6 Common Obstacles to Marketing Team Success and the Cheat Codes to Beat Them
AtTask Marketing Solutions Group
WINNING AT THE GAME OF MARKETING
Timon Rumbold
ATTACK OF THE WORK REQUESTS Don’t just duck and cover – conquer the barrage
A constant barrage • Requests via email, IM,
meetings, sticky notes, phone calls, texts, hallway chats, smoke signals, etc.
• FIFO (first in, favourite out)
OBSTACLE 1 – ATTACK OF THE WORK REQUESTS
People work more hours than they’re actually paid.
2013 Employerbility study on “Workplace Productivity”
OBSTACLE 1 – ATTACK OF THE WORK REQUESTS
How many tools does your team use to manage your work?
Quick Survey:
CHEAT CODE: 1 – CENTRALISE
Dominate the game • Centralise requests
• Standardise requests
• Provide visibility
• Align requests to goals
• Understand tradeoffs
• Empower workers
OBSTACLE 1 – ATTACK OF THE WORK REQUESTS
SPINNING PLATES MAYHEM Process makes perfect
OBSTACLE 2 – SPINNING PLATES MAYHEM
It’s all fun and games … until someone drops a plate
Workers have high levels of stress and extreme fatigue, and feel out of control.
2012 ComPsych survey
OBSTACLE 2 – SPINNING PLATES MAYHEM
Workers lose 1 hour or more per day of productivity at work due to stress.
2012 ComPsych survey
OBSTACLE 2 – SPINNING PLATES MAYHEM
CHEAT CODE: 2 – STANDARDISE
OBSTACLE 2 – SPINNING PLATES MAYHEM
“Process” is not a 4-letter word • Be consistent
• Use & re-use templates
• Set realistic expectations
• Align work to priorities
• Win - (i.e. reap the rewards)
HELLO... OVER, IS ANYONE THERE… OVER Break the chain and appropriate the right resources for your work
OBSTACLE 3 – IS ANYONE THERE?
Beg, borrow or steal people to get work done • No visibility into resources
or priorities
• Weekly resource meeting. (aka “Bun-Fight”)
• Who’s doing what?
• When will they finish?
• What else is left?
Workers say they don’t have enough time to get their work done.
“The Knowledge Worker’s Day: Our Findings”, Basex blog
OBSTACLE 3 – IS ANYONE THERE
CHEAT CODE: 3 – VISIBILITY
Stress-free Resourcing • Understand when it’s
urgent – and when it’s not
• Provide duration and effort
• Let resources be people
• Prioritise work
OBSTACLE 3 – IS ANYONE THERE
REPORTING WORK STATUS Solve the mystery
Who’s doing what? When will they finish? What else is left?
OBSTACLE 4 – WORK STATUS
Over half of failed projects blamed on ineffective communication.
“The High Cost of Low Performance”, 2013 PMI report
OBSTACLE 4 – WORK STATUS
CHEAT CODE: 4 – COLLABORATE
Clues to status visibility • Define “Final”
(Pro tip: It’s not “done_done”)
• Real decisions get made on real status information
• Make it easy and simple
OBSTACLE 4 – WORK STATUS
PIN THE TAIL ON THE DONKEY Take the blindfold off the approval process
The hunt for: Red October the approver
OBSTACLE 5 – PIN THE TAIL ON THE DONKEY
Increase in finishing projects within budget – if effective approvals are in place.
2012 PWC study on global project management
OBSTACLE 5 – PIN THE TAIL ON THE DONKEY
CHEAT CODE: 5 – STREAMLINE APPROVAL PROCESSES
OBSTACLE 5 – PIN THE TAIL ON THE DONKEY
“Structure” is also not a 4-letter word • Identify approvers
• Automate review process
• Establish timeframes
• Automate reminders
• Provide visibility
THE JUSTIFICATION GAME Proof is in the data
OBSTACLE 6 – THE JUSTIFICATION GAME
Overworked and understaffed?
OBSTACLE 6 – THE JUSTIFICATION GAME
Prove it.
2012 increase in CMO budget …
2012 CMO Tech Marketing Barometer Study by IDC
OBSTACLE 6 – THE JUSTIFICATION GAME
… but CMOs had expected 8%.
2012 CMO Tech Marketing Barometer Study by IDC
OBSTACLE 6 – THE JUSTIFICATION GAME
CHEAT CODE: 6 – MEASURE
Data – GOOD data – unlocks its own rewards • Uncover productivity
improvements
• Improve resource allocation
• Provide cost reporting
• Start profitability reporting
OBSTACLE 6 – THE JUSTIFICATION GAME
CHEAT CODES
DYSFUNCTION
INTERNAL MARKETING
CREATIVE
DIGITAL
POOR VISIBILITY
FINGER POINTING ANGRY CUSTOMERS
FIRE DRILL
TEAMS PLAN COLLAB ASSETS APPROVAL REPORT
SINGLE SYSTEM OF TRUTH
SINGLE INPUT SUCCESS
TOTAL VISIBILITY
TEAMS PLAN COLLABORATE ASSETS APPROVAL REPORT
ATTASK HALL OF FAME
“Don’t call me on the phone. Don’t give me an IM. Stop sending me email. Put your communication in AtTask. Because that allows for one source of truth.”
— Erin Frey, Creative Director, House of Blues Entertainment
CUSTOMER TESTIMONIAL
“With AtTask we are at least 25-30% more productive. That’s pretty amazing when you consider we are also tracking five times more information. That’s priceless.”
— Bill Gattinger, Traffic & Production, Direct Marketing ATB Financial
CUSTOMER TESTIMONIAL
For a custom demo of the AtTask centralized work solution,
visit us @
Booth D50
KICKIN’ SAAS
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