Maximizing Efficiency in Small Marketing Teams | E45

Running a small marketing team can feel like juggling flaming swords while riding a unicycle. Limited resources, tight budgets, and the constant pressure to perform make efficiency not just a nice-to-have, but a necessity. In the latest episode of the Blame It On Marketing podcast, Ashley McGovern and Melissa Moody teamed up to share their insights on how small marketing teams can thrive despite the challenges.

Embrace the Two Pizza Rule

Melissa kicked things off by explaining the inspiration behind the Two Pizza Rule, a concept borrowed from Amazon's Jeff Bezos. The idea is simple: the most agile and effective teams are small enough that two pizzas can feed everyone. This ensures that meetings are efficient and teams remain nimble.

“The most agile, effective team meetings are one small enough to only need two pizzas for the meeting.” – Melissa Moody

For small marketing teams, this means having fewer people to coordinate with, which can lead to faster decision-making and execution.

Focus on Additive Work

One of the key takeaways from the discussion was the importance of focusing on work that adds value, even if it sometimes results in failure. Melissa shared her strategy of evaluating tasks based on whether they bring the team closer to their goals or contribute to career growth.

“Am I working on something now that is, in the case of business, additive to the eventual goal... even if it fails, it still has value.” – Melissa Moody

This mindset helps marketers stay motivated and ensures that every task undertaken has a purpose.

Implement Robust Systems and Processes

Ashley highlighted the significance of having the right systems and processes in place. Tools like Grammarly, Canva, Descript, Asana, HubSpot, and Salesforce can streamline operations, making the team more efficient.

She emphasized the need for Standard Operating Procedures (SOPs), especially when transitioning from a corporate environment to a startup where such structures might not be in place.

“Figuring out your processes can allow for being an efficient small team marketer.” – Ashley McGovern

By establishing clear SOPs, small teams can navigate their responsibilities more effectively, reducing confusion and increasing productivity.

Clear Communication and Agreements

Effective communication is the backbone of any successful team, but it's even more critical in small teams where roles often overlap. Ashley discussed the importance of making clear agreements to avoid misunderstandings.

“Getting those agreements in place means you don't have to infer or guess if somebody did what they were supposed to do.” – Ashley McGovern

Whether it's delegating tasks or setting deadlines, having explicit agreements ensures that everyone is on the same page and can focus on their core responsibilities without unnecessary interruptions.

Managing Senior Leadership Relationships

Another significant topic was how small marketing teams can effectively manage relationships with CEOs and senior leadership. Melissa suggested that senior leaders should be transparent about company goals and actively participate in marketing initiatives.

“Be transparent with the actual goal. Don’t just say, it’s always revenue because it’s not always revenue.” – Melissa Moody

Ashley added that aligning marketing goals with broader business objectives helps in justifying marketing strategies and ensures that the team’s efforts are recognized and supported by leadership.

Create and Maintain a Marketing Roadmap

Having a clear marketing roadmap is crucial for keeping the team focused and aligned with company objectives. Emma shared her experience of setting up a marketing roadmap similar to the product roadmap to keep everyone informed about ongoing and future projects.

“This is the marketing roadmap. What you’ve asked for is not on the roadmap. We’re gonna put it in the dump list down the end or the ideas list but this is the roadmap.” – Emma

This approach not only helps in prioritizing tasks but also provides a transparent view of the team’s workload, making it easier to manage expectations both internally and externally.

Support from Senior Leadership

For senior leaders listening in, Melissa offered valuable advice on how to support small marketing teams effectively:

• Include Marketing in Business Discussions: Ensure that marketers are fully aware of the business goals and how their efforts contribute to them.
• Provide Clear Metrics: Focus on revenue-driven goals or other key performance indicators that align with the company’s current stage.
• Encourage Creativity: Allow marketing teams the freedom to explore creative ideas and support them in executing these initiatives.
• Foster Transparency: Be honest about company goals and changes to ensure that marketing efforts are always aligned with the bigger picture.

“Be the leader who cares about marketing, be the leader who’s out there social selling.” – Melissa Moody

By taking these steps, senior leaders can create an environment where small marketing teams feel valued, supported, and empowered to perform at their best.

Final Thoughts

Efficiency in small marketing teams isn't just about working harder—it's about working smarter. By embracing small team dynamics, focusing on additive work, implementing robust systems, ensuring clear communication, and fostering strong relationships with leadership, small marketing teams can achieve remarkable results.

As Ashley aptly put it, “I’m very lucky that I’m busy and that I’m solving interesting problems with great people.” Indeed, with the right strategies in place, small teams can navigate the complexities of marketing with agility and confidence.