When I think back on my years in leadership roles, one truth has become abundantly clear: leadership is the driving force behind a successful marketing organization. Marketing is an ever-evolving field, and teams need strong, visionary leadership to stay ahead of trends, adapt to new technologies, and align their strategies with broader business goals. As someone who has had the privilege of leading sales and marketing teams at various companies, including Cornerstone Building Brands, I’ve seen firsthand how effective leadership can make the difference between a mediocre team and a world-class organization.

In my experience, the key to building a successful marketing team comes down to a few critical components: setting clear and achievable goals, empowering team members to take ownership of their work, fostering a collaborative environment, and encouraging creativity. By focusing on these elements, leaders can create marketing teams that are not only efficient but also innovative, agile, and deeply aligned with the customer and the company’s mission.

Setting Clear Goals and Expectations

One of the most important responsibilities of any leader is to set clear, actionable goals for the team. In marketing, where projects often involve a blend of creativity and data-driven analysis, it’s especially important to establish a framework that keeps everyone aligned while still allowing room for flexibility and innovation.

When I first took on leadership roles, I quickly realized that teams can easily become unfocused without clear objectives. Marketing is full of moving parts, from content creation to brand management, lead generation, and digital campaigns. If there isn’t a clear path forward, the team can become overwhelmed or spread too thin. This is why setting specific, measurable goals is so important. Everyone on the team should know what success looks like, whether it’s hitting a target number of leads, improving brand awareness, or launching a new product on time and on budget.

However, goal-setting is not just about dictating numbers or KPIs. A good leader communicates why these goals are important and ensures that each team member understands their role in achieving them. I always make sure that when I set objectives for my team, we talk about how those goals tie into the broader business strategy. Marketing is not just a support function—it’s a key driver of growth, and when people understand how their work directly impacts the company’s success, they are much more motivated to excel.

Empowering Teams to Take Ownership

Empowerment is another critical aspect of leadership, especially in marketing, where the creative process thrives when individuals feel ownership of their projects. I’ve found that the best marketing organizations are those where leaders trust their team members to make decisions, experiment, and take calculated risks.

When I first began leading teams, I made a conscious effort to step back and give people the space to do their jobs without micromanaging. This doesn’t mean that a leader should be hands-off; rather, it means trusting your team to handle the day-to-day details while providing guidance and support when needed. Empowering people means giving them the tools, resources, and autonomy they need to succeed—and it also means holding them accountable for the results.

In my current role at Cornerstone Building Brands, I’ve worked to create an environment where my team feels confident in their ability to drive initiatives forward. When people feel empowered, they bring more creativity and innovation to their work, and they are more likely to push boundaries and explore new ideas. That’s exactly what marketing needs: a balance between strategic direction and creative freedom.

Fostering Collaboration Between Sales and Marketing

One of the biggest challenges I’ve seen in many organizations is the disconnect between sales and marketing teams. Too often, these two departments operate in silos, with marketing working on campaigns and messaging, and sales focused on closing deals. But in reality, these teams should be working hand-in-hand to drive business growth.

In my leadership roles, I’ve always emphasized the importance of collaboration between sales and marketing. The most successful marketing strategies are the ones that are aligned with what’s happening on the front lines with customers. Sales teams have direct insights into customer needs, pain points, and objections, and that information is invaluable for marketers as they craft messaging, create content, and develop campaigns.

At PlyGem Corporation, for instance, we made a concerted effort to break down the silos between sales and marketing. Regular meetings between the two teams ensured that both sides were aligned on strategy and execution. Marketing was able to create more targeted and relevant content based on insights from sales, and in turn, the sales team had a stronger arsenal of tools to use in their conversations with potential clients. This kind of cross-functional collaboration is essential for any company that wants to build a world-class marketing organization.

Encouraging Creativity and Innovation

Finally, one of the most important roles a leader can play is fostering a culture of creativity and innovation. In marketing, things move fast. New trends, technologies, and platforms are emerging all the time, and staying ahead of the curve requires a mindset that embraces change and experimentation.

As a leader, I’ve always encouraged my teams to try new things, test new approaches, and not be afraid to fail. Not every campaign is going to be a home run, but failure is a valuable learning experience. When people feel safe to take risks, they are more likely to come up with innovative ideas that can set the company apart from the competition.

At USG Corporation, one of the most successful marketing campaigns we ran came about because the team felt empowered to think outside the box. We were launching a new product, and instead of sticking to the traditional marketing playbook, the team experimented with digital strategies that were relatively new at the time. The results far exceeded our expectations, and it was a reminder that sometimes the biggest wins come from the boldest ideas.

The Importance of Leadership in Marketing

In conclusion, the role of leadership in developing a world-class marketing organization cannot be overstated. As leaders, it’s our job to set the vision, provide clear goals, empower our teams, and foster a collaborative and creative environment. Marketing is one of the most dynamic and exciting fields in business today, and with the right leadership, marketing teams can drive tremendous value for their organizations.

At the end of the day, great marketing comes down to great leadership. And when you combine strong leadership with a talented, motivated team, there’s no limit to what you can achieve.