How to Manage a Marketing Team: 14 Do’s and Don’ts for Entrepreneurs

Want to know how to manage a marketing team? We asked marketing and product managers and they told me what they only say in secret.

Small business owners, take note! We’ve gathered insights from marketing managers to CEOs on the art of managing a marketing team effectively. Agile marketing, as a strategic framework, enhances responsiveness to rapidly changing market demands by organizing marketing teams to pivot quickly between projects and channels. From fostering team autonomy and growth to providing opportunities while avoiding micromanagement, explore these fourteen dos and don’ts to unlock the full potential of your marketing experts.

Here’s a quick summary, you can see all these points in their own words below.

1. Foster Team Autonomy and Growth in Managing a Marketing Team

Dos:

1. Build an effective marketing team by fostering open and transparent communication to ensure alignment with business objectives.

2. Empower the team with the autonomy to make decisions and take ownership of their projects.

3. Provide opportunities for skill development and growth.

4. Recognize and reward their efforts and successes to maintain motivation and job satisfaction.

Don’ts:

1. Overload the team with unrealistic expectations and excessive work demands.

2. Impose rigid and bureaucratic approval processes that hinder creativity and innovation.

3. Neglect the importance of work-life balance.

4. Disregard the need for regular feedback and performance evaluations.

5. Fail to provide the necessary resources and tools for the team to succeed.

Following these dos and don’ts will help them effectively manage their marketing team, leading to better results and a more vibrant, productive work environment.

Kartik Ahuja, Digital Marketer, kartikahuja.com

2. Encourage Collaboration and Creativity

Do’s:

• Foster a Collaborative Atmosphere – The most effective marketing managers create an environment where brainstorming sessions feel like exciting conversations rather than formal meetings. They blend campaign planning with open dialogue, encouraging creative thinking and innovative strategies. Launching marketing campaigns effectively involves leading and managing a team, focusing on collaboration and creating a productive environment for team members to excel. This approach often leads to breakthrough ideas and cohesive team efforts.

• Listen Actively and Provide Thoughtful Advice – Great marketing leaders are attentive listeners who offer valuable insights on campaign strategies and market trends. They don’t just hear your ideas; they understand the context, respond with meaningful guidance, and help refine concepts. This approach respects your expertise while steering campaigns in the right direction.

• Lead By Example, Not By Title – The best marketing leaders I’ve encountered stay updated with industry trends and aren’t afraid to get hands-on with tools and analytics. Their authority comes from their marketing acumen and how they empower team members to excel in their specialties, whether it’s SEO, content creation, or social media management.

Don’ts:

• Disregard the Importance of Clear Campaign Objectives – Don’t leave your team guessing about KPIs or target audiences. Unclear direction can lead to misaligned content and wasted ad spend. Always ensure your team understands the marketing funnel strategy and their role in moving prospects through it.

• Micromanage or Stifle Creativity – Avoid hovering over every social media post or demanding approval for every minor website change. Trust your professionals to apply their expertise in real-time, especially in fast-paced digital campaigns.

• Overlook Work-Life Balance – While marketing often requires timely responses, don’t expect your team to be monitoring analytics or responding to comments around the clock. Respecting personal time prevents burnout and fosters a team that’s refreshed and ready to tackle the next big campaign.

Villiam Karasti, SEO Consultant, Pardott Marketing

3. Set Clear Goals and Trust Expertise

I understand the unique challenges and opportunities you face when it comes to marketing. Here are some essential do’s and don’ts to help you maximize the potential of your marketing team:

Dos:

• Do Set Clear Goals and Expectations – Define measurable objectives for your marketing efforts and communicate them clearly to your team. This ensures everyone is on the same page and working towards a common goal.

• Do Trust Your Team’s Expertise – Your marketing team has the knowledge and skills to create effective campaigns. Implement marketing project management to organize and execute their projects efficiently. This framework helps in overcoming communication challenges, aligning objectives with agency goals, and leveraging project management tools to enhance efficiency. Employ agile methodologies to adapt quickly in a fast-paced environment.

• Do Provide Regular Feedback – Offer constructive criticism and praise to help your team improve and grow. Regular feedback keeps everyone motivated and engaged.

• Do Invest in Resources and Tools – Equip your team with the necessary resources, whether it’s software, training, or additional personnel, to execute their strategies effectively.

• Do Celebrate Successes – Acknowledge and reward your team’s achievements, both big and small. This fosters a positive and motivating work environment.

Don’ts:

• Don’t Micromanage – Avoid getting bogged down in the details. Trust your team to handle the day-to-day operations and focus on providing strategic guidance.

• Don’t Be Afraid to Ask Questions – If you’re unsure about something, don’t hesitate to ask your team for clarification. A clear understanding of their strategies will help you make informed decisions.

