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Building Digital Teams

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Digital Marketing - Study Notes:

Team-building qualities

Building your digital team requires the following qualities:

  • Clear definition of roles and responsibilities
  • Full alignment of necessary skill-set to the digital transformation maturity phases
  • Real-time identification of the skill-set gaps based on pilot results and implementation of advanced strategies as the program grows
  • Benchmarking against industry practices and case studies
  • Partnering internally and tapping into matrix resources where necessary
  • Development of people’s skill-sets internally for functions where no external educational programs currently exist
  • Utilizing content created by industry partners and vendors to further advance internal education (social networks like Facebook / Twitter / LinkedIn, partner agencies, and so on)
  • Tapping into the knowledge of your industry peers

Organizational structures

It is important to create a Digital Center of Excellence (Digital CoE) and determine a robust approach to its organizational structure.

A Digital CoE is a dedicated organizational structure for carrying out all digital initiatives, digital activities, and all the digital transformation-related projects across the entire organization. The presence of a Digital CoE helps an organization in accelerating their digital transformation.

  • No one department manages or coordinates; efforts bubble up from the edges of the company
  • One department (like Corp Communications) manages all social activities
  • Hub and Spoke. A cross-functional team sits in a centralized position and helps various nodes, such as business units
  • This is similar to hub and spoke, but applicable to multinational companies where companies within companies’ act nearly autonomously from each other under a common brand
  • Everyone in the company uses social media safely and consistently across all organizations
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Kristin Shine

Kristin Shine is Founder and General Manager of Shine Healthcare and Science Consulting. She advises clients in the healthcare space on digital strategy development, business development, strategic communications, and commercial partnerships.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Digital Leadership
    Kristin Shine
    Skills Expert

    This module probes the critical areas of digital leadership, digital strategy, and digital transformation. It is aimed at all marketers willing to establish personal leadership and shows how you can become a digital leader by learning from best practice. It covers topics on executive sponsorship, digital adoption, building effective digital teams and training, facilitating collaboration, and digital centers of excellence. It also covers processes for bringing a digital strategy into a mainstream market and how to manage a digital strategy to maturity. It concludes with topics focused on evaluating and reporting on a digital strategy, including metrics to track, stakeholder reporting, and establishing an executive digital footprint.