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Posted by randfish

What holds marketing teams back from accomplishing great things? In today’s Whiteboard Friday, Rand tackles the big challenges many internal marketing teams face, and outlines a way to bring structure and empowerment back to your marketers.

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The Key to Empowering your Marketing Team – Whiteboard Friday

For reference, here’s a still of this week’s whiteboard.

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. Today I’m going to be talking to you a little bit about what holds marketing teams back from being able to accomplish great things inside of companies, and for external marketing teams that are on an agency or consulting basis, but really oftentimes internally.

So this, I’ve got here my six little friends. This one, this guy is kind of awkward. His back is a little out of whack. But that’s okay. He’s just a stick figure. He’s probably feeling just fine.

The challenge for these guys is that they constantly need their work reviewed. They’re kind of in the weeds, in the trenches doing marketing activities, building content, trying to get that content shared and linked to, trying to earn rankings and traffic, trying to buy advertising, trying to influence the website and the marketing materials, make the conversion rate higher, do all these things to promote the marketing funnel improving. Yet they’re constantly changing course, sometimes daily, sometimes even hourly. Boss comes in, it’s sort of like, “No, no, no, don’t do that anymore. Focus on this thing. No, wait, I know I told you to do that, but we don’t need that anymore. We need this other thing.”

They’re not empowered to make decisions, not even about their own work. They really have to get constantly reviewed. Someone comes and gives them feedback on everything they do. I’ve been this marketer myself before. Especially as a consultant, you’re oftentimes in this position. You don’t have that empowerment to make great decisions.

But there’s a way to fix this, and it’s an architecture I want to share with you that’s been really powerful for me and for a number of other companies that have adopted this and that have shared it too. So the idea is basically that what we want to do is we want to take all the things that the company wants to accomplish today, in the future, in the far, far flung future, and we want to connect that all the way down to what the marketing team is actually working on today, right now. But it takes a little bit of work, and it takes a lot of transparency, and it takes some thinking. If you don’t have this architecture yet, you should give it a try. Let me show you what I’m talking about.

A big company vision is a great starting point. I know many small and medium businesses don’t even really have a great big company vision. But if you can imagine one, if you can put one on there, “We want to be Cleveland, Ohio’s best marketing agency, and we define best as our clients are the happiest, we have the most clients, and we have the highest revenues in the city.” Okay, great, now you’ve got a company vision. Moz’s vision, for example, is to help people do better marketing. Tesla’s vision is to transform how the world is transported. NASA has an organizational vision to explore space. So you can get a …

You can read the full article at Moz Blog

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Posted by randfish What holds marketing teams back from accomplishing great things? In today's Whiteboard Friday, Rand tackles the big challenges many internal marketing teams face, and outlines a way to bring structure and empowerment back to your marketers. ...