountability.
• Prioritise Data-Driven Accountability: Every team member needs clearly defined Key Performance Indicators (KPIs) directly linked to business outcomes – not vanity metrics. For example, instead of ‘social media followers’, focus on ‘qualified leads generated from social media’. Regular reporting and analysis are crucial. We recommend weekly check-ins to review progress against KPIs.
• Embrace Specialisation, But Encourage Collaboration: While specialists are valuable, silos are deadly. A content writer needs to understand the SEO strategy, and the paid advertising specialist needs to understand the brand messaging. Foster cross-functional communication through regular meetings and shared goals.
• Invest in Skill Development: The marketing landscape is constantly evolving. Allocate budget for training and professional development. This could include courses on new platforms, workshops on data analytics, or even mentorship programs. Keeping your team’s skills current is vital for maintaining a competitive edge.

Finally, remember that a successful marketing team isn’t just about the people; it’s about the process. Implement a robust marketing technology stack – CRM, marketing automation, analytics tools – to streamline workflows and improve efficiency. As you look towards 2027, consider how AI-powered tools can further augment your team’s capabilities.

The outcome? A marketing team that consistently delivers measurable results, drives revenue growth, and positions your SME for long-term success. Your next step should be to audit your current marketing structure and identify areas for improvement based on these principles.