Winning at the Game of Marketing by Timon Rumbold
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The document discusses 6 common obstacles that marketing teams face and provides "cheat codes" to overcome each obstacle. The obstacles are: 1) constant work requests from various sources, 2) juggling multiple tasks without process or standardization, 3) not knowing who is available or their capacity to take on work, 4) lack of visibility into project or task status, 5) inefficient approval processes, and 6) inability to justify needs or improvements due to lack of data collection. The document advocates for centralizing work management, standardizing processes, increasing visibility into resources, collaborating to track status, streamlining approvals, and measuring key metrics as "cheat codes" or solutions to these frequent problems for marketing teams.
Winning at the Game of Marketing by Timon Rumbold
- 1. Timon Rumbold AtTask Marketing Solutions Group WINNING AT THE GAME OF MARKETING 6 Common Obstacles to Marketing Team Success and the Cheat Codes to Beat Them
- 2. ATTACK OF THE WORK REQUESTS Don’t just duck and cover – conquer the barrage
- 3. 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
- 4. People work more hours than they’re actually paid. 2013 Employerbility study on “Workplace Productivity” OBSTACLE 1 – ATTACK OF THE WORK REQUESTS
- 5. Quick Survey: How many tools does your team use to manage your work?
- 6. CHEAT CODE: 1 – CENTRALISE
- 7. Dominate the game • Centralise requests • Standardise requests • Provide visibility • Align requests to goals • Understand tradeoffs • Empower workers OBSTACLE 1 – ATTACK OF THE WORK REQUESTS
- 8. SPINNING PLATES MAYHEM Process makes perfect
- 9. It’s all fun and games … until someone drops a plate OBSTACLE 2 – SPINNING PLATES MAYHEM
- 10. Workers have high levels of stress and extreme fatigue, and feel out of control. 2012 ComPsych survey OBSTACLE 2 – SPINNING PLATES MAYHEM
- 11. Workers lose 1 hour or more per day of productivity at work due to stress. 2012 ComPsych survey OBSTACLE 2 – SPINNING PLATES MAYHEM
- 12. CHEAT CODE: 2 – STANDARDISE
- 13. “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) OBSTACLE 2 – SPINNING PLATES MAYHEM
- 14. HELLO... OVER, IS ANYONE THERE… OVER Break the chain and appropriate the right resources for your work
- 15. 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? OBSTACLE 3 – IS ANYONE THERE?
- 16. 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
- 17. CHEAT CODE: 3 – VISIBILITY
- 18. 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
- 19. REPORTING WORK STATUS Solve the mystery
- 20. Who’s doing what? When will they finish? What else is left? OBSTACLE 4 – WORK STATUS
- 21. Over half of failed projects blamed on ineffective communication. “The High Cost of Low Performance”, 2013 PMI report OBSTACLE 4 – WORK STATUS
- 22. CHEAT CODE: 4 – COLLABORATE
- 23. 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
- 24. PIN THE TAIL ON THE DONKEY Take the blindfold off the approval process
- 25. The hunt for: Red October the approver OBSTACLE 5 – PIN THE TAIL ON THE DONKEY
- 26. 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
- 27. CHEAT CODE: 5 – STREAMLINE APPROVAL PROCESSES
- 28. “Structure” is also not a 4-letter word • Identify approvers • Automate review process • Establish timeframes • Automate reminders • Provide visibility OBSTACLE 5 – PIN THE TAIL ON THE DONKEY
- 29. THE JUSTIFICATION GAME Proof is in the data
- 30. Overworked and understaffed? OBSTACLE 6 – THE JUSTIFICATION GAME
- 31. Prove it. OBSTACLE 6 – THE JUSTIFICATION GAME
- 32. 2012 increase in CMO budget … 2012 CMO Tech Marketing Barometer Study by IDC OBSTACLE 6 – THE JUSTIFICATION GAME
- 33. … but CMOs had expected 8%. 2012 CMO Tech Marketing Barometer Study by IDC OBSTACLE 6 – THE JUSTIFICATION GAME
- 34. CHEAT CODE: 6 – MEASURE
- 35. Data – GOOD data – unlocks its own rewards • Uncover productivity improvements • Improve resource allocation • Provide cost reporting • Start profitability reporting OBSTACLE 6 – THE JUSTIFICATION GAME
- 36. CHEAT CODES
- 38. TOTAL VISIBILITY TEAMS SINGLE INPUT PLAN COLLABORATE ASSETS APPROVAL REPORT SUCCESS SINGLE SYSTEM OF TRUTH
- 39. ATTASK HALL OF FAME
- 40. “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
- 41. “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
- 42. For a custom demo of the AtTask centralized work solution, visit us @ Booth D50 KICKIN’ SAAS