The Best Way To Get Multiple Teams To Use CoSchedule

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The Best Way To Get Multiple Teams To Use CoSchedule 71

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Even if you’re the boss, making big changes still probably isn’t easy.

Anytime the status quo gets challenged, humans tend to resist. And this problem is even more acute when you’re leading change among peer teams.

Either way, if you’re adopting CoSchedule as your new marketing management platform, I’ll share some key moves you can make. They will make your transition more efficient, effective, and even exciting…

…yep, you read that right. You can actually get your team excited about change with a few magical tactics 🔮

This post is for you if you’d like to learn how to:

  • Prepare for resistance to change to get quick team buy in.
  • Align CoSchedule with *real* problems that need solved.
  • Cast a clear vision of what “new” looks like to reduce anxiety and switching costs.

And away we go…

Get Your Teams On Board With CoSchedule By Preparing For Resistance

People resist change because we generally perceive it as discomfort. And we run from discomfort as fast as we can.

(As long as it’s not too uncomfortable to run 🏃‍♀️)

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Psychologist Ralph Ryback explains it this way:

“Inertia, or ‘a tendency to do nothing or to remain unchanged,’ is at the headwinds of any change that we make in our lives.”

This makes your job even tougher. Because not only does your team need to change… You’re likely leading multiple teams to change!

The force you’re fighting is called change aversion:

“Change aversion is the negative short-term reaction to changes in a product or service.”

You have to overcome the reality of change aversion. This is our natural inclination to resist change…

…and even to reject a new solution as “bad” because it’s “different.”

You have to fight this in your team — and even in yourself.

Create A Sense Of Urgency

First, create a sense of urgency by outlining a specific goal.

At CoSchedule, we like using the SMART goal framework. It’s simple and works well.

SMART stands for specific, measurable, aspirational, realistic, and time-bound:

  • Specific: Your goal must focus on one clearly defined metric.
  • Measurable: You must have a way to measure the content you publish against that metric.
  • Aspirational: Your goal must push you beyond the results your content will naturally or organically generate toward that metric.
  • Realistic: In the same breath, keep your aspiration in check with what you can reasonably complete with the resources that are (or will be) available to you.
  • Time-bound: Your goal must have an end date upon which you will achieve that metric.

If we were doing this at CoSchedule, it may look something like this:

By December 31, 2018, the CoSchedule marketing team will reach 6,000 marketing-qualified leads every month.

In short, the template looks like this:

By {insert day, month, year}, the {insert your organization’s name} marketing team will reach {insert number} {insert metric} every {insert time frame}.

Now here’s a secret…

…your goal shouldn’t be to adopt CoSchedule.

Instead, it should be something that is:

  1. Important to each of your teams (like ours is),
  2. Made easier or more attainable by using CoSchedule.

So you’ll actually position CoSchedule as a vehicle for nailing this shared goal.

There are many levers to pull to increase urgency in accomplishing it…

…but the most powerful is loss aversion.

So we’re going to flip the script and use another “aversion” in our favor.

Research shows:

For human beings “losses loom larger than gains…and the pain of losing is psychologically about twice as powerful as the pleasure of gaining.” (Kahneman & Tversky, 1979)

Simply put, people prefer to avoid loss rather than acquiring equivalent gains.

For example, what’s more motivating to you…

💸 Not losing $50 you have?

💸 Or gaining $50 you don’t have?

Psychologically, we work harder to avoid loss than to make gains.

This is the first lever you can pull to create a sense of urgency. Ask yourself:

What will we lose if we don’t meet [goal] by [specific date]?

The bigger the goal, the more you have to lose by not hitting it.

Align CoSchedule As The Solution To Solving Real Problems

Next, align CoSchedule as the solution your teams need to solve.

You’ve heard of the famous Problem – Agitation – Solution (PAS) copywriting framework, right?

  1. Articulate your audience’s problem…
  2. Rub salt in the wound…
  3. Position your product as the solution to their pain…

And abracadabra — conversions for days!

That’s right. You’re going to market change to marketers.

To do this, you can steal a page from customer messaging platform Intercom’s playbook, who recently revamped the design of their product’s inbox.

This is a big deal, because it’s a place their customers spend tons of time in. And while the new UI is *amazing*, it’s still different.

So their team got smart and sped ahead of the change aversion they knew was coming.

Don’t Fix What Ain’t Broke?

One of the chief complaints change resistors levy is:

“Don’t fix something that’s not broken!”

Your team already has processes. Other teams have workflows they’re comfortable with (and have maybe used for years).

So, how do you convince multiple teams it’s time to change and embrace CoSchedule?

If you take the PAS approach, you’ll avoid this issue altogether.

You aren’t changing for change’s sake. You’re changing for growth’s sake.

Colossal difference, here.

Start With The Problem

Start by presenting the problem CoSchedule will solve along with the harm it’s causing.

Outline the problem as specifically as you can:

“Right now, we’re using six different tools to manage our marketing. Email threads are our source of truth. Because of the constant shuffle, details are getting lost, we’re dropping balls, and not hitting deadlines.”

