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更好的协作并不意味着协作会议

这个帖子是由Trinityp3 的创始人达伦·伍利创作的。 凭借他作为分析科学家和创造性问题解决者的背景, 达伦为营销过程带来了独特的见解和经验分享。 他被认为是机构薪酬、搜索和选择以及关系优化方面的全球思想领袖。

这是一系列一分钟视频中的下一个, 这些视频解决了当今营销、媒体和广告面临的诸多复杂挑战之一。 黄金分钟系列是试图证明阿尔伯特·爱因斯坦正确的, 他说: “天才的定义是把复杂的东西, 让它变得简单”。

但他也表示, “一切都应该尽可能简单, 但不要简单”。 所以我们会让你来判断。 如果您希望我们在黄金分钟中覆盖某个主题, 请在此告诉我们。

在一个复杂的世界里,我们都知道合作很重要。 但是,为什么这么多人认为合作意味着组织更多的会议? 已经有太多的会议了。 合作不仅仅是参加会议。

背对背会议

几乎每天都有,在与一位资深营销人员会面时,他们冲进会场,为迟到道歉,因为上次会议已经过去。 即使已经是早上,他们已经很晚了,有一个会议,他们需要匆匆去,因为他们有背靠背的会议,每天一整天。

When you ask when they get their ‘work’ done most answer at night or the weekends.

Anton Buchner noticed this happening more and more often and in the middle of last year shared an infographic by Oisín Grogan, The $200 Million Business Coach . With all of the meetings marketers seem to have to attend each day the last thing anyone needs would be more meetings.

But this is often what happens when marketers ask their agencies and their team to collaborate more. So when did collaboration become synonymous with meetings?

More agencies means more meetings

One of the issues is the fact that as marketing has embraced more channels and more consumer touchpoints there has been a corresponding increase in the number of specialist marketing companies / agencies involved in managing these.

While marketers will often wonder why they do not have one agency, instead of the four, five or six they find themselves working with, the fact is even if there was one agency there would still be teams within that agency that would need to be managed.

The point is that with multiple teams working together the communication channels between those teams become complex and therefore to try and control the flow of information people love to set up meetings.

Even working in an agile working environment, many will have their daily stand-up meeting to share information and report progress to all of the teams and stakeholders involved in the project.

Collaboration is different to cooperation and coordination

When you ask your agencies to collaborate, believe it or not there are in some ways several levels of collaboration, each with their own particular demands and outcomes. Often in frustration of having to manage multiple agencies, marketers resort to the demand that the agencies collaborate, but in actual fact you could ask them to co-operate with each other or even just co-ordinate on a project.

Collaboration is difficult to manage between agencies all competing for a larger slice of your marketing-budget pie. Time and again we have seen marketers create a roster or ‘village’ of agencies and then just expect them to collaborate, only to have in-fighting, dysfunction and underperformance.

But there are very specific steps that marketers need to take, beyond demanding it, to create an environment of collaboration, or even co-operation and co-ordination between their agencies.

Technology can help facilitate collaboration if you have time

Increasingly technology platforms are offering collaboration solutions to allow groups of people to work together. These platforms can range from simple group communications tools through to complete workflow solutions, many specifically built for marketing, advertising and media processes.

The promise of the sales people is high, but it still requires a strategy and a management process to ensure this promise is delivered.

我们工作的关键领域之一是帮助客户优化其技术平台的性能。 最近,我们被要求帮助一家公司选择一个新的工作流管理系统,因为现有的工作流管理系统不起作用,他们希望在 3 年后更换它。

问题不是平台,尽管它确实有一些限制。 问题是,很少有人真正使用它,而是开发了自己的解决方法,仅仅是因为他们不知道平台。

你和你的机构合作了多少?

可能是您的机构正在相互协作,问题是它们根本不与您和您的营销团队协作? 或者,您可能还需要在代理名册和营销的其他领域鼓励一些协作。

但是,您如何衡量协作? 毕竟,如果你不能衡量它,你怎么能管理它?

自2007年以来,我们一直在使用我们开发的一个在线工具,称为Evalu8ing。 它是一个基于云的平台,使我们的客户能够衡量、管理和最大化团队之间的协作、一致性、参与度和性能。

这些可能是在您的组织内工作的团队,或者您的营销团队与 的代理和供应商团队合作。 它使您能够快速确定团队在哪些方面能够高效协作地协同工作,哪些方面没有协作。

如果您努力增加协作,从而召开更多这样的会议,那么我们有一些解决方案来增强协作、参与度和一致性,并最终提高生产效率和性能。

黄金分钟脚本

您的协作工作是这样的吗?

(电话会议组织者向满屋子里的人宣布)

我要感谢大家今天开会。

如你所知,我们已经确定我们的营销团队和机构没有像我们所希望的那样合作。

因此,我们决定改善协作。

为了实现这一目标,我们决定每周与每个人举行一次协作会议。

这是每个人聚在一起的机会。

每周 和协作。

因此,如果每个人都在船上,让我们开始合作。

(每个人都觉得无聊和不舒服)

或者我们可以做一些完全不同的事情。

有什么想法吗? 你好? 有吗?

协作不是关于更多的会议。

这是关于参与、沟通和一致性。

如果您需要一些关于如何鼓励协作的新想法,请告诉我们。

我们的关系绩效评估服务可衡量营销团队机构之间的协作和一致性, 以最大限度地提高您的协作产出。 点击此处了解更多

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Darren is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Founder & Global CEO of TrinityP3 - Marketing Management Consultants, founding member of the Marketing FIRST Forum and Author. He is also a Past-Chair of the Australian Marketing Institute, Ex-Medical Scientist and Ex-Creative Director. And in his spare time he sleeps. Darren's Bio Here Email: darren@trinityp3.com

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