4 Marketing Productivity Hacks from Workfront’s Mike Riding #DSMPLS


Mike Riding of Workfront at Digital Summit Minneapolis

Does work observe you residence?  When was the final time you had a piece week that was really 40 hours? 

Marketers usually really feel pressed for time and overworked. In reality, in response to latest Workfront analysis:

  • 64% say they’re being requested to provide you with new methods of working
  • 58% are so swamped, they don’t have time to assume past their every day duties
  • 56% they’re utterly overwhelmed. 

Mike Riding, Workfront’s Director of Digital Marketing, got here to Digital Summit Minneapolis with the only purpose of serving to entrepreneurs get extra work performed. While organizations usually flip to know-how to resolve the productiveness downside, Mike provided 4 actionable, process-driven methods entrepreneurs can modernize their work and turn out to be extra productive. 

Read on to find Mike’s work world the place entrepreneurs don’t simply put out fires and juggle final minute duties. Sounds fairly nice, proper?

4 Fast, Easy Ways to Boost Marketing Productivity

1. Provide the Right Structure 

According to Mike, there are two colleges of thought in relation to construction and course of. You both assume:

  1. Process kills creativity and innovation.
  2. A lack of course of kills creativity and innovation.

Which college of thought do you fall into?

Do you assume processes complicate work, create too many steps, and are irrelevant to the duty at-hand? Or, do you assume a scarcity of course of results in juggling no matter is thrown your approach and leaves you questioning what the subsequent step is?

If you picked one over the opposite, you’re within the mistaken camp. Mike defined: “You have to have a stability between the 2. Too a lot course of and too little course of are each problematic. Just sufficient course of unlocks creativity and innovation.”

Too a lot course of and too little course of are each problematic. Just sufficient course of unlocks creativity and innovation. @Michael_Riding #DSMPLS Click To Tweet

To see what number of processes your personal group leverages, Mike suggests rigorously inspecting your workflow, understanding it, and slowly enhancing it over time. This step also needs to embrace documentation. “You’ll only get to this point if you have the discipline to sit down and write your processes out,” he mentioned.

With documented processes, you’ll be able to simply template them and make small, iterative modifications that considerably enhance how you’re employed.

2. Make Collaboration Easier

“Why do we have meetings?” was a query Mike posed half-way by means of his presentation.

“To crush our souls!” one enthusiastic attendee shouted again. 

In actuality, conferences exist for 5 causes:

  1. Give info
  2. Get info 
  3. Develop concepts
  4. Make choices
  5. Create heat, magical human contact

Marketing isn’t a one-person job. Even for those who’re the only marketer in your group, you continue to have to work intently with gross sales, service, and different groups throughout the group to do high quality work, on time. These relationships inside your personal division, and with others, have to have straightforward collaboration between them. And conferences are a good way of bringing these events collectively for sharing, brainstorming, alignment, and extra. 

But 62% of staff say conferences are the No. 1 factor that will get in the best way of labor. We aren’t making use of our time collectively. 

To make conferences depend, Mike suggests making goals and agendas clear and upfront within the assembly invite itself. He additionally asks entrepreneurs to be higher about not assembly. Shave your assembly occasions from 60 minutes to 30 minutes. Decline invited for conferences that don’t have an agenda. Stack your conferences back-to-back so there aren’t odd, unproductive gaps between them. And, lastly, block out time for actual work:

“I love teams that say, ‘Every Thursday we’re going to be at home,’” he shared. “It’s hands-off time so they can get important work done and not be disturbed.”

three. Streamline Review and Approvals

If there was one level in Mike’s discuss that had me shouting “Hallelujah!”, it was when he proclaimed: “Trim the approval chain!”

As Mike identified from Workfront’s State of Work Report:

  • 60% of entrepreneurs undergo 5 or extra rounds of assessment
  • 14% of entrepreneurs endure 10 or extra rounds

That’s an insane variety of revisions and an enormous time suck. There’s a motive why he selected the phrase “endure”: over 10 rounds of edits is torture.

“What this tells me is that ‘We don’t have the structure to give the stamp of approval.’” he mentioned. “It’s a Merry-Go-Round effect.”

How do you get off the Merry-Go-Round journey? 

“Proof in one place and document the process. It creates an audit chain where you can see where the product has been and how it got into the state it’s in now,” Mike recommended. 

With a transparent audit chain and proof historical past, you’ll be able to see the place frequent bottlenecks are and the place optimizations may be made. 

4. Measure What Matters

Just like measurement is necessary in your campaigns, it’s equally as necessary in your work. But how do you measure one thing as broad and all-encompassing as work? 

Luckily, Mike shared 5 Work Performance Indicators (WPIs) that can make it easier to get began: 

  1. Mix
  2. Capacity
  3. Velocity
  4. Quality
  5. Engagement

Mix is the kind of work that you simply’re doing. Are you doing upkeep work that retains the engine working? Or, are you doing development work that creates new alternatives? Know your present combine and your splendid combine so you can also make room for the kind of work you wish to deal with.

Capacity is the quantity of labor your crew can carry out. Are you working over capability or beneath? Knowing this measurement will make it easier to decide for those who can tackle extra work and when.

Velocity is the pace at which you’ll be able to full the work. This measurement is extraordinarily useful for anticipating the time wanted to finish initiatives. 

Quality is the way you (and others) really feel concerning the work that’s being accomplished. Are your shoppers pleased with the completed product? Is the crew pleased with what they’ve achieved?

Engagement is a measurement of how engaged your staff are with the work. People do their finest work then they perceive their position, consider their position issues, and are pleased with what they do. To ensure your crew needs to get the work performed, it is advisable measure their stage of engagement within the work that they do.

With these 5 WPIs tracked, you’ll get higher perception into what you are able to do and how you are able to do it higher.

Workin’ 9 to five

Preach, Dolly. And with Mike’s ideas from the flooring of Digital Summit Minneapolis, possibly we’re not up to now off from that 9 to five dream. It simply takes the correct amount of course of, simpler collaboration, streamlined approvals, and measurement to get there. 

For extra advertising and marketing tips and ideas, keep tuned right here for updates from Digital Summit Minneapolis (#DSMPLS). For real-time insights, observe @annieleuman, @azeckman, @dfriez, and @ElizabethW1057 on Twitter.



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