🔊 MarTech roles and T/I-shaped team members

Plus, Instagram celebrates a milestone. Oct 07, 2020 Good morning Marketer, let’s talk about martech roles. Marketing Land columnist [Steve Peterson]( wrote that marketing teams often have assumptions about team members with specialized roles – and that those individuals can perform all functions. But [when it comes to martech roles, what works in one situation may not make sense in another](. Here’s why. “There are at least two types of assumptions,” said Peterson. “First, the T-shaped team member is someone who is able to perform all of the functions and skills required of the team (programming, QA, infrastructure maintenance, etc.), but they specialize in one but can at least satisfactorily perform the others. Second, the I-shaped member not only specializes in one function/skill, they can only perform that one. No one perfectly fits into one type.” But in either case, Peterson said that clear expectations of responsibilities are crucial. “For instance, who is primarily responsible for a task? When is it OK for someone to step out of their specialty to get something done quickly? On a side note, a RACI (responsible, accountable, consulted, and informed) analysis and chart can help with this.” The important thing to consider, he said, is that there are advantages and disadvantages to adopting either of these models. As most of us marketers know, what works in one situation may not make sense in another. Taylor Peterson,Deputy Editor Webinar--Essential Data Connectivity: IT Hacks for Your Martech Stack With over 8,000 martech tools in Scott Brinker’s landscape, harnessing data for business can be a challenge. But there are some key ways you can maximize resources between marketing and IT teams to leverage insights for better marketing and business outcomes. Join this webinar and learn how to build partnerships between Marketing and IT teams to manage martech tools and connect martech data to reporting tools for improved real-time insights. [RSVP Today »]( Social Shorts Instagram turns 10 “Right now, we’re witnessing enormous shifts in how people create and enjoy culture. One of the most profound is the shift of power from the organization to the individual,” Instagram head Adam Mosseri said in a 10th birthday [blog post]( yesterday. In looking to the future, he wrote, “Over the coming months, you’ll see some major changes from us, like tabs for Reels and shopping, and some big improvements to messaging [with Messenger integrations]. We’ll look to accelerate ways for creators to make a living and for small businesses to sell their products [with Checkout enabled on IGTV and Reels].” Instagram also launched some new features, including the ability for users to get a [map and calendar]( of their past Stories to save to their highlights. Why we care. Instagram has more than a billion users and is arguably Facebook’s shiniest product for brands and creators, but it’s also not immune to bullying, harassment and toxicity as it has grown beyond a place for pretty, filtered pictures. Mosseri noted the company is building “new features that fight bullying, improve equity, address fairness, and help people feel supported,” including automatically hiding reported comments and expanding comment warnings. The company says more than 35 million Instagram accounts are using or have used [the Restrict option]( since it launched last October. TODAY: Attend MarTech online for free Join us today and tomorrow for dozens of tactic-rich sessions, empowering keynotes, virtual networking, and more… all for free. Log on now! [Register now! »]( What we're reading We've curated our picks from across the web so you can retire your feed reader. [Google G Suite becomes Workspace, gets new pricing tiers]( – CNBC [Social Media Marketing on Reddit, Twitch and Quora]( – Social Media Today [Instagram marks its 10th anniversary with new anti-bullying features]( – Engadget [Google adds ‘Stories’ to its search app for iOS and Android]( – TechCrunch [Tech salaries in North Carolina revealed: Here’s what Oracle, Microsoft, IBM and Cisco pay engineers]( – Business Insider [Marketing Land] []( [Want to advertise?]( This email was sent to {EMAIL}. [Unsubscribe.]( [We respect your privacy.]( This email was sent by: Marketing Land - a Third Door Media, Inc. publication with headquarters at 279 Newtown Tpke. Redding, CT 06896 USA [Manage my preferences.]( © 2006-2020 Third Door Media. All Rights Reserved.