The Human Element: Leading Marketing Teams with Empathy

In marketing, where ego battles and burnout are rampant, managing a marketing team isn’t just ‘leading’—it’s about understanding what makes each team member tick. Forget the fluff and handholding; real management means digging deep to understand people’s motivations, giving them straight-up feedback, and then letting them do their thing. That’s where co&co come in. Our no-bullsh*t, human-centred approach builds cohesive teams that deliver.

Empathetic leadership makes a massive difference to your team, boosting positivity (87%), mutual respect (87%), productivity (85%), and even keeping your team sticking around (78%). Let’s break down how empathy, the right way, gets the job done.

Understanding Individual Team Member Motivations

Empathy in team management starts with knowing what drives each person. For one, it might be the buzz of producing campaigns that are mega; for another, it might be career growth or just finally getting some recognition. Understand these motivations, and your team won’t just show up—they’ll take ownership, be accountable, and feel genuinely pumped about their work.

Tapping into Motivations

Want to unlock each team member’s potential? Stop treating them like they’re all the same. Invest some time into who they are, and figure out what lights a fire under them. Here are some pointers:

• Ask questions that go deeper than the surface, look into what they love doing, and what goals they’ve got for themselves.

• Be observant. Sometimes, the best insights don’t come from what they say but what they do.
  
  

Common Motivational Triggers

• Career progression: The ladder-climber looking to reach that next level.

• Creative autonomy: The free spirit who wants to run wild with ideas.

• Purpose-driven project: The big-picture thinker needing work with real meaning.

• Recognition and rewards: The spotlight lover who thrives when they’re acknowledged.

At co&co, we’re pros at identifying these motivators, and our unique, no-bullsh*t style helps teams feel genuinely heard and valued. Leading marketing teams doesn’t need to be hard. When people feel seen, they work better—simple as that.

Fostering a Culture of Continuous Feedback

If you’re not giving your team continuous feedback and then wonder why they’re not progressing—well, can you really blame them? Feedback shouldn’t be some stiff, once-a-year ritual; it needs to be a steady, real-time stream. When you give feedback as things happen, your team knows exactly where they stand, what they’re smashing, and where they need to step it up.

Why Continuous Feedback?

It keeps everyone aligned and clears the air fast. Continuous feedback means employees know if they’re hitting it out of the park or need to step up before things go south. It also builds trust—people prefer hearing the truth, even if it stings, over some sugar-coated half-truths that help no one. Is it really that important though? 🤔 Well, research shows 75% of employees feel​​ that feedback is valuable to them. Another study showed that 65% employees actually want more feedback. If you aren’t telling your employees the good, bad, and the ugly, then how do you expect them to perform?

Strategies for Implementing Feedback

• Timely delivery: Feedback isn’t helpful three months after the fact. Drop it while it’s hot.

• Constructive criticism with humour: There’s always a way to get the point across without being a total d*ckhead. A bit of humour goes a long way.

• No blame games: Keep the focus on solutions, not finger-pointing.
  
  

co&co’s Feedback Do’s and Don’ts

• Do: Keep it specific and actionable.

• Do: Schedule regular one-on-ones.

• Don’t: Hold back; be clear and useful.

• Don’t: Sugarcoat—just say what needs to be said. Don’t beat around the bush.
  
  

How to Build Continuous Feedback

• Start with Transparency: Kick off a feedback culture that’s open and two-way. Team members should feel just as comfortable giving feedback as they are receiving it.

• Set Regular Check-Ins: Weekly or biweekly sessions to talk about progress, concerns, and achievements.

• Showcase Progress and Growth: Recognise improvements openly—it boosts morale and shows that the feedback loop is paying off. Trust us, your team needs this kind of motivation.

Empowerment: Letting Teams Own Their Projects

Empowering teams sounds simple, but it’s anything but easy. At co&co, empowerment means letting people truly own their projects, make their own calls, and—brace yourself—doing it without micromanaging. The goal? Building a team that’s independent and doesn’t need you breathing down their necks. An empowered team member isn’t just ticking boxes; they’re invested, can manage projects independently, they’re innovating, and they’re making smart, real-time decisions that drive success.

What Empowerment Looks Like at co&co

Let’s be clear: empowerment isn’t throwing them in the deep end and saying “good luck.” It’s about setting clear goals, aligning them with strengths, and giving them the reins. When teams feel like they’re trusted and have room to make an impact, they don’t just perform better—they feel more loyalty and drive. It’s about steering marketing team to success.

Steps to Empower Your Team

• Define the Objectives: Get crystal clear on what success looks like.

• Encourage Decision-Making: Let them call the shots on parts of the project that play to their strengths.

• Provide Resources, Not Micromanagement: Support is there if they need it, but hovering’s out.
  
  

Team management with empathy isn’t fluffy or touchy-feely—it’s all part of a broader marketing strategy. Understanding what drives each team member, keeping feedback rolling in, and letting them own their projects isn’t just nice for morale; it’s how you get results. Want a team that’s as no-nonsense and driven as you are? Chat with co&co.