"We're marketers, hiring marketers," reflects Courtney DeLaura, owner of Lot25, highlighting a crucial disconnect in today's hiring landscape. "There are a lot of opportunities out there where there isn't anybody [with marketing expertise] doing the hiring."

The Leadership Dilemma

In today's world, we're seeing an interesting phenomenon. DeLaura observes, "It's interesting to me when you have a lot of COOs and CEOs that don't have a history or real deep understanding of marketing." This creates a fundamental challenge: how can someone evaluate expertise in a field they don't fully understand?

A Personal Perspective

DeLaura speaks from experience: "I've been in this stage in my career, the last few roles that I've been in, I've been hired by non-marketers." This firsthand experience has given her unique insight into both sides of the equation – the challenges faced by non-marketing executives trying to build marketing teams, and the frustrations of marketing professionals trying to communicate their value to non-marketing leadership.

The Blind Spot in Hiring

One of the most critical observations DeLaura makes is about the evaluation process itself: "You're going to pressure test people and you're not even going to know if they're passing the pressure test." This creates a dangerous situation where companies might hire based on impression rather than actual marketing capability.

The Solution: External Expertise

DeLaura offers practical advice for companies in this situation: "Maybe reach out to a trusted marketer to be, if they're not even on your team, maybe just ask them to help consult or be a part of that hiring process." This simple yet powerful suggestion can transform the hiring process from guesswork to strategic decision-making.

Why This Matters

The implications of getting marketing hires wrong can be far-reaching:

• Misaligned strategy
• Ineffective campaigns
• Wasted resources
• Missed opportunities
• Team frustration

The Expert's Role

When bringing in a marketing expert to assist with hiring, they can help:

• Craft meaningful interview questions
• Evaluate technical knowledge
• Assess strategic thinking
• Validate experience claims
• Identify potential red flags

Early-Stage Considerations

"When you're thinking about leadership and you're thinking about hiring VPs or even like early stage or startups," DeLaura notes, the stakes are particularly high. Early marketing hires often shape the entire trajectory of a company's marketing function.

Building for Success

The key to successful marketing recruitment for non-marketers lies in:

Acknowledging the Knowledge Gap

Understanding that marketing expertise requires specific knowledge and experience that can't be evaluated effectively without domain knowledge.

Seeking Expert Guidance

Taking DeLaura's advice to heart and bringing in marketing expertise during the hiring process, even if only in a consulting capacity.

Understanding the Long-term Impact

Recognizing that early marketing hires will significantly influence the company's future marketing direction and success.

Best Practices for Non-Marketers

DeLaura's insights suggest several key practices for non-marketing executives:

1. Humble Leadership

Acknowledge what you don't know about marketing and seek expert guidance.

2. External Validation

Bring in experienced marketers to help evaluate candidates, even if only as consultants.

3. Comprehensive Evaluation

Look beyond interview performance to actual marketing capability and strategic thinking.

Moving Forward

The message is clear: if you're not a marketer, don't try to evaluate marketing talent alone. As DeLaura emphasizes, it's about "finding someone that can weigh in with you and give you that advice."

Making it Work

The process doesn't have to be complicated. Even having an experienced marketer sit in on key interviews or review candidate assessments can make a significant difference in the quality of hiring decisions.

The Long-term View

Making the right marketing hires is crucial for company growth and success. By acknowledging the need for expert input in the hiring process, companies can build stronger, more effective marketing teams from the start.

Building Effective Marketing Teams

DeLaura's insights highlight a critical but often overlooked aspect of building marketing teams: the importance of having marketing expertise in the hiring process. For non-marketing executives, the message is clear – don't go it alone. Seek expert guidance to ensure you're building the marketing team your company needs to succeed.

Remember, as DeLaura suggests, it's not just about finding someone who looks good on paper or interviews well – it's about finding someone who can truly drive your marketing efforts forward, and that evaluation requires marketing expertise.