Marketing Workflow Process: How to Reduce Work By 30% to 50%

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How To Boost A Marketing Workflow Process That Will Reduce Work By 30-50% 70

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How to Boost a Marketing Workflow Process That Will Reduce Work By 30-50%

Have you ever hit a snag as you manage projects?

Maybe some details got missed. You had to work on something at the last minute. You have way too much on your plate.

It felt like a fire drill. And it felt disorganized.

But… what if you never had to feel that way again?

Workflow process mapping for your marketing projects can help you:

  • Reduce the amount of work within a project by 30-50%. (!!!)
  • Start projects at the right times to help you nail every deadline.
  • Collaborate + delegate more efficiently than ever before.

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Team Performance Reports: Manage Your Workload More Effectively Than Ever

Introducing Team Performance Reports
Gain powerful insight into your team’s overall progress in one report. Pinpoint areas of improvement, spot trends, and set realistic goals for your entire team (without all the tedious data collection).

With Team Performance Reports from CoSchedule, you'll:

  • Gain powerful insight into your team’s overall progress in one report, so you can focus driving productivity and meeting your deadlines NOT scouring the calendar for project updates.
  • Easily identify peaks (and valleys) in your team’s performance, so you can pinpoint areas of improvement faster, iterate on your team’s task management, and accurately gauge project timelines.
  • Know who’s falling behind (and who’s rockin’ it) with individual performance reports. Get a snapshot of every team member’s progress with completed, overdue, and incomplete task reports, so you can set realistic goals for your team and address concerns faster.
  • Get weekly or monthly reports delivered right to your inbox with exportable reports! Easily create presentation-ready reports OR send data to yourself (and your team) on a regular basis, giving everyone a pulse on your team’s overall performance.

Plus, when you integrate your CoSchedule marketing calendar with Zapier (an awesome service that connects apps and services to automate tasks), you can optimize your team's workflows better than ever before. That means less work and more productivity (that you can actually measure, all in one place).

1. Start With Your Biggest Opportunity For 10x Growth

10x projects bring repeatable, measurable growth toward your marketing goal. For you, those opportunities could be:

  • Blogging
  • Social media
  • Paid advertising
  • Local search engine optimization

^^^ You get the picture.

Before we get too much further along, you might be wondering, "What exactly is 10X marketing, anyway?" This video helps explain:

 

You can apply the workflow process framework from this blog post for nearly any project. The best opportunities to improve your existing workflows (and subsequently boost your productivity) likely lie in your repeat projects.

Otherwise, choose the project at the top of your marketing project backlog.

2. Map Out Everything That Needs To Be Done

Andrew S. Grove, former chairman and CEO at Intel, writes about the concept of removing unnecessary tasks from processes in his book, High Output Management. He calls this work simplification.

And, to be honest, it's a very easy idea to grasp + implement.

Andrew suggests:

...you first need to create a flow chart of the production process as it exists. Every single step must be shown on it; no step should be omitted in order to pretty things up on paper.

To implement this advice, you could:

  • Open Evernote and type every step in your process in a bulleted list.
  • Grab a stack of Post-It notes + a Sharpie and wrote one step per sticky note.
  • Find a notepad + a pencil and get everything on paper.

At this point, you are looking for a raw list of every single step in a process.

For example, here is a workflow process sample of all of the steps we consider as we write a blog post at CoSchedule:

Example of a workflow map

Note: This is a simple checklist in Evernote. It's not overcomplicated.

3. Reduce The Amount Of Steps In Your Workflow

In High Output Management, Andrew shares:

Second, count the number of steps in the flow chart so that you know how many you started with. Third, set a rough target for reduction of the number of steps. In the first round of simplification, our experience shows that you can reasonably expect a 30 to 50 percent reduction.

To implement the actual simplification, you must question why each step is performed. Typically, you will find that many steps exist in your work flow for no good reason. Often they are there by tradition or because formal procedure ordains it, and nothing practical requires their inclusion.

Putting this advice into practice for our blog post workflow example, I targeted removing at least 5 of the 28 steps (highlighted in yellow):

Revised version of the workflow map

As you do this process for your own workflow, look for steps that:

  • Fall into other processes and will happen regardless of including this as an actual task in your workflow. Examples for the blog post included emailing audience and responding to blog comments.
  • Simply don't need to happen. For example, our social media graphics are the same as the graphics we design for blog content (our graphic designer, Ashton, just sizes them appropriately for each social media network). No one needs to review her work if we nail the initial review correctly, so this is a step that doesn't need to exist.
  • Used to be helpful, but are now outdated. We used to define angles and peer review outlines at a time when we changed our standards of performance for blog content. These steps were helpful to instill a culture change for every piece, but now the team knows the expectations. In this example, we can remove those two steps because we trust the team to complete their work effectively.
  • Exist for office bureaucracy. When you completely trust your team, there is no need for approvals. More eyeballs = slower, inefficient process. If you don't trust your team to ship quality work, improving your workflow is not the problem (and it won't be the solution).

4. Combine Steps Into Tasks

In addition to removing steps from your workflow entirely, there is likely opportunity to consolidate similar steps together.

This practice will help you remove some clutter from your workflow, simplify your process, and make delegating + communicating tasks a lot easier.

