In a highly competitive business environment where some of the most tried and tested marketing strategies aren’t performing as well as in years past, supporting your marketing team is more important than ever to ensure you stay at the forefront of your customer’s minds.
Establishing a strategic management framework is a key part of this. How do your team stay on top of what tasks have been completed and what’s outstanding? How do they assess how the tasks contribute to the overall business objectives and targets? If you – or them – can’t answer this easily, it’s time to put some processes in place or improve the ones you currently have.
To help, here is an example of a management framework your marketing team can implement to increase communication, transparency, performance, and results.
Identify the activities needed to successfully manage your marketing.
Below are the activities that need to be performed to manage and report on the marketing projects you undertake successfully. These activities provide maximum transparency and visibility around every aspect of your marketing.
Key marketing management tasks:
This information will inform the marketing team's direction and provide management with the information they need to make further decisions or budget approvals.
Increase transparency around daily tasks.
It's important for the team to have a quick daily check-in to ensure everything is proceeding as planned, overcome any hurdles, and identify problems before they snowball. This could be done in a quick face-to-face huddle or a Teams or Slack conversation.
Here are some prompts to get started:
Organise weekly check-ins.
Every week, the marketing team should review the results of the last week and plan out the following week based on priorities.
Here are some prompts to get your team started:
Book in monthly strategy meetings.
Every month, your marketing department should analyse, dissect, discuss, brainstorm, and replan! As one of the more important meeting points, the monthly meeting gives everybody a chance to stop, review, plan and get cracking with the next month's work.
What is needed for the meeting:
Conduct an analysis and develop recommendations. This should cover:
Schedule quarterly planning workshops.
It's time to get strategic. This is where the long-term focus becomes integral to ensure your marketing department stays on track. This also requires time set aside to ensure you cover everything you need to.
Preparation for the quarterly planning workshop:
The agenda for the quarterly planning workshop should include the following:
Coordinate an annual planning session.
Your annual planning session will be a turbocharged version of your quarterly workshop. You want to take it to the next level on all fronts and ensure you take the time to analyse the last 12 months and plan out the next 12 months. Ensure this is strategically aligned with the broader organisational goals and marketing budget.
Want more tips and hints to support your marketing team and increase their performance? Check out our blog.
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