Question

Topic: Career/Training

Successfully Managing A Marketing Department

Posted bymktgcbbon 500 Points
I have been fortunate to have spent my career exploring all aspects of marketing from advertising to lead generation, direct mail, database marketing--you name it.

Now, I find myself in charge of a busy marketing department at a small company in the service industry. We handle all creative requests, manage 3 websites, do all of our own publishing, drive event registration, product sales, you name it. My staff is very talented and motivated. Doesn't sound like a problem, right?

Except that we are spread very thin. We have a web programmer, graphic designer, public relations manager - and as marketing director that leaves me to plan, write ad copy, pull lists, coordinate printing and mailings, and keep everyone else on track. We handle a lot of diverse requests often under seemingly impossible deadlines and my staff rises to the challenge every time. But this takes its toll on the group. Particularly because it is expected-the only “atta-boys” come from me because I know what it took to get us there. And I’m singing their praises every chance I get.

As marketing, we are a service organization to the company. There are 8 departments who must send everything through us to get it out the door. And everything has specific deadlines that are event driven. And everything we do is visible and questioned by the department heads.

How do I set and maintain realistic timelines. And how do I manage and track all of the jobs coming through?

In the 2 years I've been here, we've made improvements by forcing people to fill out job requests that give us all info necessary to complete a request - but can't get them to break the "I need this ASAP" cycle. We post all of our jobs on a tracking sheet in Excel that anyone can look at - and try to work with department heads to get them to give us what we need in time to execute it with all other jobs going on -- but I'm at a loss as how to get everyone to step in line and also realize that not every project is of equal priority. We almost always produce but I know we could raise the bar even higher if we weren't always putting out fires. I've made the career advancement from doer to in charge without the knowledge to protect my staff. Additional hiring is not an option.

Any suggestions from seasoned project managers, art directors or marketing execs? Any links to resources that would help? Thanks so much and sorry for the long post.
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RESPONSES

  • Posted bymgoodmanon Accepted
    What a great question! I suspect many/most of us have been there and dealt with a similar dilemma ... but I'll bet very few have actually come up with a real solution.

    Unfortunately (or maybe fortunately), you've trained your internal customers to expect the fast-turnaround, top-quality solutions that you're now wanting to restrict -- not because you don't want them happy with you, but because there is a systemic decline in quality thinking when you're rushing from fire-drill to fire-drill.

    One approach I've used in a similar situation is for YOU to meet with each of the department heads (one-on-one) and explain that you'd like to be able to plan resource requirements and need to understand their likely projects and timing with enough lead-time to make a thoughtful contribution. If you can get them invested in your goal, they might be able to help.

    It might also be nice if you can come up with an example of how you could have served them better if you'd had more time ... and explain that this is why you're meeting with them to better anticipate their needs.
  • Posted bymodzaon Accepted
    mgoodman's answer is excellent, and I too can empathize from my own similar experiences.

    I would add one specific tool recommendation: basecamp or zoho projects or a similar online, inexpensive (even free, depending on the number of people), project management system. A spreadsheet is confined to a desktop (usually), but an online system can be more visible--if staffers use the web regularly. It can often be set to send emails for status changes. Beyond that, I would use a whiteboard with a grid to track projects, and show people how many things are going on simultaneously and how many have simultaneous deadlines (marked in red, maybe).

    The other important thing to do is start tracking ROI, v isibly, and in a way easy for dept. heads to understand. ROI, of course, includes costs as well as revenue. So you can track hours (at some average of the salaries plus benefits, plus corporate overhead --otherwise known as profit, if you were an independent agency-- say 20%. Not higher, because you are getting services back from the company-- rent, etc.) But this way, you can probably show that some services you're providing are much more valuable to the company than others. (Of course you have to watch out for managers who will say their project has a low ROI only because you're not doing a good job. But if you are prepared for the defensive counterattacks, you can sink that one pretty easily.) Some sacred cows will no doubt be gored, so you may have to see if you can get buy-in from the very top and/or from the most powerful dept. heads first (sales, perhaps?).

    Anyway, once you can show different ROI, then you have a fact-based argument for lowering priorities for some things and raising it for others.

    One last thought: if you assign man/woman hours to tasks, then you can prepare a pie chart for each week that shows the total number of hours available: 4x45 (granting that you all will work overtime to get the job done) -- and then color in pieces of the pie as each project is added to your plate.

