With the reabsorption of digital capabilities into marketing, the return of data to marketing — spurred by rapid technological advancements and the rising centralization of marketing teams, the structure of marketing teams has changed dramatically in recent years.
A decentralized marketing structure allows a company to promote and advertise its products or services with the least amount of intervention and bottlenecks possible. However, if multiple teams are in charge of different initiatives, an organization may wind up with siloed procedures and incompatible branding efforts.
When discrete teams should collaborate on company-wide projects, this disjointed arrangement can be problematic. Here are some strategies to get everyone in the decentralized marketing organization on the same page and take a more synergistic approach to reach shared goals to make this process easier.
Also Read: Top Four Trends for Multi-Location Marketing in 2022
Metrics and processes should be well-defined
The more decentralized a marketing team is, the greater the responsibility for the CMO to effectively manage it. Three ways that have shown to be effective, according to industry experts: Top-down objectives and key results (OKRs) should be well-defined and accessible to the team so that they can set their own targets. Following that, marketers establish a routine for reviewing progress, assisting teams with bottlenecks, and communicating adjustments. Finally, interact with cross-functional peers on a frequent basis to ensure that marketing is on the same page as them.
On both the global and micro levels, communicate openly
On both the macro and micro levels, keep the channels of communication open. Request early assistance from marketing and communications professionals throughout the organization, promote their participation throughout the process and celebrate collective accomplishments together. Small yet powerful meetings and messaging will keep the other major stakeholder groups engaged.
Use one tool to track cross-team OKRs
The top aim for the firm should be to have a single tool that tracks all of the company’s OKRs and to add cross-team OKRs. Different teams will be on the same page, teamwork will improve, and all initiatives will provide better results. Of course, rigorous OKR maintenance is required, such as analyzing interim results and managing common goal understanding.
Also Read: How to Provide Great CX in an Increasingly Digital-First Landscape
Build a cooperative atmosphere
In a collaborative environment, key performance indicators are established, finalized, and agreed upon. Following that, marketers construct a steering committee made up of specialists from several departments to weigh in at important points in the project, providing comments and approval before moving on to the next step. This allows strong team members to focus on the project while maintaining a diverse range of viewpoints as the project evolves.
Create a clear mission and process
A mission statement expresses the rationale for the company’s existence in a few words. Develop strategies for achieving the mission’s goals. To maintain consistency, develop a method for executing the techniques and require everyone to follow it.
Each project should have its own owner
Marketers should assign a single owner to each project so that everyone knows who is in charge. Then, using a communication strategy, marketers should bring that specific project team together around regular and consistent communication.
Have champions from several departments
Marketing leaders should ensure that the project has at least one additional champion from another department who is enthusiastic about it. People can rally behind a larger cause if there is excitement and a shared purpose across business functions.
For more such updates follow us on Google News TalkCMO News.