• Don’t Expect Overnight Results – Marketing takes time and effort. Be patient and trust the process, while also monitoring key performance indicators to track progress.

• Don’t Underestimate the Power of Collaboration – Encourage your team to work together and share ideas. Often, the best solutions come from a collaborative effort.

• Don’t Neglect Your Own Role – While your marketing team handles the execution, you’re still responsible for setting the overall vision and strategy for your business. Stay involved and provide guidance when needed.

Liga Rudzite, Marketing Manager, Lemon Pitch

4. Facilitate Team Bonding and Resource Access

Creating an environment where your marketing team can thrive starts with facilitating team bonding. Organize activities that foster strong relationships and collaboration. These moments, whether through office outings or even virtual team-building exercises, can significantly enhance teamwork and communication. You’ll find that a cohesive unit can tackle challenges more efficiently and innovate more effectively.

A dedicated marketing department plays a crucial role in providing the necessary resources and facilitating team bonding. Ensure your team has the resources they need. This means providing access to the latest tools, software, and training to perform their tasks effectively. Without proper resources, your team might struggle to reach their full potential. Give them what they need, and watch their productivity and creativity soar. Investing in their capabilities directly translates to better results for your business.

Lastly, don’t dismiss your team members’ concerns or suggestions. Active listening and addressing issues seriously demonstrate respect and trust. Skipping regular performance reviews or ignoring the strategic aspect of marketing can severely hinder progress. Regular feedback loops and a clear strategic direction are just as crucial as the tactical steps taken day-to-day. A balanced approach ensures continued growth and aligns everyone with the long-term vision.

Will Yang, Head of Growth & Marketing, Instrumentl

5. Communicate Clearly and Respect Expertise

I think being clear and straightforward is key when managing marketing experts. Effective marketing team management involves communicating your vision and goals clearly. Trust your team’s expertise and give them the freedom to execute strategies. Regular check-ins are great, but don’t micromanage. Provide constructive feedback and celebrate wins, no matter how small.

Don’t constantly change direction or priorities. It’s frustrating and counterproductive. Don’t dismiss ideas without consideration; it can kill creativity and motivation. Avoid unrealistic deadlines. Rushed work is rarely good work. Lastly, don’t ignore data and analytics; they’re crucial for measuring success and making informed decisions. Treat your marketing team like the pros they are, and you’ll get professional results.

Andrew Lee Jenkins, Owner, Catalyst RVA Marketing Agency

6. Trust Teammates and Encourage Innovation

I worked for years at a company where my boss loved to monitor everything my colleagues and I did. Working in these conditions was difficult, creating conflicts and arguments.

So here’s my list of don’ts and dos.

Don’ts:

• Micromanage the execution of tasks

• Overwhelm your team with constant meetings

• Restrict creativity with overly rigid processes

• Expect immediate results without allowing time for strategies to work

• Dismiss new marketing trends or technologies

Dos:

• Trust your teammates

• Ask for feedback and what could be improved

• Encourage innovation and allow room for experimentation. Modern marketing teams must be agile and adaptable to new trends.

• Invest in professional development.

Giovanni della Ventura, Head of Content, giodella.com

7. Combine Clear Direction with Expert Trust

I value a management style that combines clear direction with trust in my expertise. I appreciate leaders who set well-defined goals and provide the necessary resources while allowing me the autonomy to develop and execute strategies. Regular communication is key—ideally through brief weekly check-ins and more in-depth monthly reviews. This approach enables me to align my efforts with the company’s objectives while having the freedom to innovate and adapt to market trends.

For small business owners aiming to get the best results from their marketing team, consider the following Dos and Don’ts:

Dos:

1. Establish clear, measurable objectives and key performance indicators (KPIs). Highly effective marketing teams are crucial in this process, as they adapt swiftly to industry changes and leverage technology to maintain a competitive edge.

2. Allocate an appropriate budget for marketing initiatives.

3. Foster a culture that encourages creativity and calculated risk-taking.

4. Provide timely, constructive feedback on projects and campaigns.

5. Invest in tools and training to keep the team’s skills current.

6. Ensure open lines of communication between marketing and other departments.

Don’ts:

1. Engage in excessive oversight or frequent strategy shifts.

2. Expect instant success from every marketing effort.

3. Disregard data, market research, or customer insights.

4. Underestimate the importance of brand consistency.

5. Withhold essential resources or information.

6. Dismiss new ideas without proper evaluation.

Emma Sansom, Managing Director, Flamingo Marketing Strategies

8. Align Objectives with Firm Goals in Marketing Strategy

I believe effective management is essential for a high-performing marketing team.

