Building Digital Teams

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