This article was based on the interview with Allison Breeding of Apptio by Greg Kihlström, MarTech consultant for the B2B Agility with Greg Kihlström podcast. Listen to the original episode here:
In the podcast episode, Allison Breeding, CMO at Apptio, shares her insights on building high-performing marketing teams amidst economic uncertainty and budget cuts. She emphasizes the importance of hiring quickly when there is a need for key hires, but also stresses the significance of prioritizing those hires to ensure the best fit for the organization.
One of the key points Allison makes is the need for CMOs to carefully assess the needs of the organization before making hiring decisions. This involves understanding the gaps within the marketing team and determining what skills and expertise are required to meet the organization’s goals. By taking the time to pre-plan and set the stage for success, CMOs can make informed decisions about when and how to hire.
Allison also highlights the importance of building a strong network and relying on trusted referrals when hiring new team members. This approach helps to ensure that candidates are not only qualified on paper but also a good cultural fit for the organization. By leveraging her network and seeking referrals, Allison has been able to bring in a talented team in a relatively short amount of time.
The concept of “hire fast, prioritize key hires” is a strategy that can help CMOs navigate the challenges of building high-performing marketing teams in a competitive marketplace. By acting quickly to fill critical roles and focusing on key hires, CMOs can build a team that is well-equipped to drive success and achieve the organization’s goals.
By taking a strategic approach to hiring and leveraging networks and referrals, CMOs can assemble a team that is capable of driving innovation and success in the face of economic uncertainty and budget constraints.
Quality over speed in hiring.
Breeding emphasizes the importance of not sacrificing quality when hiring, even when faced with the pressure to fill roles quickly. She stresses the need for a well-rounded interview committee that considers both cultural fit and skill fit when evaluating candidates. This approach ensures that the right people are brought on board, ultimately saving time and resources in the long run.
Furthermore, Breeding acknowledges the growing role of AI in marketing and the potential benefits it can bring to teams. While AI can help teams be more agile and responsive, she highlights the importance of maintaining a human element in decision-making and fact-checking. By leveraging AI tools alongside human expertise, teams can enhance their capabilities and streamline processes without compromising quality.
The temptation to hire quickly to fill gaps in the team can be strong. However, Breeding’s insights remind us of the importance of prioritizing quality over speed in the hiring process. By taking a strategic and thoughtful approach to building a marketing team, CMOs can ensure long-term success and drive innovation in their organizations.
