Our product launch was less than 48 hours from our targeted “go live”date. I’m standing in the break room, desperate for my first cup of coffee, when I happen to overhear our product managers lamenting about a software glitch that has, for all intents and purposes, put everything on an indefinite hold. When were they going to let me in on this? I shudder to think what would have happened if we had hit the send button, with a nationwide release on a new product that might not be market ready for who knows how long.
Want to know what keeps me awake at night? Sales, product management, our channel partners – everybody wants a piece of me.
Collaboration amongst departments – as the demands of the marketing team quickly expand and evolve – is both a blessing and a curse in my business. So many moving parts…I find myself lying awake at night in a panic, wondering how I am going to keep it all together. And get it all done! My only solace, my peer marketers are feeling the same pain. I can’t remember the last time a networking conversation didn’t echo what keeps me tossing and turning.
“…My Marketing team is expected to effectively support Development, Sales, and the Executive Team. The operative word here is “effectively support.” With so many balls in the air, how do we manage to success?”
“…Metrics and data are no longer a nice to have when it comes to things like reporting out on leads converted to opportunities. In fact we need to plan for and track the measurable results for all our marketing programs. Yup, add one more thing to the list of things that need to get done.”
“…Candidly, we’ve grown to a size that our old way of doing things just isn’t working anymore.”
“…Does anyone know what my team has produced?”
Bottom line, today’s Marketing Executive is expected to do more than blanket customers with brand awareness and messaging. Marketing responsibilities now follow through helping and serving, with a focus on collaborating with other departments to place the customer experience first. And managing the data and metrics that drive this experience (10 predictions on the changing role of the chief marketing officer).
Candidly, the status quo of falling back onto tried-and-true methods to get everything done (e.g. spreadsheets, emails, phone), isn’t working and isn’t driving the results I need to see.
I don’t know about you, I need a new approach to achieving my objectives,and to simply getting things done. Know what I’m talking about? Share, please. Maybe we’ll both sleep better at night.