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How to Get Your Team Aligned on Marketing Program Goals

July 12, 2018

You’re only as good as your team – an adage that couldn’t be truer in the workplace, especially as it relates to marketing programming or projects that utilize multiple team members. If your team isn’t on the same page, paragraph, line, word, and character, problems regarding goals can lead to a program breakdown and compromise your organizational integrity.

To ensure your programming runs smoothly and efficiently from the beginning and goals are met (preferably exceeded), follow these four simple tips to ensure marketing team alignment and goal achievement.

Have Your Team Involved from Step One

Don’t slowly fold team members into projects as their role arises – it opens the door for missed opportunities and cues that are critical for understanding the client and project, which is a surefire way to miss goals. Though it may be cumbersome, involve the vital marketing team members from the start of the program, including project scope, statement of work, and initial client communications.

Be Realistic with Timingfinish line, business team, race

If you have a busy team, time-crunched programs may not be doable without compromised quality. Speak with critical team members and discuss their workload to determine if the program is feasible based on their time commitments. Comprehensive input from your marketing team puts accountability on those who are responsible for the program and vital to the goals.

Be Mindful of Employee Overload, and Pivot Quickly

Not every plan goes according to, well … plan. If your team can’t handle the workload or the program guidelines, have a conversation. Warning signs of overload include missed deadlines, guilt or shame, inattentiveness, and disengagement, which leads to a disjointed team. At the first sign of overload, speak to your employee, non-aggressively and without placing blame. Remind them they’re vital to the team, and you only want to help.

A program manager or owner makes sure a backup employee is available to step in as a relief pitcher; make sure the team member knows they’re not excused from their duties but rather that you’re offering help with the workload.

Host a Debrief

If this is one of your first marketing programs, or if you’re realigning your marketing programming, even these tips can’t ensure smooth sailing – there’s a learning curve. A top-level view of the marketing program will diagnose problematic behaviors or missteps, and a team debrief will allow your team to offer feedback on what worked, what didn’t, and what could improve the next program and future goal setting. Make the debrief a comfortable environment, being mindful not to let the conversation become accusatory as you discuss problems. Keep the conversation honest but productive; pointing fingers and shifting blame drives a wedge between team members.

Marketing programming and goal setting are both an art and a science, and there are always ways to improve. While working through the marketing program, stay focused on the windshield; after the program is complete and you weigh your success is the time look in the rear view mirror to see how far you’ve come as a team.

Do you have more tips you’d like to share? Did this blog resonate with you? Leave a comment below. I’d love to chat more about marketing programming and tips for whole-team success!

Courtney Stallings
Written by Courtney Stallings

Courtney writes and edits content for Leading Results and their clients. She has been described as a Grammar Nazi and enjoys crafting writing with excellent spelling, punctuation, and grammar.

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