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。
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。
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。
有什么想法吗? 你好？ 有吗?
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