How to build creative alignment on a Growth Marketing team

If you want to build a high-performing creative team, it starts with how you structure it.

In my opinion, the team should be embedded in growth marketing, and alignment should run all the way to the top, with executives bought into and actively championing doing what the data says instead of subjective opinion -- ideally by rewarding those who are performing in various obvious ways.

There's too much opportunity for classic brand vs performance arguments or weird, arbitrary people tension getting in the way of the outcomes you want.

This structure helps everyone get aligned and on the same page.

Another strategy that has worked wonders for me was to have a solid external agency, who can drop in and hold the team accountable on a performance basis. It's really difficult to have differences in opinion about how the team is performing, or how a team should approach creative, when you have someone holding you accountable.

There are some great agencies out there, but for the most part it's a lot of disappointment hidden behind expensive retainers and contract minimums.

Which is why I joined forces to create 10 Scale, a no-strings attached performance-based creative agency which has silently been operating in the background working with a group of pilot clients since January, and now ready to grow.

Similar to agencies, there's a lot of folks creating content that doesn't flow through to results. The Meta Game is my attempt to distill fundamental marketing principles into a functional framework that everyone can use for free, but it is meaningless if the framework doesn't work when rubber hits the road.

10 Scale closes that loop, stress testing The Meta Game and updating it with the latest in creative strategy.

We are currently taking on 2 more clients in our next round of client onboarding. If you are D2C business who is making an impact, and looking for more creative firepower, I would love for you to reach out and to work together.