Chapter 9: Building Your Team

Before you get mobile marketing started, you’re going to have to find the right people to build it. This is the part you’re probably the most worried about. You know you don’t have to handle the technical nitty-gritty, but you do have to build the team of people who will. When you’re not a technical personality yourself, how do you know what to look for? image If this sounds familiar, don’t worry—this chapter was written with you in mind. You have a lot of learning to do, but this mobile marketing boom does not make your years of expertise suddenly invalid. In fact, it makes you more valuable than ever: You’ve survived the shockwaves of the Internet and have a base understanding of how it all fits together, the importance of nimble strategy, and the fact that there are always new things coming at you that need consideration and frequent execution. And you’re not alone—most marketing teams won’t have the in-house technical experience to execute a medium to large-scale mobile marketing campaign on their own. image In this chapter we’ll go over some rules and recommendations for hiring mobile vendors, working with development shops, or bringing full-time mobile specialists onto your team.

The Research

Assess all possible partners based on the experience of their lead ...

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