Marketing teams are desperate for greater independence. Leaders are looking for ways to empower their teams to move faster, innovate more freely, and respond more effectively to market demands.
All without the need for developer backup.
Why the need for speed?
As Nick Condon, Managing Director of Squiz EMEA, puts it: "Marketers love to move quickly, whether that's in terms of implementing campaigns, seize-the-moment activity, capitalizing on audiences, or leveraging new technology."
But here's the catch – this need for speed often clashes with the realities of logging jobs, raising tickets, and waiting in a developer backlog.
So, how can we empower marketers to handle high-volume, fast-paced digital needs?
Leveling up your marketing squad
Becoming more independent isn't always easy. Ian Finch, CEO of Mando Agency, compares it to a child's first steps:
"Independence is scary. I always picture it like a toddler trying to walk for the first time – you need the hands out looking for support… and there's two sides to it. There's the person that's independent and now responsible. And there's a person that used to be relied upon."
It's exciting and empowering, but also a bit nerve-wracking. The key? Creating a safe space where everyone feels comfortable stretching their wings.
Here are four key principles for turning your marketing team into a self-sufficient powerhouse:
- Know your team: Figure out who's great at what, and where they might need a little boost.
- Set clear expectations: Ensure everyone knows their superpowers and when to call in reinforcements.
- Embrace the mad scientists: Encourage wild ideas and learn from both wins and setbacks.
- Find your sidekicks: Team up with external experts for the tasks that require specific expertise or where your internal resources are just too lean.
The role of tech
Technology plays a vital role in enabling marketing teams to become more self-sufficient.
- Tools like Canva are allowing marketers to expand their design capabilities. They can remove the limitations of having no design resources and turn creative, on-brand assets around much quicker.
- On the data side of things, advanced analytics tools are empowering marketers to gather insights, optimize campaigns, and demonstrate ROI more effectively.
But of course, there’s a tale of caution when it comes to investing in tech. While it can improve efficiency and expand creativity, leaders must be careful that it’s not done at the cost of their team’s progression,
As Nick says: “I think it's about getting the balance right. Arguably, you would say things are far more creative because those tools are there. But while they might be making the output more creative, I wonder if there’s a sense that tech is doing the hard work for marketers. To me, adopting tech to handle mundane tasks and allowing marketing teams to be creative, is the ultimate endgame.”
Keeping your brand from going rogue
So, how do you let your team run free without losing all control of your brand across your digital assets?
Here are some ideas:
- Implement design systems: Establish clear guidelines for visual elements, tone of voice, and other brand assets.
- Use AI tools to keep everyone in check: Leverage technologies that can help maintain consistency in writing and design.
- Start with simple accountability processes: Begin with basic approval workflows and gradually increase autonomy as trust is built.
- Create safe "sandboxes" for experimenting: Provide controlled environments where team members can test new ideas without risking the core brand.
And here's the plot twist – "harness the rogue." Those boundary-pushers? They're often your secret weapons for innovation!
Why it all matters
In the end, professional independence is all about unleashing your team's full potential.
As Ian Finch reminds us, independence is the key to thinking big:
"Why do we want people to be independent? Because that's how you scale anything. If people are dependent, then you will only get as far as you as a leader."
So there you have it. By embracing the right mix of tech, culture, and leadership magic, you can transform your marketing team into an unstoppable force.
Ian and Nick discuss more tips and tricks to autonomy in this AMA session.