Do set clear, measurable objectives that align with the firm’s goals, such as increasing client inquiries by a specific percentage or improving our social media engagement rates. Do ensure that your marketing strategy is clearly defined and aligns with business goals, enhancing customer engagement and informing resource allocation.

Do foster an environment that encourages innovative thinking. For instance, we recently implemented a successful virtual reality experience that simulates a day in the life of a mesothelioma patient, which has significantly improved client empathy and understanding.

Don’t overlook the importance of work-life balance. Burnout can severely impact creativity and productivity. For example, we’ve implemented flexible working hours and “no-email Fridays” to help our team recharge.

Don’t disregard the value of cross-departmental collaboration. Some of our most successful campaigns have resulted from brainstorming sessions between our marketing team and our attorneys.

In our firm, we’ve seen remarkable results when leadership provides us with comprehensive insights into complex legal cases, then trusts us to craft compelling narratives for the public. Regular strategy meetings keep us aligned without stifling innovation. Remember, your marketing team is your partner in enhancing the firm’s reputation and expanding its client base.

By creating a supportive, trust-based environment, you’ll maximize the potential of your marketing initiatives and drive the firm’s success.

Johnny Cargill, Marketing Director, The Lanier Law Firm

9. Foster Creativity with Clear Goals

As a marketing professional who’s worked with various businesses, I’ve found that the most effective management style fosters creativity while maintaining clear goals. Here’s my advice for small business owners:

Dos:

• Set clear objectives and KPIs, and ensure that marketing projects are aligned with these goals.

• Provide regular, constructive feedback on our work.

• Invest in tools and resources that enhance our productivity.

• Encourage experimentation and calculated risk-taking.

• Involve us in strategic discussions to leverage our expertise.

Don’ts:

• Micromanage our daily tasks or creative process.

• Expect instant results; marketing often requires time to show impact.

• Dismiss new ideas without consideration.

• Neglect ongoing training and professional development.

• Overload us with non-marketing responsibilities.

Yoyao Hsueh, Founder, TopicalMap.com

10. Promote Open Communication and Reward Creativity

Make sure your marketing team has clear goals, promotes open communication, and rewards creativity for the best results. Do understand each team member’s role and capacity to promote open communication and reward creativity. Don’t micromanage, disregard their suggestions, or have irrational expectations. Acknowledge their experience, provide helpful criticism, and establish a welcoming atmosphere. Refrain from making impulsive adjustments and honor their work-life balance. This strategy ensures your marketing professionals feel appreciated, inspired, and in control so they can produce their best work.

11. Balance Guidance with Marketing Autonomy

From my experience leading marketing at Kind Water Systems, I’ve found that effective management is key to getting the best results from your team.

Do set clear goals and expectations, but also give your marketing pros room to be creative. Do manage each marketing project effectively by balancing guidance with autonomy.

Do provide regular feedback and recognize good work—this keeps the team motivated.

Do invest in ongoing training and tools to keep your team sharp.

Do encourage data-driven decisions and be open to new marketing trends.

Don’t micromanage day-to-day tasks; trust your team’s expertise.

Don’t dismiss ideas without consideration—sometimes the wildest concepts lead to breakthroughs.

Don’t expect immediate results from every campaign; marketing often requires patience.

Don’t overload the team with too many projects at once.

We’ve found that balancing guidance with autonomy, and fostering an environment of trust and open communication, leads to a more productive and innovative marketing team. Always remember that your marketing professionals are creative problem-solvers—give them the support and freedom they need, and you’ll see amazing results.

Joshua Volpe, Chief Marketing Officer, Kind Water Systems

12. Prefer Collaborative and Respectful Management

I would prefer open communication, mutual respect, and collaboration. As a marketing expert or professional, I bring valuable knowledge and skills to the table and want to be treated as an equal member of the team. Effective project management is crucial in fostering collaboration and respect within the team. I focus on results and want to work in an environment where my contributions are recognized and valued.

I highly recommend encouraging open and honest communication, providing clear expectations and goals, empowering decision-making, and recognizing and rewarding achievements. I believe that a positive and respectful work culture leads to increased motivation, productivity, and overall success.

I would never recommend micromanaging or dismissing ideas without proper consideration. This often results in a lack of trust and demotivation among the team. I also advise against setting unrealistic deadlines or constantly changing priorities, as this can lead to burnout and decreased quality of work.

In my opinion, the most effective approach is to trust in the expertise of your marketing team and give them the autonomy to make decisions and execute strategies. This often results in a more cohesive and high-performing team that can produce innovative and successful marketing campaigns.

I believe that ongoing professional development and growth opportunities are crucial for a successful marketing team. This can include attending conferences and workshops, or even providing online resources for learning new skills and staying updated with industry trends. A supportive and invested approach to management shows that the business owner values their marketing team and wants them to succeed.

