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>"Hire someone who can do everything themselves." To expand on this as a marketer that can "do all the things"... This in many ways requires this person to be technical on some level. Perhaps not an engineer, but comfortable talking to one, someone who understand how tracking works at a technical level, and someone who can handle hands-on configuration of a CRM/ESP, ad platforms, tag management, analytics, etc., writing specs for developers where needed, and generally knowing enough to know when they are out of their depth technically to mitigate security and data liability risk. The last one is important to ensure a company is adhering to privacy legislation. Often engineers do not know what sorts of data live in the martech stack, as their may not have access or know where to look. While I agree with most of the rest of your points, I'd disagree with the budget and first channels. If a company's aspirations and timeline require a large budget, it can be pretty important to know that up front. There are definitely scenarios where those are out of line with expectations and reality. Also, paid media and things that are more easily controlled/measurable/scalable may indeed be more appropriate to get going quickly than things like content marketing which, while important (especially for B2B), is often a slower buildup. Again, it is very circumstantial. What works in one situation may not be the best choice for another, which is what a competent marketer will help sort out and devise tests around. |
Full disclosure: I am not a recruitment specialist so that's probably where the issue was