Obviously they have the motivation, but the volume of daily work, and above all inertia, means that they do not always dedicate the necessary time to carry out their tasks.
In my last reflections on this blog I have talked about the reasons for marketing failure in companies and why some companies sell and others don't . In the first case, about saudi arabia mobile number owner name the obstacles in the development of marketing within companies (closely related to the content of this article), and in the second, about the error in the way of approaching sales objectives.
As in all cases, the key to success lies in the people who manage marketing. It seems that when thinking about a strategy, we tend to forget this point, but it is clear that without the right team in terms of training, experience and availability of time, what we put in a document usually comes to nothing.
The explosive combination is that they do not have the knowledge or the time to implement it. For each task will be a great obstacle for them and if they do not have time to do it, they will tend to postpone it. And when they do do it, they will not do it correctly.
How do we stop this from happening?
How to transform a marketing team without stopping daily activity
Or to put it another way, how do you get your marketing team to properly implement your marketing strategy when they don't have the time or the knowledge?
This is a considerable challenge. They need to learn and change plans without stopping.
To achieve great goals, you must start with small actions that become habits. The sum of these is what will transform the company.
To motivate the team, these actions must also have visible results almost immediately. In this way, we achieve a double objective: we propose an action that they are capable of carrying out, and it also has short-term results that motivate them to continue working.
These actions, converted into habits, are what will push the orange line to surpass the blue line in the graph we discussed in the article on how to eliminate the biggest impediment for companies with marketing .
The Plateau of Latent Potential - James Clear
Transforming marketing strategy into small, manageable tasks
We will have actions directly related to the strategy and others that form the basis of any marketing team. We can do this in four ways:
1. Elephants in small fillets
The idea behind my approach is that when we are faced with a very large project, we must break it down into phases, and then into tasks that are small and simple enough for the department to be able to take on in the time available.
2. Bring a long-term goal to the present
We have to do something similar at a strategic level. That is, what we want to do in the medium or long term, how could we implement it today? What form would it take? That is, if I want to set up a business school but today I have no resources, no teachers, nothing… starting from today, what phases could I follow? For example:
Training videos.
Online course posted on my website.
Marketing through platforms
Live online training combined with documentation.
Hybrid classes (in-person/online) in rented classrooms.
Business school.
That is, I start working on the pillars of the future business model from today. In this way, the company learns along the way and also works on positioning from the very beginning.
3. Training and/or support
Of course, in parallel to this, we must cover the team's shortcomings through additional training and/or supporting them with external help in the form of accompaniment.
4. Positive habits
And finally, there are the habits that we must learn once and apply hundreds of times. That is, actions that we must master and internalize regardless of the strategy.
For me, examples of key tasks due to their importance and/or recurring need for companies are:
Digital analytics to have enough information to make decisions. If we break down the task and make it manageable in any agenda, we could translate this large task into a very small one: start the day by dedicating 15 minutes to analyzing the data and drawing the first conclusions . This will lead to subsequent improvements in many areas.