Modern marketing teams are tasked with multiple projects at a time and have to become masters of collaboration in order to execute on numerous competing priorities while being on time and on budget. From campaign and event planning, to content production, SEO monitoring, SEM marketing, and all the way to reporting and team performance evaluation, marketers deal with projects of various scope and complexity and, in addition to being experts in their field, have to learn how to manage marketing projects like pros.
Marketing project management, similar to that of any other department or function, starts with planning. And, in this context, planning starts with high-level, long-term goals, and continues with outlining specific marketing project plans, assigning roles, tasks and responsibilities, setting deadlines and defining milestones. After this planning phase, marketing collaboration starts and can become truly productive only if the groundwork for the project has been laid out carefully and communicated to the whole marketing team or group responsible for the project execution.
Marketing task planning is an important phase in the overall planning and is one of the most critical to success. Making sure that all tasks are specified and correctly assigned is one thing, but carefully planning capacity and foreseeing bottlenecks while planning multiple projects at a time is also very important. This marketing task planning phase becomes much more manageable with the right modern project management tool that allows to see the full workload of the marketing team, lets team leaders plan and adjust plans on the fly, visualizes bottlenecks and includes an easy to use time tracking capabilities.
In addition to perfection marketing teams strive to achieve in their internal project planning, they are, more often than many other departments, asked to produce highly visual reports on marketing projects, their status, and team productivity. A marketing project tracking tool that can simply use work and collaboration data that’s already in the system to product key executive reports on the fly, at any time, with no need for spreadsheets or powerpoints, is a great time saver for modern marketing team leaders.
Marketing collaboration tools that work for all functions within the department also help evaluate and manage performance across the teams. It is hard to assign numeric, revenue or lead generation related KPIs to certain roles within the marketing department, and that’s where built-in, automatic, and visualized measures of productivity, effectiveness, collaboration quality, agility and communication habits become a great help in evaluating the individual performance.
Successful marketers readily borrow project management best practices from teams that have traditionally excelled at it, such as IT with the agile methodologies widely adopted now by some of the most productive technology teams. Agile marketing has become a popular term in the recent years, and the reason for this is simple - this methodology indeed helps increase throughput and productivity, which are critical for modern marketers on tight budgets and with ever-increasing performance KPI goals.
Visualizing marketing projects workload is a very helpful technique for planning and monitoring marketing tasks progress. Implementing a system that can help with ongoing progress tracking without the need to create additional reports is a great approach marketers can take to improve their productivity. Quick ramp-up time and user onboarding is another important criteria for success of a marketing project management system implementation. Marketers have no time to waste on lengthy training, and productivity boost can only be achieved if the project and collaboration system is intuitive and easy to use for all.