Jason M. Lemkin (speaker) describes difficulties assembling an effective marketing team: hired senior people who won't do day-to-day work, and the practical need for multiple specialized roles (content, media, earned, PR, demand gen, growth). He argues each role often requires external agencies, so a CMO ends up managing many marketers plus agencies.
Everyone wants a team. And I've hired old folks on my team to help me. My marketing team. They're not willing to do the work anymore either. I assumed they would do the work when I, when I hired them. I mean, just as a helper, not full time. Right. But they weren't willing to do the work anymore. I need six people. You know, I need, okay, I need a content person and I need a media person. I need to earn person, I need a PR person, I need a demand gen person and I need a growth person. And each of them needs an agency because they don't do it themselves either. So you have five marketers and five agencies working for your cmo.
