As the voice of an organization, our jobs as marketers are never done. If we don’t keep talking to our customers where, how and when they want as they move across screens and channels, our competitors will pick up the conversation right where we left off. But far too often, we find ourselves so caught up with communicating outside the company, that we forget about our voice within.
Being the type-A taskmasters we marketers so often are, our campaigns generally start out looking like something out of a Wes Anderson film: pastel color-coded spreadsheets, perfectly balanced, symmetrical task lists, thoughtfully tagged contributors and every last KPI bell and whistle you could possibly conceive in order to see through another brilliant execution. You can almost hear it in your head, “The winner for best campaign adaptation goes to…!”
Nothing will go wrong. Until it inevitably does.
Yet throughout any campaign or project, a range of issues always finds a way to crap all over your perfect plan, blemishing your once idealistic strategy, standing in the way of completing tasks on time and screwing up any chance of delivering your project to its fullest potential.
Sometimes these issues are small and manageable: Alice didn’t revise the ad copy…again. Sometimes they’re bigger: The social team is unresponsive and intolerable. And sometimes they’re catastrophic: The product your whole campaign is centered around has just been pulled.
But it’s almost the issues that are virtually undetectable that seem to mess it up the most — the data we didn’t catch in time that told us to tweak our media spend; our message; our segments; our timing — they’re small changes, but they hurt the worst, because you didn’t even know they were there.
All of these issues add up to be that growing pile of task skeletons in every marketer’s shame closet, inevitably cascading across the entire marketing team. But the right technology solution can not only help you ditch the shame, but prevent it from happening at all. Let me explain.
Odds are your marketing team is spending hours and hours logging into various platforms to manually download information, type into Excel spreadsheets and try and uncover marketing performance insights across channels and campaigns – which is damn near impossible. However, with an analytics and visualization tool that continually collects and harmonizes disparate sets of marketing data, spotlighting critical correlations and automatically alerting users to any risks or opportunities they post, teams can stop wasting time crunching the numbers and start putting them to work. But how, you ask?
Enter, the daily marketing stand-up.
Yes, the daily 15-minute ritual of standing — never sitting — and discussing what each team member accomplished yesterday, plans to accomplish today and has standing in their way.
Hey, I already know what you’re thinking: No more meetings! And you’re not alone: According to a recent study, the average employee attends a whopping 62 meetings per month, and of those 62, she feels half of them are a waste of her time. By that math, if the average meeting is 30 minutes, each employee is wasting over 15 paid hours of work per month on meetings alone — about 9% of her salary. Forget ROAS, we should be looking at your return on meeting spend!
But that’s exactly my point: A daily stand-up allows you to meet more, so you can meet less. The focus of the majority of meetings as they are in the absence of the stand-up are reactive and reflective and almost always leave you cleaning up a mess.
With the right marketing optimization tools, stand-ups allow you to surface Alice’s delayed edits before they throw off a deadline; suggest a shift in media spend before you cross the CPM threshold; put a halt in product promotion before it’s too late; and surface those critical correlations between pacing and relevancy that can save a campaign from going down a path of inexplicable failure.
And it doesn’t stop there. By operating at this level of efficiency, marketing teams are able to make the shift from reacting to an issue to proactively predicting it; from reflecting on a failure to preventing it all together. Is the buying team facing a shift in budget? No problem. Does creative need to rewrite a tag or redesign a banner? Bring it on. CMO looking for a comprehensive update first thing tomorrow? You’ve got the data ready to go.
Marketing teams are feeling the pains of inefficiency across the board, from time and project management, to campaign strategy, creative, ad spend and cross-departmental communication. With a daily marketing stand-up, your team can turn those issues into solutions, and enjoy the ripple effect it has across your organization. Or at the very least, Alice will probably start getting her edits in on time.