How good marketing teams become great ones

Marketing teams are multi-talented: they manage administrative work, handle communication with customers, external service providers and internal departments, and come up with great and constantly new creative ideas along the way. What defines high-performing marketing teams? We will tell you in this blog post how to empower your team and help them achieve even greater things.

Removing communication barriers

Because marketing teams are in constant communication with internal as well as external team members about projects or campaigns, transparency within these consultation processes is difficult to achieve, isn’t it? It may be, but it doesn’t have to be. When communication within projects and campaigns becomes too complex for email ping-pong, a central communication platform is helpful.

There can also be hurdles in communication alone within your team, for example if information is inadvertently not passed on or the necessary contact person is not available or is ill at the time. Seamless communication on a platform where all team members have access to the information they need prevents projects from stalling and deadlines from being missed because of it. Long story short: Use tools to make your internal as well as external communication transparent so that everyone is always up to date.

Automate processes and promote innovation

Despite times of innovation and digitization, some marketing teams still find it a bit difficult to automate their processes. And this despite the fact that much of the daily work could easily be automated. Cumbersome work in Excel sheets or the inconvenient collection of information such as quotations or project status via e-mail are no exceptions here.



For new tools to be truly adopted and accepted by your team, it’s no good just introducing them and giving everyone their login details. What you need to consider when preparing your team for innovation:

Communicate

When changes are initiated, marketing managers have a responsibility to prepare for them and alleviate potential concerns within the team. This requires open communication culture that allows your team to verbalize thoughts, fears and questions. The need to change current work processes must be clear to all team members. For this purpose, use cases must be run through on the basis of real-life examples so that it becomes clear that, for example, the new tool doesn’t just look great in theory. Only if your team feels addressed in discussed challenges and issues, an acceptance of change will take place. After all, why accept something of which the added value is not really clear?

Qualify

Presenting and explaining alone is not enough. In order for your marketing team to engage with the tool under real-world conditions, you as the marketing manager are responsible for creating the necessary space as well as time. If your team feels pressure to use the tool and experiences inadequate training, there’s a good chance it will remain just another icon on the desktop. The important thing here is to pick up all team members.

Document

With the help of tutorials or clear manuals on the new tool, you strengthen your team’s confidence in using it. Only when everyone pulls together and understands the benefits of process automation will new workflows work and add value for you.

Promote knowledge growth

If you want to generate enthusiasm within your team for new innovations such as process automation, you have to foster a desire for general further development within the team. However, creating a culture for knowledge transfer and continuous knowledge enhancement does not have to be complicated or expensive. The aim is to whet the appetite for further development and to prevent phrases such as “we’ve always done it this way” from being used in the first place.

Acquiring technical literature, using shared podcasts or introducing small presentations at the end of a weekly meeting of individual team members on specific topics can be promising approaches here. Those who deal with new topics stimulate their grey cells and are thus better able to develop their own ideas. Creative minds in particular need space and time to develop new ideas. This creates satisfaction within your team and is also helpful for the overall creative work. A win-win situation!

You see: little things can have a big impact on your marketing team. So it’s worth taking a closer look, taking your team’s feedback seriously, and creating an environment that enables a desire to innovate.

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