By Sarah Frazier April 16, 2019
I once had a boss who frequently reminded me that our most precious resource is time. And when you have a smaller MOPS team, time is even more critical—you simply don’t have enough resources to meet demand. Such is the case in our example today.
Sub-Zero’s issue wasn’t that they had too many cooks in the proverbial kitchen—it was that they needed to figure out a way to make more effective use of the resources they had. How would Cyndi Marty, Digital Marketing Manager, CRM at Sub-Zero, Wolf, and Cove and her lean marketing team be able to break through bottlenecks and scale their MOPS without a huge influx of budget? And how could they empower the company’s regional marketing managers to have the autonomy they needed to be successful while protecting the overall brand? Good questions. The solution involved adopting specific decentralized marketing elements that are having a positive impact on the organization’s people and processes.
Like many organizations, Sub-Zero wanted to scale its business but faced a number of challenges. Limited corporate office staff resources meant that people had a hard time keeping up with work, and there wasn’t money in the budget to hire marketing assistance. Additionally, execution delays caused by conflicting priorities between the regional offices and the corporate marketing office were causing some local campaigns to be delayed and other campaigns to be skipped entirely.
Clearly, Sub-Zero had talented resources in its regional markets—subject matter experts with their fingers on the pulse of the local markets and direct connections to its customers. But with its fully centralized marketing platform and process, the organization was having difficulty moving quickly and maximizing the value of all of its capabilities without jeopardizing the brand or duplicating efforts.
Searching for a solution, Sub-Zero focused on transforming its marketing approach in three very important ways:
Sub-Zero opted for a hybrid model created by Jeto (shameless plug: that’s a Perkuto innovation) that combines the brand protection elements of the centralized marketing model with the marketer empowerment pieces of the decentralized approach in a completely new approach. This model was further supported by Scott Brinker’s democratization of technology and the new rules that go along with it, helping Sub-Zero to know they were on the right path.
For Sub-Zero, the Jeto app was the “aha” moment for the organization, the veritable lightbulb-over-the-head moment when everything clicked together and their minds started spinning with possibilities of all of the future citizen technologists who could be empowered with such a tool, from sales and customer care all the way to the HR office. Although Sub-Zero just launched the usage of Jeto, early forecasts project a 90% decrease in execution resources needed to support the regional marketing teams. With the possibilities expanding to other departments and teams, Sub-Zero has the potential to complete even more campaigns and focus more energy where they need it most.
So what can we learn from Sub-Zero’s scalability journey? Cyndi suggests the following tips for creating a successful transition, getting C-suite buy-in and avoiding common transformation pitfalls.
To help your organization implement elements of decentralization in a meaningful way, make sure you:
When managing change, remember that C-Suite needs and concerns are different than those in other areas of the organization. Specifically:
As your business is shifting to incorporate elements of decentralization, keep an eye out for these common issues that can throw your efforts off track:
There’s no doubt that time is a finite resource, something you’re especially aware of if like Cyndi you’re working with a lean MOPS team. But if you’re willing to adopt a hybrid marketing approach that combines the best of both centralized and decentralized marketing, you’ll be able to reap the benefits that result from enhancing your marketing operations’ effectiveness.
Wondering how scalable your current marketing model is? Are your centralized MOPS still working for your organization? Find out with our 10-question, 5-minute Scalability Vulnerability assessment, part of our free ebook, Strategies for Scaling Your Operations & Managing Your Digital Transformation.