Changing the Marketing Team, The Journey, Episode 19, Season 2

Changing the Marketing Team, The Journey, Episode 19, Season 2

MICHAEL STELZNER: This gray hair is gray because of me not getting to this point sooner. A real-life story on how to
master marketing. Join us on ‘The Journey’. MICHAEL STELZNER: I’m about to meet with the
social team to talk about some changes going on inside the
company. ERIK FISHER: Alright,
welcome to social team meeting. MICHAEL STELZNER: First of all,
it’s a brand new year, and it’s a time for change, and one of the changes is that we are hiring a
Director of Marketing. Every year, around this time, I realize I’m
understaffed. There’s more work to go around than the team can
handle. And I finally come to the realization that I need
to hire a really top-notch marketing director who can actually take this company and all of our products to the next level. I’m looking for someone who has the right skills to be able to motivate all the people in the
company to move this titanic ship, if you will, in whatever direction we need to as rapidly as
possible. What if we rolled social under marketing in a formalized kind of way? ERIK FISHER: Right now, instead of being autonomous, we would be actually in sync. And that I think, has been a problem. MICHAEL STELZNER: The stuff that you guys do is, you know, in the beginning it was simply all about driving traffic to Social Media Examiner, right Erik? ERIK FISHER: We were functioning as a part of distribution of editorial content
only, and gradually, we’ve turned into community
building/marketing. MICHAEL STELZNER: And let’s be honest, Jeff, you’re a marketer, Jen, you’re a marketer, Erik, you are a marketer, so bringing all these marketing minds together kind of in a hive mentality and then having one
director overseeing the entire thing, I think would be
advantageous. I’m gonna go ahead and pull in some of the
marketing department to have a conversation about conversion social and
marketing. Cause right now, the marketing department produces
my podcast and it produces ‘The Journey’. Erik’s team produces the live show and the Alexa
Flash Briefing. JEN BALLARD: Right. MICHAEL STELZNER: But it makes sense that all
these productions be under the marketing department. JEN BALLARD: Sure.
MICHAEL STELZNER: Right? JEN BALLARD: That makes sense, yeah. MICHAEL STELZNER: ‘Cause they’re all produced with
an intent and a purpose to draw an audience to us. ERIK FISHER: Often, social is, in essence, siloed. I know we could be much more effective if we were more coordinated with marketing. JEFF SIEH: I think it’s great. I love the idea of the flat brain trust. MICHAEL STELZNER: The goal is to flatten the
marketing department, and everyone’s gonna report to the director. And the director will be the person that reports
to me. KIM REYNOLDS: You know, potentially having more
access, like Jeff and Jen. I think they’re just gonna be a huge asset to the
marketing side of things. SAIDAH MURPHY: We do so much work together
anyway, So to have everybody on the same team, it will make it ten times easier to collaborate. JEN BALLARD: It makes sense because, you know, we were more integrated before when the company was a lot smaller. ALI MCGEE KELLY: Anytime you have an opportunity to break through some walls and silos between teams in our company, I think is a good thing. PHIL MERSHON: You have data in the marketing team, but they have relationships. So pulling those two things together is actually super, super smart for us. MICHAEL STELZNER: Thank you everybody. (CHEERS) (LAUGHTER) I’m a little nervous. I don’t know how long it’s gonna take to find my ideal prospect, but I’m also very excited about this job
opportunity. It’s gonna be a big deal for the company. Really, this person is technically replacing me. JEN BALLARD: The company is his baby, and it’s hard for him to let go of stuff. MICHAEL STELZNER: But I’m a marketer/CEO. I’ve kind of grown up mostly as a marketer. So to hire a Director of Marketing kind of means I now need to move into a position where I am acting more like a CEO
and less like a marketer. I’m telling you right now,
it’s a necessity for my sanity that we hire this person, OK? JEN BALLARD: Yeah. I worked with Mike for 5 1/2 years, and I can see and tell that he wants to move on to new projects. MICHAEL STELZNER: This gray hair is gray because of me not getting to this point sooner. And in order for me to really take this company to
the next level, I need to be unencumbered from the day to day operations of the marketing
department. When we do surveys, we ask lot of data and we make a lot of it public. But what we don’t make public is… (INSTRUMENTAL MUSIC) OK, this is Social Media Examiner trivia. This guy right here was modeled after my graphic designer’s son. Does anybody know what this guy’s name is? If you know, leave a comment. MICHAEL STELZNER:
Please join me on ‘The Journey’. Subscribe now and be sure to hit the bell so you don’t miss any of our future episodes. (INSTRUMENTAL MUSIC)


