#066. Scaling your Salesforce Marketing Cloud Consulting Team through Specialization

Hey Smart Marketers!

Maybe one year ago, you created your Salesforce Marketing Cloud Practice. Big moment!

One year later, you have a team of 5 “Consultants”. None of them is “specialized”.

Now, how do you scale this team?

As a team leader, I’ve witnessed firsthand the transformative power of specialization in a growing SFMC team. That’s how you make people special.

So what should you do?

1.    Assess Team Strengths and Aspirations

Before diving into specialization, try to understand your team’s current capabilities and interests.

Conduct a thorough assessment of each member’s skills and career aspirations. It’s important they express these aspirations.

This foundational step ensures that your specialization strategy aligns with both the team’s strengths and their professional growth goals.

2.    Identify Key Specialization Areas

SFMC offers a diverse range of functionalities, from email marketing to data analytics. Key areas for specialization include:

  • SFMC Project Manager
  • SFMC Architect
  • SFMC Developer
  • SFMC Business Analyst
  • Data Analyst
  • Campaign Manager
  • Content Manager
  • Training and Adoption Specialist

This is not an exhaustive list but it gives you a glimpse of the diversity of careers one can experience within this ecosystem.

3.    Training and Certifications

Investment in training is non-negotiable.

Certifications count for Clients and Consultants.

Make sure you facilitate access to both.

4.    Strategic Hiring

Sometimes, internal training isn’t enough. When certain expertise is lacking, don’t hesitate to bring in specialists.

This might include roles like SFMC architects or technical leads, particularly for more complex projects.

5.    Cultivate a Mentorship Culture

Encourage knowledge sharing and mentorship within your team. This not only aids in skill transfer but also builds a cohesive and collaborative team environment.

6.    Regular Reviews

Regularly review your team’s progress in specialization. Be ready to make adjustments based on both their performance and the evolving project requirements.

7.    Timeline

  • 0-3 Months: Start with skill assessments, defining specializations, initial training, and critical hiring.
  • 3-6 Months: Focus on continued training and mentoring.
  • 6-12 Months: Evaluate the specialization strategy and make necessary adjustments.

Specializing your SFMC team is a dynamic process that requires flexibility and responsiveness to both project needs and team development.

In fact, it’s a difficult task but that’s how you’ll be able to scale your team.

See you next week!

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