Marketing is hard. I am not going to dispute that. Marketing is always moving at 100 mph, you have a million different things on your plate, and everyone outside of marketing is coming to you to “make things look pretty”. This being said, stop making marketing harder on yourself. Andy Jolls, CMO at FastSpring, Advisor at CloudZero and Mission, talks about ways to make your job in marketing easier on the Real Marketers Podcast.
Stop Creating, Start Modeling
This is a PSA for all marketers: you don’t always have to be creating new things. I know that sounds counterintuitive but it’s true. It is okay to model your work after something else, especially if that something else is already proven to work. You don’t have to constantly be creating new marketing tactics, that is exhausting. Instead, look at brands that are similar to you, see what works well for them, and put your own spin on it to make it work well for you. Save your creative energy for when you really need it. And after all, imitation is the best form of flattery.
Outsource the Bottom 10 Percent of Your Job
Andy’s second tip, and one of his requirements for his entire team, is to outsource the bottom 10 percent of your job. So what does this really mean? Basically, deciding if you need to do a task or if it wouldn’t make a difference if you delegated it to someone else. It doesn’t matter if it is something you have always done since starting your job. If the outcome of the task wouldn’t change if someone else did it, it’s okay to let someone else take that over., if you start outsourcing the bottom 10 percent of your job, you can add on more to the top 10 percent of your job. This way you can spend more energy on your big goals and the things that will move the company forward and also move you forward in your career.
Listen to Sales
Sales and marketing are frequently lumped together in one category, which makes sense because they work hand-in-hand in bringing in revenue to the company. However, this doesn’t mean that sales and marketing are one-in-the-same. The way those in sales and those in marketing look at the customer journey is often very different. One way this can be resolved is by Marketers actually listening to Sales calls. This is very different from Marketers just listening to Sales talk about their calls. If Marketers actually understand what the customers are saying it will help Sales and Marketing better align, and benefit the company overall.
These are 3 simple ways that you can start to make marketing easier, and there are many, many more solutions out there. If you want more advice from Andy on how he helps his team stay aligned and stay focused on their goals, you can listen to the full Real Marketers episode here.