Outline Your Solution

Propose your solution, address the cost of switching, and focus on the benefits:

“If we consolidate our tools and work from one source of truth, these problems will evaporate. We each lead talented, competent teams. So it’s a simple thing to give them a better way to do their jobs. Yes, this will mean adapting our workflows to a fresh way of doing things. And it will mean a new way of collaboration among our teams. But the gain in productivity and organization will pay dividends in results, reduce stress, and improve communication.”

By focusing on the problem, the big switch to CoSchedule isn’t the focal point. Even better, it becomes a path to decreasing discomfort!

(…but more on that point in a minute.)

This keeps the conversation focused on, “How do we solve this real problem.”

Script The New Actions The Change Requires To Get Team Buy In

Last, I want to share an incredible insight from one of my favorite books on change. Chip and Dan Heath’s book, Switch: How To Change Things When Change Is Hard, outlines a method for getting ultra-specific about what “new” and “better” look like.

The idiom “analysis paralysis” turns out to be a real thing.

It even happens to legends like LeBron James.

When people are presented with too many options, we get stuck.

Analysis Paralysis Is A Real Thing

As the book Switch recounts, this even happens to doctors…

Once upon a time, a medical doc and a psychologist created a test to see how well doctors make decisions.

Two similar groups were asked to make a call on the same case.

The only difference was that Group A made a choice between two options, while Group B had three.

Here was the case:

The patient was an older gentleman with hip problems.

Group A had to choose between hip-replacement surgery or a simple medication that hadn’t yet been tried.

About half of the doctors from Group A chose the non-surgical path. Which makes tons of sense, right?

Group B had the same choice. Except instead of one non-surgical option, there were two.

That’s it. That was the only variable.

These doctors had to between surgery, medication A, or medication B…

At first blush, two non-surgical options seem even better than one, right? There are more, non-invasive levers to pull.

However…

…only 28% of Group B docs opted for the non-surgical option.

^^^ This is analysis paralysis at work.

How To Overcome The Curse Of Analysis Paralysis While Adopting CoSchedule

This phenomenon plagues world-class athletes and doctors alike. Since we live in the real world, this is absolutely a force we all have to deal with.

The authors of the book call this process “scripting the critical moves,” explaining:

Change begins at the level of individual decisions and behaviors, but that’s a hard place to start because that’s where the friction is. Inertia and decision paralysis will conspire to keep people doing things the old way. To spark movement in a new direction, you need to provide crystal-clear guidance.

Now, you can’t (and shouldn’t) script out people’s every action. But you can help them with frameworks for taking the right actions at the critical moments.

Here’s a perfect example for those who want to adopt CoSchedule (and you probably do, too).

How To Script The Critical Action In Marketing

Marketing teams adopt CoSchedule to organize and run all of their marketing in one place…

They want a single version of truth.

The problem is makeshift marketing.

It’s the overwhelming tide of tools and spreadsheets we use to keep everything organized.

The modern marketing toolset literally rails against keeping on the same page.

You’ve got your planning tools, social stack, tools for content marketing, and then productivity tools to manage your team. Problem is, none of them play well together. This makes your life more difficult and actually costs you results.

So, doing things the “old way” can be problematic.

For instance, instead of communicating about a project in the comments thread using the tool itself, like so…

It’s easy to send a “quick” email, text, or instant message.

However, now your entire team (or multiple teams) lacks visibility into info that might be mission critical.

This example can repeat itself over and over and over…

  • Creating yet another spreadsheets…
  • Creating more project request forms…
  • Writing copy in a Word Doc where revision history is impossible to track…

Et cetera…

Good news is this is a great opportunity to script the critical moves for your teams.

This is way easier than you might think.

To fix each of the issues above, script the behaviors like this:

If it’s about the project, it goes in the project.

Each color-labeled item on the calendar is a project that contains ALL of the project communication, content, deadlines, and details.

So, a simple script for people to follow makes it super easy to change their behavior.

✔ If it’s about the project, it goes in the project.
✔ The decision is already made.
✔ No one has to think.
✔ No one gets stuck in analysis paralysis wondering, “Where should this go?”
✔ Life is easier and anxiety is lessened.

Bring It All Together To Get Multiple Teams To Use CoSchedule

Now that you have new levers to pull in getting multiple teams to use CoSchedule, it’s time to put ’em to work.

But wouldn’t it be nice to have a shortcut?!

Yep… So, here you go…

Find out the best strategies used by teams across the world to adopt your new marketing management platform.

You’re invited to a personalized marketing demo of CoSchedule.

It’s 30 minutes or less where the agenda is all about you, and finding out what problems CoSchedule may help you fix.

You can have an entirely new mission control system to get total visibility into your marketing.

It will be your version of truth that helps you plan, execute, and promote all of your projects including campaigns, social, email, events, and beyond.

Pick a time for your call right now (and there’s a 99% chance you can chat with someone today)!

Schedule a Demo Now

"CoSchedule has allowed us to plan and stay ahead 8-12 weeks. It's the best thing we've done to get ahead of ourselves; especially with so many last minute projects popping up."

Lee Hersh, Founder of Fit Foodie Finds
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