Building a High Performing Marketing Team | Tyler Elliston (Right Side Up, Eventbrite)

2024-10-01

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"Curiosity paired with tenacity is a killer combination." Tyler Elliston, the founder of Right Side Up, discusses the ins and outs of marketing leadership and the nuances of building effective marketing teams. From early-stage startups to late-stage enterprises, Tyler shares insights on the unique challenges and strategies for success at each level. The conversation covers everything from building a marketing team from scratch to balancing in-house talent with external resources like consultants and agencies. 🗝️Key Takea...

"Curiosity paired with tenacity is a killer combination."

Tyler Elliston, the founder of Right Side Up, discusses the ins and outs of marketing leadership and the nuances of building effective marketing teams.

From early-stage startups to late-stage enterprises, Tyler shares insights on the unique challenges and strategies for success at each level. The conversation covers everything from building a marketing team from scratch to balancing in-house talent with external resources like consultants and agencies.

🗝️Key Takeaways:

The shift from generalists to specialists is a natural progression as companies grow. Early-stage companies often need versatile employees who can handle multiple tasks, while later-stage companies benefit from specialists in specific channels.
Beyond skills and experience, intangibles like curiosity and tenacity are often the differentiators that separate good hires from truly exceptional ones.
The use of Google and Facebook as customer acquisition channels varies at different stages: early-stage companies use them to gather product feedback and refine product-market fit, mid-stage growth companies use them to drive efficient customer acquisition at scale, while enterprise companies focus on incremental optimizations like reducing CAC and increasing volume.
External resources, such as freelancers, are becoming increasingly critical for companies that need specialization or want to test new tactics without committing to full-time hires.
Aligning on metrics and trusting team members are key to overcoming friction between marketing, product, and sales.
Offering flexibility is crucial to attract top-tier talent, especially in a post-pandemic world, where work-life balance and autonomy are highly valued.

⏰ Timestamps

00:00 Introduction to Tyler Elliston, Founder of Right Side Up

01:44 Building a marketing team from scratch

04:52 Intangibles of great talent: passion, curiosity, tenacity

11:32 Balancing autonomy and accountability

18:07 When to use consultants, agencies, or in-house talent

24:04 Challenges in cross-functional collaboration

31:16 Lessons from high-growth startups vs. enterprises

35:39 Why Tyler founded Right Side Up

44:12 Tyler’s favorite growth non-hack

🔗 Mentioned in this episode:

Right Side Up: www.rightsideup.com