POV

If we wanted to bring in the full potential of our team, we needed to build a foundation of trust. But how do you build trust? Let me start by saying that trust is a journey that needs consistency in the way we choose to communicate.

Building trust within a marketing team can be approached from two distinct perspectives: the inside-out approach, which focuses on internal dynamics, and the outside-in approach, which emphasizes external influences and customer feedback. The magic also happens when the need of the hour is cross-functional collaboration. From my experience, I’ve come up with five points which are the catalyst to building a high trust team using both approaches.

1. Promote Open and Honest Communication

Inside-Out Approach: Start by creating an environment where open communication is the norm. Regular town hall meetings, open-door policies, and internal newsletters can help keep everyone informed and engaged. Encourage team members to share their ideas, concerns, and feedback openly. This transparency builds a sense of trust and inclusion.

Outside-In Approach: Integrate customer feedback into your team’s communications. Share real-world customer experiences and feedback to show the team the direct impact of their work. This not only aligns the team’s efforts with customer needs but also fosters a sense of purpose and trust in the organization’s mission.

2. Encourage Cross-Functional Collaboration

Inside-Out Approach: Break down silos by promoting projects that require collaboration across different departments. Organize regular brainstorming sessions and collaborative workshops. This not only helps to build relationships, but also sparks creativity and innovation.

Outside-In Approach: Leverage external partnerships and industry networks to bring in fresh perspectives. Invite guest speakers, collaborate with other companies, and participate in industry forums. Exposing the team to external ideas and practices can inspire new ways of working together and build trust through shared learning experiences.

3. Empower Team Members with Autonomy

Inside-Out Approach: Trust your team by giving them the autonomy to make decisions and take ownership of their projects. When team members feel trusted, they are more likely to take initiative and be accountable for their work. This empowerment fosters a culture of trust and responsibility.

Outside-In Approach: Align the team’s goals with market demands and customer expectations. When team members understand how their work contributes to the bigger picture, they are more likely to take ownership and feel accountable. This alignment builds trust in the leadership’s vision and direction.

4. Invest in Continuous Learning and Development

Inside-Out Approach: Show your commitment to your team’s growth by investing in their professional development. Offer training programs, mentorship opportunities, and career development plans. When team members see that the organization is invested in their future, trust naturally follows.

Outside-In Approach: Encourage team members to engage with the broader industry. Sponsor attendance at conferences, workshops, and webinars. Facilitating exposure to industry trends and best practices not only enhances skills but also builds trust by demonstrating a commitment to staying current and competitive.

5. Celebrate Achievements and Milestones

Inside-Out Approach: Regularly recognize and celebrate individual and team achievements. Whether it’s through formal awards, shout-outs in meetings, or simple gestures of appreciation, recognizing success helps build a positive and trusting work environment.

Outside-In Approach: Share the team’s successes with customers and stakeholders. Highlight how their efforts have led to positive outcomes, whether through customer testimonials or case studies. This external recognition not only boosts morale but also reinforces the value of the team’s work.

The above are not strategies, but a mindset and intent to practice. I can say this because in my career spanning 24 years, I have built and strengthened multiple teams where the transformation was profound. Trust grew stronger, collaboration became second nature, and the team’s performance improved significantly. The one key thing leaders must do is bring their teams closer and that in itself is not easy.

As I reflect on this journey, I am reminded that trust is the cornerstone of any successful team. It is built gradually, through consistent and deliberate actions, and it is the key to gradually imbibing this within team members so that it percolates well in their mind and heart rather than just some protocols to follow.