Unlock Speed in Your Marketing Org: 3 Steps to Decision Velocity

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If your answer is a reluctant nod, you’re not alone. Many marketing organizations today are mired in slow decision-making due to siloed teams, excessive approvals, and unclear ownership of tasks. It’s no surprise that the once nimble marketing capabilities are now weighed down by cumbersome processes.

But it doesn't have to be this way. Today, we'll uncover strategies to transform your marketing structure for agility and effectiveness.

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How to Transform Your Marketing Org:

1: The Silo Problem

Traditional marketing structures have teams divided by function—Paid, Lifecycle, Brand, etc—creating barriers to collaboration and responsible decision-making. Consider this: when teams operate solely within their own lanes, what could they be missing?

Let’s put it into context. The Paid team may launch a successful campaign, but without input from Lifecycle marketers, the brand might miss opportunities for up-selling or retention. This misalignment results in poor trade-offs across channels, such as prioritizing customer acquisition over nurturing existing relationships. Each team rowing in their own direction could be slowing down the entire unit moving in one direction.

Making matters worse, teams often have conflicting objectives, leading to friction and confusion. An example of this dysfunction is when a Paid team focuses on immediate sales while the Brand team is trying to build long-term equity. The lack of coordination can result in confusion, alienating your audience instead of engaging them.

2: Embrace T-Shaped Marketers

So, how do we bridge the expertise gap created by these silos? Enter the concept of T-Shaped Marketers. A T-Shaped Marketer possesses deep expertise in one area while maintaining broad knowledge across related disciplines.

What does this look like in practice? For instance:

• A Paid Media Specialist should understand Conversion Rate Optimization (CRO) in order to clarify the customer journey.

• A Lifecycle Marketer ought to have insights into paid social, ensuring seamless integration of campaigns that keep customers engaged.

• A Content Marketer needs to grasp SEO and distribution strategies to amplify reach and effectiveness.

By investing in T-Shaped Marketers, you create better decision-makers and future leaders who can navigate the complexities of a multi-faceted marketing strategy. Encouraging cross-training, where team members learn aspects of other disciplines, can lead to a more cohesive and agile team dynamic.

3: Building Cross-Functional Pods

Now, let’s talk about the formula for success: Pods over Silos. Instead of maintaining isolated departments, organizing cross-functional pods aligned to specific business goals can significantly enhance both speed and accountability.

Here are two examples of effective pods in action:

• “New Customer Growth” Pod: This cross-team collaboration includes members from Paid, Content, Lifecycle, and an Analyst to strategize a holistic customer acquisition plan. Without waiting for approval from disjointed teams, this pod can launch campaigns quickly and optimize on the fly.

• “Retention & Expansion” Pod: This includes Email Marketing, Community Managers, CRO Experts, and Product Marketers focused on nurturing and upselling current customers. By owning their results, these teams can innovate without the bureaucratic red tape.

These pods own their KPIs from start to finish, effectively eliminating delays often caused by departmental handoffs and unnecessary approvals. This autonomy enables faster execution and agile responses to data and market feedback.

4: Make Decisions Faster

“Don’t let perfect be the enemy of good”

Speed is of the essence in today’s fast-paced marketing environment, and that’s where decision velocity comes into play. Why is it important? Brands that optimize decision velocity can outmaneuver competitors who are still held back by traditional hierarchies.

Here are actionable tips for leaders looking to enhance decision velocity:

• Set guardrails, not bottlenecks. Establish boundaries for teams to operate freely while ensuring accountability.

• Favor action over perfection. It’s better to launch a campaign and iterate based on real feedback than to wait for a flawless execution. Remember: Done is better than perfect!

• Launch tests within CAC/LTV limits immediately. If your tests stay within acceptable cost parameters, don’t hesitate to get them off the ground. The faster you respond to insights, the quicker you can adapt your strategies.

To illustrate, a brand that launched an AB test on a new ad creative within their CAC limits found that it dramatically underperformed. By iterating quickly based on engagement metrics, they adjusted spend, optimizing performance swiftly.

Final Thoughts:

Structuring your marketing organization for speed requires embracing cross-functional teams (pods), developing T-Shaped Marketers, and fostering a culture centered around decision velocity. Implement these strategies today to not only keep pace with the market but to excel in it.

Are you ready to transform your marketing approach? If speed isn't already part of your marketing team's DNA, now is the time to make it a priority.

Cheers,

The Behind the CMO Team

Together, we’ll build marketing teams that scale. 🚀