Are you still using a type writer to type blogs? There is a nostalgia with typewriters but they would make it difficult to keep to the amount of content most companies have to keep with it.
From a managing content perspective, using spreadsheets or post-it notes is like using a typewriter without the nostalgia. Technology has evolved a lot in the last 20 years and content marketing software drastically ahead of the curve to what you may be currently. Its time to take a look at how software can help you and your team. Software may be the biggest opportunity to transform how your team works now if you are approaching 10 or more people!
What are people doing currently?
If you think you’re late to the party you’re not. Based upon CMSWire’s 2015 Survey Results, 80 percent of organizations have barely started to think about how to transform their marketing organizations. So, there’s no time like the present to begin on your journey of exploration for the next way of doing work.
So what is it you’re doing now? Talking with hundreds of marketing teams from small to the Fortune 100, the primary tools of marketers are still emails, calendars, and spreadsheets. An estimated 28 percent of the average interaction worker’s week is spent managing e-mail, and nearly 20 percent is spent looking for internal information or tracking down colleagues who can help with specific tasks.
Taking this one step further, this is roughly 50 percent or 20 plus hours of a marketer’s time spent in email and chasing detail. Assuming a marketer’s billable rate is $150 per hour or more, that’s $3000 per week invested in this activity. Across ten or more colleagues, we’re talking tens of thousands spent in pure management purgatory.
Is all software helpful?
Marketing.AI customers say they’ve significantly cut their time spent in emails and “chasing details” around marketing projects in their organizations. Assuming they gain back a third of their previously “lost” 20 hours (6 hours per week), across a team of ten colleagues- that’s a full week recovered, every week! It’s like adding a new person to a team.
Marketers have hundreds of software solutions from calendars, marketing automation tools, content management systems, social publishing, and many others listed in the 2016 Marketing Technology Landscape. And our favourite, spreadsheets which notoriously cause isolated points of data and are often lost in email communications.
Project management tools are also part of the mix, but are often too detailed and complex for the whole marketing team to use. Thus, creatives, designers, and other task heavy marketers typically adopt and spend time in project management tools, to the exclusion of other colleagues.
So…..executives work in calendars and spreadsheets, reports are built by managers to coalesce this information into reasonable reports, other parts of the team are in project tools, with agency partners and external contributors working elsewhere. What does all of this point to? Ultimately, silos remain in the organization- driving inefficiency and lack of collaboration vs. the promise of modern marketing teams working in efficient, all knowing, all seeing collaborative efforts!
Can we avoid working in silos?
In his article in Entrepreneur Magazine, Matthew Toren states that, “silos have long been listed as the bogeymen of both large and small organizations. They kill productivity, halt innovation and destroy morale. When it comes to the long-term impacts of silos, Pratik Dholakiya captures their destructive power perfectly:
“Much as we believe that we are most productive in our little silos, the fundamental fact remains that humans are social animals. By denying the opportunity to collaborate and cross-pollinate ideas, businesses contribute to their own speedy demise.”
In the same article, Matthew outlines how silos in work lead to redundant steps in the organization, misaligned priorities among team members, limited collaboration as there is no real “structure” to encourage and formalize collaboration, and dangerous groupthink when differing silos of team members aren’t regularly interacting and debating with each other the best courses of action.
Marketing.AI customers are successful in breaking down their silos. How? They spend the time up front to ensure Marketing.AI is configured to match the way their teams work. The system is configured to use their corporate terminology, aligning with ALL of the strategic data points they want to track, regardless of role. Once this common understanding is established, it’s easy to involve all members of the team, including external partners and agencies.
Why is Marketing.AI three times better than what you’re doing right now?
- One time better- add the equivalent of a whole new person to your team!
- Two times better- break down the silos that get in the way of greatness!
- Three times better- ALL marketing content visibly connected to the STRATEGY that matters!
Don’t get bogged down with old technology or using old ways of managing your content. They are much better ways out there and we can help.