Marketing Management Process: How To Organize Every Campaign
Chapter 14

How to Organize Your Marketing Management Process

What Is Marketing Management?

Marketing management is the process of efficiently executing the tactics and projects as planned in your marketing strategy to effectively influence your marketing goals.

Marketing Management Definition

Manage Every Project With Your Marketing Calendar

Your marketing calendar is the tool where you’ll organize the publish dates for every piece of content for every project. In this sense, it’s the version of truth—the one place to see everything your marketing team is working on.

You learned how to map out a project timeline in Chapter 12. Now it’s time to translate that timeline into clearly defined publish dates for each piece of content.

In that example, we planned the landing page for CoSchedule’s educational course.

Marketing Project Timeline Example

This project timeline example suggests the landing page will be ready to publish by the end of the week of January 15-19. So we can plan the landing page to publish Friday, January 19.

From here, we can review of the elements surrounding the promotion of the landing page, which include social media messages, Facebook ads, emails, and a blog post.

The landing page’s project timeline suggests:

  • The social media messages will launch the week of January 22-26. Since everything is designed and written by this point, we can set the social media campaign launch date as Monday, January 22.
  • The Facebook ads will also launch the week of January 22-26. Since the graphics are already designed and the ad copy is already written, we can opt to launch the Facebook ads Monday, January 22, as well.
  • Like the social media messages and Facebook ads, the emails will also be written and ready to publish by the week of January 22-26. Since we wrote two, we can schedule them to send Monday, January 22, and Wednesday, January 24.

So you see from that example how you’ll set your deadlines (aka publish dates). This is what that example looks like visually with CoSchedule’s marketing suite:

Landing Page Marketing Project Timeline Example

The framework here is to use the high-level understanding of when a piece will be 100% complete (gained from the sprint backlog exercise in Chapter 9) to determine hard publish dates to your content.

Define Your Marketing Workflows

Now you need a way to break the phases of content development for each piece into clear tasks you’ll delegate to the team members who’ll execute the work.

Use the following framework to define a workflow for a single piece of content. You’ll repeat the process for each content type you’ve chosen to execute within your campaigns.

1. Write Down Every Task That Needs To Be Done

Map the flow chart of the complete content creation process. Don’t omit a single task.

At this point, you’re looking to understand everything you’d typically do to publish a specific piece of content.

Former Intel CEO and chairman, Andrew S. Grove, writes in his book High Output Management that in order to boost efficiencies in your workflow, you need to understand your existing process:

“…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.”

So write everything down.

For example, let’s say CoSchedule wants to create a workflow for the landing page planned as part of the educational course. It might look something like this to begin with:

Task List Example

Write down every task in your process as it exists today.

2. Remove Unnecessary Tasks From Your List

Andrew S. Grove also writes in High Output Management:

“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.”

To summarize, you’re looking to reduce the number of tasks in your current process that:

  1. Are actually part of other workflows. These are tasks that likely complement different content, and therefore, don’t need to be managed as part of the workflow you’re creating at this moment.
  2. Are no longer necessary. For example, sometimes tasks exist in new workflows to serve as reminders, but after time, your team learns the process so well that these reminders aren’t needed.
  3. Exist because of unnecessary approval processes or office bureaucracy. Create the workflow, approve the workflow, work the workflow. Eliminate lengthy back-and-forth approvals by planning your work, then working your plan.

For CoSchedule’s landing page example, we set a task reduction target of 20 tasks (and actually found 21 opportunities to remove):

Remove Unncessary Tasks From Your Task List Example

In this example, we’re able to alleviate 62% of the workload by strategically removing tasks that are part of other workflows, don’t need to be completed, or exist for unnecessary approval processes.

Target a specific number of tasks to remove from your process, then review your existing workflow and identify those productivity improvement opportunities.

3. Combine Similar Tasks Together

There are probably opportunities to batch tasks that happen in conjunction with each other.

This exercise will increase your team members’ productivity by helping them knock out all of the similar tasks in one fell swoop.

To continue the landing page example, this is what the final consolidated workflow looks like:

Consolidate Tasks In Your Task List Example

We consolidated eight tasks into three, bringing the total down from 43 originally to a final total workflow task count of eight:

  • 3 into 1: Write headlines + body + proofread
  • 3 into 1: Design landing page wireframe + graphics
  • 2 into 1: Code landing page + insert content

Batch similar tasks within your workflow together to increase your team members’ productivity.

4. Choose One Person To Complete Each Task

You already know at a general high level which team members need to be involved in specific phases of content development.

At this point, you’re looking for the names of those who will execute specific tasks.

In general, it’s best practice to assign one task to a single team member. The moment you assign a single task to more than one person, is the moment each of those people think someone else is completing the work. Accountability works best when targeted at a specific team member.

This is who will complete the work for CoSchedule’s landing page example:

Assign Your Tasks In Your Task List Example

Choose who will complete each task within your workflow.

5. Determine When Each Task Should Be Done

Generally speaking, it’s easiest to think about task due dates in terms of:

# days before publish

Begin by defining the due date for the last task in your workflow. This way, you know exactly when the entire piece of content will be 100% complete.

From there, work backward up the list, assigning due dates to the second to last task, third to last, and so forth.

When you’re done, you’ll know exactly when the first task in your needs to be complete. Armed with this knowledge, you can start working through the piece with a realistic timeline to complete the work by your anticipated publish date.

This is what the exercise looks like applied to CoSchedule’s landing page example:

Add Deadlines To Your Tasks In Your Task List Example

You can use the high-level phases of content development you planned in your sprint backlog to help you understand what tasks need to be completed in certain weeks, too, to help you understand when each task should be complete.

For example, when we apply the landing page workflow to the specific educational course signup page example, these are the due dates for the tasks:

Add Task List Into CoSchedule

Compare the task due dates to the phases of content development we planned in the sprint backlog:

Marketing Sprint Backlog Example

Note how the due dates for the tasks align perfectly with the phases of content development.

Assign due dates for your tasks in the form of # days before publish.

Delegate Tasks Efficiently

The final element of strategic marketing management involves communication. You’ve set up expectations of what the team will create, who will complete certain tasks, and when those tasks will be complete.

Now it’s time to effectively communicate this to the team, which requires:

  1. Notifying team members when you assign them a task. Let each person know what you expect them to do.
  2. Communicating the due date for the task. Let them know when you expect them to complete the work.
  3. Reminding them the day before the task is due. Proactively prevent delays by reminding those who haven’t completed their tasks before they become overdue.

Enable easy collaboration with a marketing suite designed to remove the tedious, manual busywork.

Hint: I’m talking about CoSchedule.

When you manage your content marketing and marketing campaigns with CoSchedule, you’ll delegate these tasks effectively because CoSchedule automatically notifies, communicates, and reminds assignees to complete their work on time.

CoSchedule also helps you organize every marketing campaign with all of your content in one place. You’ll see everything your team is working on to execute your marketing strategy more efficiently than ever.

Congrats! You’ve built your entire marketing strategy and know-how you’ll manage the work!