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    Adam Stevens

    Totally makes sense what you're doing, it's a good move. I think you definitely need to be aware of the issues that could come about if you've got all of one team in the office and the other half working remotely. But you've had them working remotely for ages anyways so I'm sure you've got that down. QOTD: I've never really thought of replacing myself completely, definitely thought about outsourcing part of what I do. But you might be able to class me as a slight control freak, I like to do things because I think I'm the best person for the job. Also, Scout 🙂

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    Nancy Myrland

    This makes sense, Mike. Before you said you would be replacing yourself, I was thinking "Mike has served as the Marketing Director/CMO this whole time." It is a smart business model to have all of these functional areas under one Marketing umbrella…because that's what they are…marketing. You won't be giving this function up as this person will report to you, be guided by your vision, and will work with you to create strategy for the company. Go get 'em!

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    Bethany Georgia

    It's encouraging to see that your team also has struggled with the social team being siloed. That's something I've struggled with in my current position (and something I just wrote about!).

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    Good move. You were too involved in marketing. That creates a situation of not being able to see the forest for the trees – a position of not being able to function as a CEO – bad for the organization. Why didn't the marketing department think of the things you were thinking of and bring them to you first? They should be in the lead thinking of things and presenting them for discussion and consideration. This is true of all departments. The need is for strong department heads who operate as CEO's of their departments. Hiring department heads is an opportunity to obtain strong people. Ideally, more knowledgeable than you in their areas of expertise. They should be pushing you, you should not be pulling them. They should be pushing you out, not sucking you in. A CEO should promote and encourage this. Provide them with rules and guidelines to go by (i.e., no surprises – among others). I realize there is much more to it. I'm trying to be brief.

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    I enjoy "The Journey" videos. I enjoy reading the comments of others. Very disparate and a lot of good stuff. Nobody gets out of line, yet are very up-front in their comments. Excellent forum.

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    Lynette Young

    Michael, you and your team have made a solid decision merging/flattening your staff. Removing yourself from the equation will be one of the hardest things you have ever done professionally. Some unsolicited advice for you – turn to your mastermind to find ideas/coaching to actively and systematically remove yourself once your new CMO gets started. On a personal note, this exact scene is one of the hardest functions for me to let go of (I run/own a SaaS company and head up ALL marketing and education/outreach and taking myself out of the day-to-day is nearly physically painful. My company is my baby.) Good luck & much success!!!

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    Kylene Kaelin

    Scout! 🙂 I meant to say this last week, I am so happy you changed the intro! Hearing "impossible" every week wasn't very motivating. Mastering marketing is 100% better!

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    Gary Stockton

    I’m excited for the changes in your company and wish you the very best in finding the ideal candidate. I’d say whoever you hire will be getting the dream team and will be very fortunate to have such capable and talented marketers to lead.

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    Naveen Kulkarni

    That was a smart decision Mike. I think getting a director for marketing gives the team better direction, easy communication and you will have to talk to one person to get the progress report than talking to 6 people. Congrats on this move.

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    Abisaac Saraga

    It is not about replacing yourself, it is about knowing when it is time to delegate your work so you can become the leader you want to be. Awesome initiative to move your organization forward. The duel role must have taken its toll.

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    Clark Kelly

    Have I ever had to replace myself in a job…. Yes. In the military you are always mentoring and teaching your replacement becasue as a leader you are only in commander positions for relatively short time. It is part of the culture that you are replaceable. As soon as you think you can't be replaced… you are developing blind spots. Hope you find a person that will add a different factor to the team!

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    Vilma Betancourt

    Scout? I think that's the explorer's name. I love listening to the new music with the drums/jungle sound on LinkedIn. I enjoy watching the Journey because you're sharing issues that thousands of business owners face in their businesses. Thank you for taking us along!

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    Dustin Stout

    I don’t think I’ve ever thought about it as “replacing” myself so much as replicating myself. 2018 was a year of me putting my brain on paper (processes for things that lend themselves to replication) and hiring people who can be an extension of me in those processes. I hired a total of 8 people last year. Had to go through 4 personal assistants to find one that was the right fit. Went through 2 writers and 2 designers. I think this year will be more of that. Putting documented processes in place and finding the right people who can be an extension of me and execute the vision through the processes.

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    A Life That Travels

    Definitely been through this exact thing several times now: suddenly you realise that you're beyond capacity and are the roadblock to further growth.

    When you find the right person, it's magic. Good luck on "The Search" (maybe that's the next season?)

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