    Hope some of this helps!
  • Posted on Member
    Is there a human resource department in your organization or not? if no such......then you need to ask your employees to develop a excel sheet for the daily tasks/duties they perform. There is a need to update the sheet daily or priorities wise. Then after, you need to analyse employees task sheets along with department heads, so that, you identify and build JD's (Job Descriptions) for each perticual position you have in your department.
    In this way you better able to manage your department and employees also feel happy. By analysing jobs, you can better plan the duties/responsibilities of each employee and also find the need if any for new positions.
    Thanks
  • Posted bylathanson Accepted
    我为前期长度道歉,但你们15 +ars of experience, I have learned a lot! I, too, have been in this very spot in the past, and through experience have learned how to do serious multitasking to best utilize staff, vendors, talent, and other departments to help themselves.

    A few things I've come to accept: you will have to give up some level of autonomous control over some aspects of what you do. And you will never get everyone in line; different egos, different styles, different personailities all contribute to an organization, and everyone thinks they are the most important "whatever" at the company. So with these two things in mind, here is my shortlist:

    Plan, plan, plan, plan, plan. You have to take control, which means initiating those meetings with department heads on at least a monthly basis. (Since your office is small, it could be as easy as taking a walk with your pad and checking in with everyone. I do this at least once a week to stay ahead of the game.) If possible, ask to be included in Executive meetings to find out what big projects are on the horizon. This will give you a heads up for time-consuming "emergency" directives, and also gives you an opportunity to let everyone in the room know what you're doing. Execs tend to do tactical things last-minute, so if you can get the ball rolling ahead of time you'll be driving instead of trying to keep up. Since most of what you do is event-driven, acquire event schedules from everyone, then compile a master event list. This will allow you to see what the busiest times of the years are, enabling you to fill in less busy times with smaller projects, training, or organization.

    Streamline what you offer, and automate as much as possible. Create templates for repetative things (flyers, announcements, other creative items that perhaps only require date or venue changes) so the departments can take some of this stuff off your plate. You don't have to design everything in Illustrator or InDesign; using Word is not only accepatble but in an office setting sometimes more convenient. Use technology for database and list management.

    外包作为中央民族h as possible, using internal and external resources. Do you have a mailroom? Have them help with direct mail, mail merge, labels, etc. Develop excellent relationships with your vendors! Your printer can also help you with tasks that you couldn't imagine.

    Tell everyone, even the CEO, that there is a 2-week lead time on requests. Be firm, be consistent. There is no "ASAP", and there are no special favors. If you happen to delivery ahead of schedule, great, but set the expectation upfront that everything takes 2 weeks. Period. The Excel spreadsheet for open communication is a good idea, but I'd go a step further and move to a huge whiteboard hung where anyone can see it that shows your production schedule; what job, what department, what deadline. It puts a quantifyable and qualitative visual on the volume of requests you are dealing with.

    Lastly, build in some "rewards/recognition" money into your budget for your staff. Once a month, or at least once a quarter, treat everyone to lunch or happy hour as a "thank you". You can even invite the CEO, so there's a touchpoint in a more relaxed environment. It may give him/her the opportunity to give that "atta-boy" you guys truly deserve. End of the day, you keep your staff happy and give them praise, they'll keep doing an excellent job for you and create synergy to work as a team. It will alleviate alot of the tactical things you have to do and keep you in a more strategic position. This WILL get you praise, but more importantly down the road more staff and salary and position advancements.

    Good luck!
  • Posted bymktgcbbon Author
    Thanks for all of the thoughtful responses.

    To add some clarification. . .I have been in marketing for 16 years. Typically, there's been an art director to manage the design process. I'm struggling to manage the diverse projects in all aspects of marketing in a timely manner. I'm not looking for praise for myself but want to keep my staff from getting discouraged. I am part of the executive team -- not that that stops people from redirecting my staff on a moments notice if I'm not within earshot! Our tracking is in excel and available on the network for everyone to see. I know what tasks my staff does and we meet weekly to go through project status. My department is 15% of the total organization so there isn't much room to delegate outward.

    I guess what it boils down to is getting a handle on projects, creating a system where we don't accept all jobs just because they are requested. I don't want to stop my staff from helping people at their discretion - they're adults and professionals. But I somehow need to get people to understand that these "quick requests" quickly consume entire days when everyone submits one. Also, setting realistic timelines - 2 weeks might be fine for some things -- but items in queue and project complexity make a lot of difference.

    Do I need to just put my foot down and say all requests come from me and get on my people for spending time on anything that I don't specifically add to our plate?
  • Posted bylathanson Accepted
    From someone who started as a designer and has worked the opposite route of travel, YES, you do have to put your foot down!
    If you're in charge of the department, and you're in charge of your people, then you're in charge of how your departmental time and resources are allocated to assist the needs and wants of everyone else for the best outcome of the organizational goals. Your staff may be adults and professionals, but there's a reason departments have structure and assignments. If everyone just worked on what they wanted, you'd never get anything (or at least the right things) done.

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