Connect with us

MARKETING

Closing your team’s technical gap without hiring

Published

on

Closing your team's technical gap without hiring

It’s no comfort knowing you’re not the only one having trouble finding tech talent. Demand is high, supply is low. And everyone has teams and projects stuck in limbo.

What would be comforting is a solution. Well, here you go.

I’ve helped many marketing teams close the gap in their technical capabilities without writing a single job description. The reality is you have many more options than you can envision right now. All you need to do is expand your frame.

Expand Your Frame

When making a decision, framing helps you focus on the proper outcomes. The hard part may be setting the frame to the right size. Make it too small and you miss big chunks of the panorama. Too large and you lose the details. 

It’s also a fantastic way to think more strategically. While others are getting up in tactics, e.g., hiring, you can think of the outcome you’re hoping to achieve and determine the fastest way to get there. 


Get the daily newsletter digital marketers rely on.

Advertisement


The frame here is not that you need to hire someone, it’s that you need a certain set of tasks completed. Instead of hiring you should consider two other options: automation, i.e. no-code, and adjusting your team’s priorities. Looked at that way, you may already have all the skills you need.

No-Code & the New Engineers

The rise of no-code software tools is one of the most significant developments in the marketing world. No-code tools are meant to be used by non-technical folks. They have drag-and-drop interfaces and tend to be highly user-friendly. Examples include Zapier, Tray.io, and countless others.

A huge problem for marketing teams is their technology is too complex. Doing anything significant means getting an engineer. Even sending emails requires technical help. With multiple no-code options in every category, there’s no need for this.

Instead of hiring someone to support marketing automation, find a software solution anyone can use. In practical terms, it means avoiding options like Salesforce, which requires in-house expertise, hundreds of pages of documentation and the proper alignment of the moon to make it work. Other solutions are drastically easier to use, though they may have less functionality. 

I tell my clients to prioritize the ability to connect their tools rather than just their raw capabilities. You may have the best email marketing solution, but it’s not as valuable if you can’t easily export data to a CRM. Be biased towards no-code, and you can avoid hiring.

I recently helped clients connect their Hubspot, Google Sheets, and a website using only no-code tools like Zapier. We were able to get everything done in a matter of weeks with no involvement from their engineers. In addition, the marketing team could send better-targeted emails and measure their performance better. All they needed were the right tools.

Advertisement

Adjust Your Priorities

Think over how your team spent their time over the past week. Were they working on the highest impact tasks? Unfortunately, there’s a good chance the answer is no. It’s easy to fall prey to “busy work” or get stuck doing jobs that should be automated.

Bill Gates once said there’s no point hiring someone to do an inefficient process. You’re just scaling bad habits. Instead, clean up your processes before adding more bodies. You may discover plenty of time to research software tools and tackle new tasks.

Read next: Broaden your marketing ops talent perspective

The fastest way to adjust your priorities is to run a time audit of your team. Ask each member to record how they spent their time over an average week. You can then work with them to figure out how to remove tasks from their plates. Low-hanging fruit includes manual input, work that no one sees or failure work—where tasks are redone multiple times. 

After running an audit for one team we found they spent way more time cleaning up data rather than using it. We figured out what was causing the errors and duplication, solving them through formulas and other measures. They were able to shift around 20 hours to other tasks. Many teams have similar hidden opportunities.

Digital-First Means Being Lean

Being digitally savvy isn’t about hiring as many people as possible. Digital channels offer the ability to be lean as you scale. Think of influencers who run channels with millions of views out of their parent’s basement. They have a lean but effective production. Years ago, the Instagram team had less than 100 people before being acquired by Facebook.

As you shift into digital, you have the opportunity to restructure your marketing teams and take advantage of trends like no-code. The first step is to expand your frame. After that, you might see more opportunities.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

Advertisement

About The Author

Ruben Ugarte is the global expert in Decisions, Strategy, and Data and author of the Data Mirage and Bulletproof Decisions. He helps executives at the most innovative medium and large enterprises find their hidden treasures and use them to dramatically boost performance, increase profitability, and make their teams world-class. He has done this across five continents and in three languages. His ideas have helped hundreds of thousands of people make better decisions.

Advertisement

Source link

MARKETING

Only 38% of marketers very confident in their customer data and analytics systems

Published

on

Only 38% of marketers very confident in their customer data and analytics systems

Only 38% of marketers globally are very confident in their data, analytics and insight systems, according to a new report from The CMO Council. And, while 91% say direct access to customer data is a critical competitive advantage, only 11% say that data is readily accessible to them. 

Read next: Only 11% of CMOs say they have achieved digital transformation goals

North American marketers. Most of these numbers are global ones, but the ones specifically from North American marketers are not good. Only 28% say they are very confident in their data systems to win and retain customers. Compare that with Europe where 61% answered yes to this. Just 6% of North American respondents said they have high access to customer data vs. 20% of Europeans. On the issue of being able to move quickly from data to action, it is 8% from our side of the Atlantic versus 36% from theirs. And Europeans have a lot more faith in their systems: 46% say they’re confident the martech they have can adapt to future needs versus 20% in the U.S. and Canada.

Source: CMO Council’s High Velocity Data Report.
Used with permission.

Barriers to data access. Nearly three-quarters (73%) said not having the right tools prevents them from getting the data they need. The lack of proper data management processes was cited by 60% of respondents. Next up, both with 41%: Data control being elsewhere in the organization and the data not being available in real time.

Can’t get the most from their data. The biggest things preventing marketers from maximizing the data they already have? Some 55% said a lack of systems connecting data silos and making it easy to access. The talent shortage is No. 2 on the list, cited by 52% of respondents. Next on the list at 44% was not having the money to improve data systems.

Why we care. Good data is gold, bad data isn’t just useless – it can lead to very big mistakes in planning, allocation and all the other parts of marketing. So why can’t marketing departments get the data they need? This study implies it’s because they are failing to convince their own organizations about what they need. This is understandable. Convincing a customer is comparatively easy: They aren’t competing with you for resources and to move up the career ladder. So maybe it’s time to put together a campaign around the needs of the marketing department.


Get the daily newsletter digital marketers rely on.

Advertisement



About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

Advertisement

Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

Entireweb
en_USEnglish