The day-to-day life of a marketing professional is often complicated. It is composed of a large volume of tasks and usually from different areas. Each day is different from the previous one, it is an exciting job! But sometimes so much variety and volume can be counterproductive.
Let me explain myself beginning at the beginning.
Why do we do marketing?
The answer that many of you can have in your head is: “to sell the company’s products”.
And partly you are right, but only partly. The correct answer would be to add value to the company or switzerland email database, in other words, to help you achieve your business objectives. And as you can imagine, companies do not just need to sell more.
To sell more you have to do many things more than sell and companies have other needs in which marketing can play an important role.
A good guide to help us prioritize our marketing activity is to start with the Business Model Canvas, which is a simple way to represent the most important variables for the business and therefore, those that should guide the objectives of the marketing strategy.
This is the theory, but what happens in the day to day of a marketing department?
We have more work than we are capable of assimilating
Normally, the daily workload of a marketing department is above the actual capacity of the people who compose it. They have more work than they are capable of.
To this we add a changing environment that makes new tasks urgent and / or important, that disorganize daily activity and change priorities.
In this scenario, it is more than normal for the reference to lose sight of what the objectives are. We stop being able to differentiate the important from the urgent.
Good marketing is to add value to the business, not to do many things.
Add to this the years of filming the department in which repetitive tasks are established that have not been analyzed for some time if they are necessary or not, and we have the reality of many of the marketing departments.
We work hard, but do we provide all the value we should?
This leads to many hours of work, without asking too many questions about whether or not these things should be done. It seems that the approach is: “There is a lot of work to be done and we have to take it out anyway”.
Going back to the beginning of the article, we must start by having as reference the business model and its objectives to be able to filter and correctly prioritize the tasks.
How to prioritize tasks so as not to lose the reference of business objectives
When we think about these things, we usually think: “It’s true. I should revise my way of working. ” But the reality is that after a few hours we have forgotten this approach and we have been carried away by the daily activity. We are where we were before.
So what can you do to work better? Or rather, how not to lose the reference of business objectives?
I recognize that it is not easy, but here are the tips that I apply in my work:
Decisions based on data: the inertia of daily activity and preconceptions are our worst enemies. That is why it is essential that you have a marketing dashboard that allows us to have a global and up-to-date view of the company’s activity (and also compared with the objectives set).
Convert the strategy into a work tool: we must extract the main documents of the marketing strategy: business model, buyer person, value proposal, etc., print them, put them in well visible places and keep them in mind for each action.
Hold weekly or biweekly meetings to correct deviations.
Define a personal work dynamic that forces you to reflect on it every day. In my case I start the day thinking about each of the important areas of marketing and reviewing the dashboard. For this I have a recurring task in my productivity tool (which I synchronize with the calendar). In this way, I have the obligation to do it every day. The perfect thing is to do it at the beginning of the day, but if it is not possible at least before it ends.