Allpoints Insights

11 Rules for Effectively Developing a Senior Leadership Team

Developing a senior leadership team in an agency environment requires a thoughtful, personal and strategic approach. A leader’s role is to foster an environment where each team member’s potential can be maximised, while ensuring that the team operates cohesively and in alignment with the agency’s overarching goals. The following points provide a simple roadmap for building a strong, high-performing senior team that can drive the agency’s success.

  1. Identify and Leverage Strengths

Conduct thorough assessments to understand the strengths, weaknesses, and potential of each senior team member. Use 360-degree feedback, personality assessments, and performance reviews. Understanding each individual’s capabilities, and areas for further development, helps you assign roles and responsibilities that align with their strengths, maximising their impact and ensuring they are positioned to succeed.

2. Set Clear Goals and Expectations

Define clear, measurable goals for the senior team that align with the agency’s strategic objectives. Ensure each team member understands their responsibilities and how they contribute to the overall goals. Clear expectations provide direction and help align efforts, ensuring everyone is working towards the same objectives.

3. Foster a Collaborative Culture

Encouraging open communication and collaboration across departments and levels is essential. I’d like you to please implement regular team meetings, workshops, and team-building activities to strengthen relationships and foster a collaborative environment. This will help break down silos and ensure that the senior team works cohesively towards common goals. Silo working and worse, silo thinking, is a problem most growing agencies face.

4. Promote Diversity and Inclusion

Cultivate a diverse team with varied backgrounds, perspectives, and skills to enhance creativity and problem-solving. Implement inclusive policies and practices to ensure all team members feel valued and supported. A diverse and inclusive environment can lead to richer discussions and more innovative solutions and remember, you will almost certainly be working with a diverse audience.

5. Empower Decision-Making

Delegating authority is a skill in itself and one that is essential to any leader who wants to promote growth. Empower senior team members to make decisions within their areas of responsibility. Trust their expertise and support them in taking calculated risks to drive innovation and growth. Empowerment fosters a sense of ownership and accountability, which will lead to more proactive and effective leadership.

6. Encourage Open Feedback and Communication

Create an open environment where feedback is welcomed and valued. Encourage senior team members to share their insights and concerns openly, and ensure their voices are heard in decision-making processes. Open communication fosters trust and helps address issues before they escalate, leading to a more harmonious and productive team.

7. Accountability and Ownership is Essential

Establish a culture of accountability where senior team members take ownership of their projects and results. Use performance metrics and regular reviews to track progress and provide constructive feedback. Accountability ensures that team members remain focused on their goals and take responsibility for their outcomes.

8. Invest in Continuous Learning and Development

Provide opportunities for professional development, such as leadership training, industry conferences, and advanced certifications. Encouraging senior team members to pursue ongoing education and stay current with industry trends will not only enhance their skills but also bring fresh ideas and perspectives to the agency. The Institute of Directors has some excellent courses. Give the team time to understand the benefits of new technologies to actively learn and implement them into their working day and the working day of their teams. This will encourage forward-thinking behaviour and result in time-saving and better profitability.

9. Focus on profitability

So often forgotten in the agency world, especially during fast growth periods when time is short. Setting profitability expectations with your senior team will ensure there is investment available to fund future growth plans.

 10. Lead by Example

Demonstrate the values, work ethic, and behaviours you expect from your senior team. Show commitment to the agency’s vision and mission through your actions and decisions. Prioritise your time and work smarter, not harder. Leading by example sets a standard for the team and reinforces the importance of aligning personal conduct with organisational values.

11. Recognise and Reward Achievements

Acknowledge and celebrate the successes and contributions of senior team members. Implement a recognition programme that highlights individual and team achievements, motivating them to strive for excellence. Recognition not only boosts morale but also reinforces the behaviours and results that the agency values, creating a positive and motivational work environment.


By following this structured approach, with your spin, you can create a dynamic and resilient senior team working together as a team in what is often a high-pressure environment. Identifying and leveraging strengths ensures that each member is positioned for success, while clear goals and expectations provide a unified direction. Fostering collaboration, promoting diversity, and encouraging open communication build a culture of trust and innovation. Empowering decision-making and fostering accountability ensures proactive leadership. Continuous learning keeps the team ahead of industry trends, new technologies save time and money and therefore drive profitability, and leading by example sets a standard of excellence. Finally, recognising and rewarding achievements motivates the team and reinforces the desired outcomes.

This strategy will not only enhance individual performance but will also drive collective success and retention of your senior players, positioning your agency for sustained growth and achievement, giving you the space to concentrate on strategy and the end game . . . you have an end game in mind – right? If not, then get one!