For example, with the blog post workflow, I consolidated 23 steps into 13:

Workflow map with tasks combined

Note that at this point, you'll want to clearly begin every task with a verb. As you delegate, this makes it clear what you expect the assignee to do before she marks the task as complete.

5. Give Each Task A Clear Definition Of Done

And since you'll be delegating, you may need to literally write out your expectations for each task. What does done look like before the assignee checks it off her to-do list?

This simple process gives you the chance to clearly communicate expectations before you assign work. And as you share the definitions with your team, it gives your assignees a framework to reference as they execute so they can self-serve and answer the questions themselves (further improving their productivity and autonomy).

6. Choose Who Will Complete Each Task

You likely already know the folks who serve specific marketing roles within your business.

Now, it's time to determine who among your team is best suited for each of the tasks.

For our blog post workflow example, defining who does what could look like this:

7. Determine How Long It Will Take To Complete Each Task

Now that you know who is doing what, you can have a simple conversation with each team member involved in the process.

During this chat, show your assignee the workflow as a whole and explain the definitions of done. Then, ask a simple question:

How long will it take to complete this task?

You will use this information to help you understand when to begin working on the project so you can nail your deadlines.

For example, this is what it may look like for the blog post workflow:

This process helps you see where there are opportunities for multiple different team members to be working on different parts of the project at the same time (so you can ship faster). For example, Ben can proofread and optimize as Ashton starts her designs.

It also gives you some perspective into how much work a specific team member can realistically take on.

And it will help you realistically understand how far in advance you should assign the tasks to be due.

8. Plan When Each Task Needs To Be Complete

At this point, review every task and think about the due date as:

# days before publish

I've found it helpful to start your review with the last task in your workflow.

Why?

Because you can realistically work backward to understand when to start the project, taking into consideration every task, team member, and their time commitment.

Ask yourself:

How many days before publish (or launch) does the last task in my workflow need to be complete?

Is it one day? One week?

From there, determine how many days before publish the other tasks need to be complete. Keep in mind, there may be opportunity for different team members to complete tasks simultaneously (which will help you ship faster).

This is an extremely subjective part of the framework and will require a lot of good + realistic judgment on your part. So, here is an example of what this would look like for our blog post workflow example:

In this example, I started my review with the last task in our workflow: Schedule blog post to publish. I like to see blog posts 100% complete two weeks before they publish. This gives us a bank of content and a framework of when we should realistically start working on content to keep that bank of completed content a reality.

After I nailed down when the last task needs to be complete, I worked my way "up" the task list and assigned X days before publish due dates to all of the tasks.

Now I know in order to write a blog post up to our standards, we should start working on it 22 days before publish.

I'm not gonna lie: My Evernote example is starting to look like a mess.

That's where CoSchedule comes into play.

9. Delegate The Tasks: Notify + Remind + Collaborate

At this point, your team knows the tasks they are responsible for completing + the definition of done for those tasks.

So your next step is to clearly:

  • Notify the assignee when you delegate a task so she knows what to execute.
  • Communicate the due date for that task (transitioning your plan of # days before publish into clearly defined calendar dates).
  • Remind the assignee again the day before a task is due to make certain the task gets complete.

You can do this via email or instant message tools like Slack or HipChat.

Or you can build the workflow you created into CoSchedule to automatically share this information without the manual busywork. ;)

In your CoSchedule marketing calendar, open a new blog post.

From here, select the task template icon and + New Template.

Now you can add all of the process you just created into a reusable marketing workflow. Simply name your task template and hit Next.

Then add each of your tasks, assign it to the team member, and add your # days before publish.

Now you can apply + reuse that task template with a couple simple clicks, which works extremely well for recurring projects like the blog post example we've been using as a teaching aid throughout this article.

The moment you apply the task template, everyone who is assigned a task is notified by email and in their personal CoSchedule dashboard (which serves nicely as a daily to-do list). The day before a task is due, CoSchedule automatically emails the assignee to make sure the work gets done.

10. Track Team Progress

Now you can follow the same process you learned from this article to create workflows for any project you choose to take on!

Afterward, you'll likely want to know what's working (and what's not) so you can improve your process.

Lucky you—your brand new Team Report in your CoSchedule marketing calendar makes it simple.

^^^ Your Team Report helps you know your completion rate for all tasks on your calendar. That includes:

  • Tasks completed on time (so you know your workflows are really working).
  • Tasks completed past due (so maybe you need to tweak minor # days before publish somewhere because the work is getting done, just not when you expected).
  • Tasks overdue (so you can see exactly what is NOT getting done and address snags with your team quickly).

 

You can also use burn charts to understand the amount of tasks you are assigning to your team and how many are overdue. This helps you spot trends + address snags before you miss any deadlines.

With Team Reports, you can also see who is falling behind (and who's rockin' it). You'll click through to see even more information about each team member's performance with completed, overdue, and incomplete task reports. And that will help you tweak your workflows + set realistic goals + address concerns faster.

How Will You Organize Your Marketing Workflow Process?

The framework you just learned has helped the marketing team at CoSchedule get organized, work smarter, and boost our productivity. I'm positive it will work for you, too!

And hey, if you want to make it even easier on yourself... I'd love for you to try CoSchedule. You get 14 days fo' free. ;)

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This post was most recently updated on Jan. 29, 2018.

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