Marketing leaders across industries have been hit with one hurdle after another over the last year and a half. A 2020 survey “The evolution of the burnout COVID-19” reports that 83 percent of these leaders are experiencing extremely high levels of burnout. A few changes in working patterns can help overcome burnout.
It’s been a tough year for marketing and an even more challenging year for marketers. According to a recent survey “The evolution of the burnout COVID-19” polling 7,000 professionals, marketing and communications professionals are now faring the worst among job functions with the highest burnout. Here are some practical tips for building professional resilience in the year ahead.
Identifying common triggers
The main reason for fatigue is often due to people trying to do more with fewer resources. For marketing, this could mean that marketing teams who have been reduced, and their budgets cuts are expected to deliver the same or more activity.
Major influential factors also include working on tedious tasks, long hours and lack of sleep, high anxiety and difficult workdays. There are also too many obligations during a shortage of resources. Not many people have been able to take a vacation or have ever had time to relax. This results in a lack of clarity, focus, and certainty.
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Utilize the APPLE technique
Anxiety UK has developed a unique process to help individuals cope with anxiety, which can prove applicable to combating burnout as well. The acronym stands for Acknowledge, Pause, Pull back, Let go, and Explore.
Its common knowledge that too much changed in a very short time, and it’s completely normal and natural to feel exhausted. Taking time for self-care enables CMOs to show up as the best possible version of themselves for the people counting on them—it’s not a wasted effort to take time away.
Re-visit the production flow function
There is no need to do the same thing over and over again in anticipation of a different outcome. Start by realizing the work patterns and if there is a balance between professional and personal life. Identify the production zapper/time and see what tasks are urgent, non-urgent and what can be transferred
Post and design workflow
The CMO should focus more on strategy to measure, plan and improve results. There’s no need to constantly try to put out fires. Importantly, CMOs can also bring in the right people, agencies, media, marketing partners and tools to help improve that flow of design work to maximize success.
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It’s a marathon, not a race
Short-term marketing strategies, false expectations of the C-Suite and false deadlines mean that marketing and communications professionals often feel they are in an on-going race to the finish line. But it is important to play a long game.
With all of the stress of these unprecedented times, it’s easy to become overwhelmed. Acknowledging that continuing to work as if nothing has changed is unrealistic will help create healthier habits to avoid the fatigue, apathy and overall discontentment that come with burnout.
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