Future Of Work

Bringing Ideas to Market inside Marketing Teams

Bringing Ideas to Market inside Marketing Teams
Written by Daphne Lopes

 

As the marketing landscape transitions towards digital and environments become hyper-competitive, organizations are starting to recognize the need to become agile to stay in touch with their customers. In such environments, marketing teams are expected to produce high volume and quality content increasingly faster.

Internally, marketing became a central activity for customer acquisition, and as products and features are shipped in an agile fashion, building marketing plans became extremely complex.

To succeed in such a landscape, creative managers have started borrowing from project management practices. They are investing in project management platforms to drive the digital transformation that can increase their productivity and create the scale to connect effectively with more consumers.

Considering that marketing teams are generally overly busy creating and implementing campaigns, identifying where the key opportunities to streamline and improve processes are, can be difficult.

So drawing from our exeprience, we have selected four key areas where marketing processes can be improved to bring ideas to market better and faster:

  1. Align marketing efforts and organizational goals

Every project in the marketing department should be able to get the organization closer to its strategic goal. With campaign requests coming from left, right and centre, knowing what to prioritize can be tricky. Developing a plan with clearly-defined goals, deadlines, and metrics of success is extremely important. Ensuring that this project is moving the needle in the right direction for the organization is the key to deciding whether it is a good investment of energy and resources, or not.

A system that can automate prioritization using your organization’s project prioritization matrix can help you identify, amongst many projects, which ones to focus on first. This ensures that the marketing team is continuously focused on the most important tasks.

  1. Manage marketing budgets

The budget of a marketing campaign will always be one of the key elements governing the marketing strategies you build. This cost exercise builds clarity around the amount of money you have to spend. It is also important to track this expenditure throughout the project to ensure the campaign doesn’t go over the budget. A project management system that has a built-in financial component can save you a lot of time between spreadsheets and invoices, and allow you to report on the effectiveness of the marketing team and the campaign to the leadership.

  1. Manage marketing resources

Resource management is a huge part of marketing operations. In today’s ever-changing and increasingly complex environment, marketing managers need better ways to sustain pace while delivering highly-coordinated projects, maintaining brand integrity and keeping costs controlled. Relying on a centralized project management platform for upfront planning, coordination and collaboration of marketing resources are vital to successfully bring ideas to market.

  1. Brand consistency and compliance

Brand consistency builds trust with customers and stakeholders and plays a great part in establishing your business for long-term success. To ensure consistency within the organization it is important to set up brand guidelines and educate the organization on how to utilize them. Compliance (such as GDPR) protects organizations against possible legal issues, but it is generally an area that’s overlooked, unless an audit it’s on its way, and in that case, it generates a lot of extra work and stress for marketing managers. A project management platform helps the marketing team build and advocate consistency through streamlining request forms, and formal approval processes. And are also great to effectively design, monitor and report on compliance processes while maximising productivity.

Implementing a project management system that achieves great results is not something you can do overnight. A successful implementation is one that is planned and well thought out. Without the development of the appropriate processes and workflows, your team will struggle to enjoy the benefits of working on a project management platform. Most SaaS providers will work with a range of partners to deliver successful implementation. Using a specialist will save you a lot of time, money and headache, and give your team the support they need to continue performing while you reinvent processes, workflows and systems. 

When your marketing team is aligned, productive and effective, the entire business can thrive.

About the author

Daphne Lopes

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