In my experience, good marketing teams have experience, strategies, and the ability to get results. Great marketing teams have experience, strategies, the ability to get results, and a method for tracking what works and doesn’t.
The most impressive marketing teams use emperical research and a test-and-learn framework for getting results. This is a simple thing when marketing for a small organization that may only have a couple of strategies. However, this becomes difficult to maintain when marketing for large organizations that have a lot of strategies, verticals, and moving pieces.
Despite the difficulty, great marketing teams find a way to accomplish it.
Great marketing teams give organizations the ability to out-market their competition profitably. They help lower CAC (customer acquisition cost), increase CLV (customer lifetime value), and ultimately increase ROAS (return on ad spend) to a level that allows organizations to continue marketing while the competition can’t afford to.