How to build your marketing function: person by person

Have you outsourced or hired marketing help and watched it deliver very little? Could you explain, in granular detail, how your firm actually wins work? If you are thinking about handing your marketing over to someone else, this episode is for you.I built a marketing function that did not properly understand how we won work, and that was part of the reason our marketing stopped working. Add in the changes to search and LinkedIn and our marketing was dead in the water. In this episode, I talk through what I got wrong and the order I would now follow to build a marketing function that brings high quality leads into the business.What you'll learn in the podcast episode:- Why documenting your whole business development process comes before any decision to outsource or hire.- How missing KPIs left me unable to see whether the marketing was working until it had already cost me.- Why your new marketing hire needs to report directly to you rather than to someone else in your team.- What to measure in your account management before you spend money on winning new clients.- Why testing what AI can already do for you should come before hiring a person to do it.- How to work out what to outsource, and the point at which permanent help becomes more cost effective.- What a marketing "do-er" should be responsible for, and when to add a manager above them.Link to Riverside.fm (affiliate link) https://riverside.sjv.io/e1MXvgRelated reading/episodesAI and LinkedIn broke my marketing (this is what I did next) https://startuptogrownup.substack.com/p/ai-and-linkedin-broke-my-marketingThe lead generator sitting in plain sight (that most firms ignore) https://startuptogrownup.substack.com/p/you-know-your-website-needs-updating?r=l8khyYou’re showing up. So why aren’t you the leads coming? https://startuptogrownup.substack.com/p/8-ways-you-are-killing-your-personal?r=l8khyHow to put your marketing on autopilot https://startuptogrownup.substack.com/p/how-to-put-your-marketing-on-autopilot?r=l8khyThe beginner’s guide to know if your marketing is working https://startuptogrownup.substack.com/p/the-beginners-guide-to-knowing-if?r=l8khyUseful links:- sign up as a paid subscriber and use this link to get 20% off an annual membership of Start Up To Grown UpEach episode of the Start Up To Growth Up Podcast is based on my weekly Substack Article on the same topic. Head over to my substack to subscribe https://substack.com/@startuptogrownup so you never miss an article or episode again.About Heather TownsendHeather is the leading business coach for accountants (and other professionals) who want to grow their business. She is the founder of The Accountants Growth Club, who specialise in helping accounting firm owners grow their accounting business profitably and sustainably.She is also the founder of How To Make Partner, the global experts in helping professionals in practice make it to partner, and when they get there, stay that. Get the confidence, the skills AND the time to focus on the right things and move your career forward with Progress to Partner Academy. Get full access to Start Up To Grown Up at startuptogrownup.substack.com/subscribe