The Quiet Crisis in Most Marketing Teams
No one owns the outcome.
Picture this…
You are the director of marketing or the director of Demand Gen or the VP of Marketing.
Numbers are down month over month and you’ve jumped into your next performance report meeting with your team.
On the call, your ad agency tells you last month’s performance was due to market behavior. Your creative director blames your ad agency for not submitting their request for new creative in time to launch that new campaign. Your CRM team claims it had nothing to do with their workflow. Your sales team complains that all of the leads that came in last month were trash.
Meanwhile, your team hasn’t spent any time on solving the problem. Instead, they offer up more problems!
Does this sound familiar?
Too often, a marketing team within a company like yours will be so busy passing off the blame for their particular portion of the failing lead funnel that you’ll never get around to actually solving the problem.
Meanwhile, your marketing budget is still getting spent.
So, what is the solution? Here are 3 viable options:
Show your team how to take accountability. The best way to teach is by example - Start taking blame for the outcomes of your marketing team and lead funnel and stop passing that blame off to your agency or team member.
Assign accountability. Often, it comes down to how well expectations have been communicated to the team as a whole and to the individual member. Sit down with each member and tell them what is expected when contributing to the whole!
Bake in accountability. If your performance update calls are spent looking over dashboards and never discussing insight or feedback - Then it’s time to reinvent the recipe behind your reporting system.