I’m lucky to work with a team that embodies the Torchlite mission and vision. Our team has taken the “3 Cs” (our core values — communication, collaboration, curiosity) to heart, and they demonstrate them every day. Building a team of customer success, marketing, sales, development, and professional services experts that share our mission of helping customers achieve their goals has been both challenging and rewarding.
Building a team has taught me the value of having the right people at the right time. In a startup, it is difficult to know exactly when you’ll need an extra set of hands. It could be the difference between a successful product launch and missed deadlines. It’s also taught me the importance of asking for help when you don’t have the expertise you need. With the right team and the right resources, marketing results are sure to follow.
The Right People: Your Internal Team
Our people are critical to our growth. At the core, culture is all about people, and we’ve built a team of driven contributors who share our company’s core values.
You can hire a team of A-players, but if you don’t give them the tools and support they need, what’s the point? Before we bring anyone on board at Torchlite, we ask them what they need to be successful. Based on team member requests, we’ve made quiet workstations, invested in better video conferencing software, built customized department hubs, and implemented regular all-company huddles to keep everyone in the loop. Equipping our team with the right tools (including access to on-demand experts) and lines of communication allows them to focus on their goals and get more done.
The Right Time: Highly Skilled Technical Experts
With the right people on your team, you can weather any storm. That’s not to say that your team has to be perfect — you must have the right mixture of people, processes, and technology. But sometimes you can’t deny that you need an extra hand. In fact, the best leaders recognize when they (or someone on their team) needs help, and they facilitate getting that help.
The first step in recognizing that you need an expert to fill a gap is understanding that you don’t know it all, and that you don’t have to. With so many tools and technologies available, no one person can be an expert in everything. Why settle for piecemeal marketing results when you could test, change and analyze your marketing techniques more efficiently and effectively with the help of an expert? The type of expert you choose to work with depends on your marketing team’s goals, but making sure that you have your “bread and butter” marketing tactics down pat is a good place to start.
An on-demand workforce can increase the efficiency and quality of content produced to meet market demands. If you want to implement a new channel or campaign, freelance experts can be onboarded to help you prove revenue potential before hiring permanent employees for long-term execution. And when your team is occupied with more pressing projects, a bench of on-demand digital experts can make sure that all of the pieces of your marketing puzzle stay together. Since independent contractors tend to focus on a specific platform or skill, they tend to be more up-to-date with the latest product releases, trends, and “must haves” in their field. That means they’re efficient, results-driven, and that they can save you money.
Our own marketing team is made up of event and digital marketers, product marketers, and designers. They’re pros at what they do, but sometimes we need an extra set of hands. That’s why they use Torchlite’s marketplace of digital experts to fill the gaps. For our team, that means working with technical experts who have a deep knowledge of Salesforce and Pardot, as well as a digital advertising whiz who helps us target the right people at the right time. From Pardot implementation and support to lead generation campaigns, our own solution has helped us scale our marketing team without increasing our headcount.
It’s not just our team that has realized the value of on-demand experts — we’ve worked with hundreds of brands to help them unlock the value of their marketing technology. It’s more than building another software solution. It’s about bringing people and technology together to create an agile and tech-enabled approach so marketers can get more done and compete in a digital world.
Need an extra set of hands? Contact us today and we’ll connect you with the top 4% of digital experts.
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