How to Foster a Culture of Trust Within Your Marketing Team

Your marketing team should be able to depend upon each other above all else.

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A marketing team works best when it’s a group of creative, engaged, passionate people.

However, a marketing team may struggle when it’s a group of creative, engaged, passionate people.

All that creative energy in one place is a potential recipe for disaster. When used properly, it’s an engine that fuels a brand forward and helps it connect with dream clients who are able to pay for products and services. But when there’s a culture of mistrust or jealousy, it can become a place for egos to thrive and little effective work to be done.

That’s why fostering a culture of trust within your marketing team is essential. You want your marketers to be able to look around, understand what their place on the team is, and feel so confident that they’re able to easily stay in their lane and not worry about what the person next to them is doing.

The most important action to take when fostering this culture of trust is to always embrace transparency. The more information you’re able to share, the better. When people have an accurate understanding of a CMO’s vision, they’ll be able to understand tricky decisions much better. If you’re really focusing on landing your CEO speaking gigs, your social media team won’t feel hurt or underappreciated when you laud your PR whiz’s skills each meeting. If you’re focusing on a large event happening at the end of the quarter, your graphic designer isn’t going to feel like he or she hasn’t been given a large enough budget. Everyone understands what the priorities are, what’s moving the needle forward in your business, and what his or her part in it is.

Another essential action is to consistently show gratitude. It doesn’t have to be in large or showy ways, but by showing your marketers how thankful you are for their hard work, they’re going to be motivated to work even harder. Besides, it’s just the right thing to do—if you hired these people, they’re probably working diligently in order to do right by you and the brand. A simple, specific “thank-you,” a handwritten note, or a surprise gift card can work wonders for a stressed-out marketing team.

Lastly, make sure that you’re visible as a part of the team. Even if you have a corner office or are overseeing a large group of people, small acts like staying late to help the team finish a project or coming in early with coffee once a week will remind the team members that you’re all in it together. People are more likely to trust someone who’s doing the work alongside them.