Finding the right talent for your data analytics and CRM teams goes beyond technical skills. In a world where the smartest person in the room might not be the best fit for your team, it's crucial to look for individuals who embody the qualities of a "center-brained" marketer, embrace the concept of Team Ego, and possess the artistry of a Data Storyteller.

Center Brained Marketers

A “center-brained marketer” is an individual who combines both analytical and creative thinking in their marketing approach. They excel at balancing data-driven insights with creative strategies to develop effective marketing campaigns.

A center-brained marketer will leverage both the logical and intuitive aspects of their thinking process. They are adept at analyzing marketing metrics, customer data, and market trends to inform their strategies, while also possessing a creative mindset for data visualization creating compelling visuals, and presentations. They are comfortable navigating both the quantitative and qualitative aspects of marketing, recognizing the importance of data-driven decision-making while also using this information to be creatively persuasive.

Team Egos

Emphasizing the importance of Team Ego echoes through the organizational design philosophy. This isn't about personal ego; it's about individual egos thriving within the collective confidence that a team, working collaboratively, can achieve more than any individual could alone. Team Egos manifest in the final score, motivating individuals to contribute to the team's collective success. In the context of executing successful CRM Centers of Excellence (CoEs), cultivating a Team Ego is crucial for fostering a cross-functional mindset.

Data Storytellers

A Data Storyteller is not merely a reporter of facts; they transcend reporting to become analysts with a narrative. These individuals possess an understanding of data analysis coupled with the ability to communicate complex findings in a compelling, persuasive, and understandable manner. Being a Data Storyteller requires courage—it's easier to generate reports and leave interpretation to others.

An approach I have used to help overcome this with analysts is to review their work, and if lacking, ask them to write a single paragraph on what they learned and what we should do differently without using any numbers. “Be the great simplifier” is sage advice I got years back.

Assembling the right analytical and CRM teams involves seeking individuals who embody the qualities of center-brained marketers, value Team Ego for collective success, and possess the narrative ability of Data Storytellers. Beyond technical skills, it's these qualities that will drive your team to not only interpret data but to creatively leverage it for strategic and impactful decision-making.