How to build a future-proof digital product team.

The power of multidisciplinary teams

One of the biggest hurdles companies face is the dreaded silo effect. Different departments doing their own thing, not really aware of what is happening at the other side of the hallway and rarely crossing paths until… something goes wrong. You could compare this way of working to a massive cruise ship - comfortable, but slow, and not exactly built for quick turns. You will get where you need to be, but it might take a while and a lot of meetings and/or emails.

This is where multidisciplinary teams come to the rescue, breaking down barriers and bringing everyone together for the greater good. This team can be compared to a speedboat: fast, nimble, and able to change direction at a moment’s notice. That’s the magic of multidisciplinary teams. By bringing together folks from all corners of your organization—product management, design, development, marketing—you create a team that’s quick on its feet and ready to tackle challenges head-on.

But let’s be real: it’s not enough to just assemble a team and hope for the best. You need to create a culture where collaboration is the name of the game. Otherwise, even the best team will end up paddling in circles.

Key roles and composition

When building your digital product team, there’s no one-size-fits-all approach. The exact structure of your team will depend on your company’s goals, size, industry... But a well-rounded digital team will typically span a variety of roles across marketing, creative, social media, data, IT and digital delivery. These categories ensure that your team isn’t just functional, but strategically positioned to collaborate effectively.  

A potential team structure could include roles in Marketing, such as Digital Campaign Managers, CRM Managers, or Loyalty Managers, to drive user engagement and growth. Creative roles like UX Designers, Copywriters, and Web Designers focus on crafting engaging user experiences and content, while Media specialists (like Social Media Managers, PPC Managers, or Digital Media Managers) manage your brand's digital presence and paid strategies.  

Additionally, Data Analysts and Data Scientists offer critical insights from your data while IT professionals, from Software Developers to Solution Architects, bring your digital tools and infrastructure to life. When it comes to Digital Delivery, project managers, agile coaches, and scrum masters ensure your team stays on track and delivers results efficiently.  

While this structure is a solid foundation, it’s important to remember that every company is different. Your specific needs will depend on your unique business model, industry, and goals. By tailoring your team to fit your situation, you can ensure that your digital strategy aligns with your company’s long-term vision.  

Skills and structure

Having the right roles is crucial, but what really makes a team tick? Skills and structure—how you work together—can make or break your success.

Soft skills: The glue that holds it all together

Sure, technical chops are important, but soft skills are what make a team truly gel. We’re talking about communication, empathy, adaptability, and the ability to navigate tricky situations without blowing up the whole project. Too often, these skills get overlooked, but they’re what turn a group of experts into a high-performing team. Invest in developing these skills, and you’ll see the difference in how smoothly things run.

Hard skills: The technical backbone

Of course, you can’t overlook the technical side of things. Each team member needs to be a pro in their area, but the real magic happens when there’s some overlap. For example: A product manager who understands the basics of UX design, or a designer who is familiar with coding, can bridge gaps and keep everyone on the same page. The risk of misunderstandings between team members also decreases significantly. Continuous learning is key. So encourage your team to stay sharp and curious.

Team size: The two-pizza rule

Apart from who should be in the team, we also need to address how many of those people should be in the team. You’ve probably heard of the “Two-Pizza Rule”—keep your team small enough that two pizzas can feed everyone. It’s a good rule of thumb, but flexibility is key. Sometimes you need more hands on deck, and that’s okay. Just make sure your team is agile enough to stay coordinated. If your team grows, consider splitting into smaller, focused sub-teams that can tackle different parts of the project without losing sight of the big picture. If you are in need of an extra pair of hands for a short period of time or for a specific project, hiring an external consultant could be an excellent solution. They bring a ton of experience from other companies and you can make sure your team size (and payroll) doesn’t expand too rapidly.

Tailoring your team to your company’s needs

Now you know which roles, skills and structure you need in your digital team, there is just one more thing that you need to know before you go assembling your dream team. We mentioned before that not every company needs the same kind of digital team. The perfect setup for your business depends on a whole bunch of factors—your industry, company size, business goals, and even the kind of digital presence you have. Let’s break it down with a few examples.

- Tech Companies need teams that are all about cutting-edge innovation. Think specialized roles like DevOps engineers and AI specialists. The focus here is on staying ahead of the curve.

- Non-Tech Companies might prioritize digital transformation, with teams focused on integrating digital tools to make existing processes more efficient. Here, digital marketing specialists and CRM experts are often key players.

- Startups usually have lean teams where everyone wears multiple hats. Flexibility is the name of the game, and generalist skills are a must.

- Large Enterprises, on the other hand, might have several digital teams, each working on different products or services. These teams are more specialized and might need to focus heavily on collaboration across departments to avoid the dreaded silo effect.

- Customer-Centric Companies will have teams that obsess over UX and customer journey mapping, while Innovation-Driven Companies need teams ready to experiment and push boundaries.

So, before you set sail with your new team, take a moment to think about what your business really needs. Tailoring your digital team to fit your company’s unique context is the key to building a team that’s not just good, but great.

Conclusion

Building a future-proof digital product team is about more than just hiring the right people—it’s about creating a culture where collaboration and innovation can thrive. By focusing on multidisciplinary teamwork, clearly defining roles, and fostering the right mix of skills, you can set your team up for success in an ever-changing digital landscape.

Remember, the goal is to create a team that’s as agile and responsive as a speedboat, ready to navigate whatever the future holds. Whether you’re a large enterprise or an ambitious SME, investing in your team today will pay dividends tomorrow as you steer your way to digital success.

Ready to build a team that can hold it together during any storm?

At EOLIS, we specialize in helping companies like yours assemble and integrate digital product teams that are not just effective but also adaptable to change. Whether you’re looking to strengthen your existing team or build a new one from the ground up, our consultants are ready to bring their expertise to your project and help you achieve your goals.

Let’s chart the course together. Contact EOLIS today to learn how we can help you build a team that’s ready for whatever the future holds.