Daniel Cook, HR/Marketing Executive, Mullen and Mullen

13. Avoid Unrealistic Traffic Expectations by Analyzing Key Performance Indicators

Do not ask, “What’s up with our traffic?” every day. Business owners often assume things change overnight. Growth will take time, and organic traffic especially needs a lot of patience. A business owner who expects results to pop up tomorrow will be a nightmare for every marketer. It is already difficult enough for us to work without getting any results and remain motivated.

Implementing marketing project management is crucial in setting realistic traffic expectations and goals.

Having unrealistic expectations and constantly asking what is up will only amplify the stress. It might also push the marketer to use risky shortcuts like gray-hat SEO tactics to deliver short-term results that kill the brand in the long run.

Sam Jacobs, Head of Marketing, Ammo.com

14. Provide Growth Opportunities with Agile Marketing, Avoid Micromanagement

Even as a co-founder now, I used to be supervised by a manager. Managers are supposed to see my growth potential. For that reason, managers need to provide opportunities for professional development and challenge their team members to do more.

Effective marketing management provides growth opportunities and avoids micromanagement by delivering practical strategies and tools necessary for team collaboration and resource management.

It’s important for managers to recognize their team members’ leadership potential. Rather than just seeing you in your current role, they see how you could contribute at a higher level. This forward-thinking mindset translates into deliberate mentoring that prepares you for bigger roles by developing new skills and taking on responsibilities. These managers care about your career development. They give you constructive feedback and encourage you to learn and solve problems. They’re dedicated to your professional growth, which fosters loyalty and a strong sense of purpose, ultimately driving success for them and their team members.

On the other hand, micromanagement is a big no-no for me. Managers who oversee every decision and small task stifle creativity and make the team less productive. Having micromanagers can make team members feel untrustworthy, which can be really demoralizing. For me, it’s better to empower your team by giving them autonomy and encouraging them to take ownership. Employees who are given clear guidelines and expectations will be more motivated, engaged, and committed to doing their best.

David Rubie-Todd, Co-Founder & Marketing Head, Sticker It

Tips on How to Manage a Marketing Team

As an entrepreneur I know how easy it is to get caught up in the day to day and lose sight of the bigger picture when it comes to your marketing and product teams. But trust me these insights aren’t just nice to haves – they’re must haves for a thriving innovative team. An agile marketing team’s focus on adaptability and responsiveness to change is crucial for staying competitive in a fast-paced digital landscape. These are the things your marketing managers have been trying to tell you – whether directly or indirectly. Make sure you listen and act on these signals before they become the simmering frustrations that will derail your team.

Why You Should Take These Seriously

Marketing managers are the voice and strategy of your brand. When they’re micromanaged, unclear on goals or unsupported they become uncreative and unproductive. Remember a marketing manager who feels stifled and undervalued won’t be able to drive the dynamic campaigns your business needs to stand out.

Marketing departments must adapt to the evolving landscape of digital marketing by embracing significant changes in leadership, technology, and team structure. They emphasize the need for collaboration, performance measurement, and resource management to enhance the effectiveness of marketing teams and drive innovation across the organization.

Imagine what your business could achieve if your marketing managers felt truly empowered, trusted and supported. By implementing these expert backed strategies you can change your team’s work environment and have happier employees and better business results.

Business Owners – What Will Make Your Marketing Managers More Successful

1. One-on-One Meetings: Use these sessions to discuss projects but also to actively listen to your managers concerns and ideas. Create a safe space for them to open up. Highlight the importance of marketing project management to ensure that your marketing initiatives are well-organized and executed efficiently.

2. Anonymous Feedback Channels: Sometimes marketing managers won’t speak up directly. Implement anonymous surveys or suggestion boxes so they can freely tell you what’s working and what’s not.

3. Shadowing and Immersion: Spend a day shadowing your marketing team. See their challenges and triumphs firsthand. This will give you invaluable insight into their daily struggles and what you can do to help.

4. Professional Development: Offer and encourage attendance at workshops, courses and industry conferences. Ask your managers what specific skills or areas they want to develop and provide the resources to support them.

5. Recognition: Regularly acknowledge and celebrate the successes of your marketing team. This will boost morale and show you value their work.

6. Clear and Consistent Communication: Make sure your marketing objectives are aligned with your business goals. Regular updates and open communication will keep everyone on the same page.

7. Flexibility and Autonomy: Trust your managers to innovate and make decisions. Give them clear goals but flexibility on how to achieve them.

By doing this you’re not just changing your management approach; you’re investing in your business’s future. Happy empowered marketing managers will drive the campaigns that make your brand stand out. So let’s make sure we create an environment where our marketing teams can do just that – because when they do our business will too.

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