Pasha Irshad | Source | Co-Founder at Shape & Scale

Somewhere along the way, "digital" marketing got confused with marketing strategy.

The way I view it?

Digital marketing is a collection of disciplines that help support your go-to-market strategy.

It's not "paid ads."

It's not doing "organic."

It's not something you can shortcut.

It evolves – and you've got to have the right people to do it.

Digital is most successful when :

1. They understand the larger business and marketing strategy
2. Has a direct line into customer insights
3. Is well funded – with the right people in the right positions
4. Is given time to produce results
5. Is working together with the rest of the marketing group

This might seem basic to some.

But in 13 years in this industry, I've seen too many get it wrong.

Agencies. Companies.

I'm optimistic that more are going to get it right.

Stop thinking a marketing team of one can do the following:

1. MOPs
2. RevOps
3. Organic Social
4. Paid Social
5. Search
6. SEO
7. Analytics
8. GTM strategy
9. Project Manager
10. Content

And all the other asinine demands you put on solo marketers, junior marketers, or even senior leaders who are far removed from the trenches.

I've been in that position, and it's mentally and physically debilitating.

It will also tank any hopes of success.

If you want to hire successfully, understand your GTM and the requirements for your motions to be successful for your company's stage.

If you can't staff it internally with headcount, augment it with outside vendors till you can hire.

Each of the skills listed above is its discipline and area of experience.

Hire them accordingly.