Feeling a bit maxed out from the ongoing crisis climate? We hear you…and feel it, too.
It has been an extremely trying time on so many levels with work – and basic humanity as well. Between navigating changing requests, an often increased workload, and the (at times tumultuous) challenges of families sheltering in place together, the whole situation is ripe for some increased stress and anxiety.
Nonetheless, there is opportunity in crisis. It forces us to consider alternative options – and directions – sometimes uncovering something truly special. Though these changes may not come about in the most comfortable ways, in every storm cloud, there is a silver lining.
In the case of the marketing operations, these are some of the bright spots that are shining through.
From “To-Do” to “Done”
“This pandemic forced me to review and update our nurture series. It’s been on my to-do list for a long time, but (I’m ashamed to admit) other priorities always bumped the task. This crisis made it a ‘must-do’ task, resulting in new content to provide greater value to our audience.” said Sarah Frazier, VP of Marketing at Perkuto.
In some cases, this time has opened up an opportunity to revisit messages on autopilot as well as get back on top of items that previously seemed to get deprioritized in the “normal” day-to-day rush. “The Great Pause,” has created space for some marketers to tie up those seemingly never-ending loose-ends. In short: the sudden shift in priorities has enabled marketers to actually deliver on tasks that have been pushed aside previously.The sudden shift in priorities has enabled marketers to actually deliver on tasks that have been pushed aside previously. Click To Tweet
More Work – Life Balance
“For a lot of people, this time has given them an opportunity to spend more time with family,” commented Oz Platero, Consultant at Perkuto.
Though remote workplaces have been gaining traction in recent years, not all businesses have been keen to jump on the trend…that is, until now. When mandatory shelter in place orders came abruptly, companies were forced to pressure test the remote model, at least temporarily. For many, it’s illuminated an impressive productivity rate among employees. In fact, tech giant Twitter announced that workers are now allowed to work from home ‘forever,’ should they so desire, even after the pandemic procedures have lifted.
This spotlight on the positive side of remote work could bode very well for marketing operations and become an overarching silver lining to this time. While many jobs are still geographically-bound, the work that marketing operations personnel do transitions over to a remote setting fairly easily. Should employers become more open to remote employees, there will be more opportunity for marketing operations professionals— and potentially ease hiring challenges of companies who previously required on-site staff.Should employers become more open to remote employees, there will be more opportunity for marketing operations professionals— and potentially ease hiring challenges of companies who previously required on-site staff. Click To Tweet
A Sense of Creativity and Kinsmanship
“The biggest silver lining I see is that the status quo is out the window, providing more room for innovation and experimentation at all levels of an organization,” said Michelle Miles, VP of Operations at Perkuto. “I think people are more receptive to new ideas, and especially digital marketing ideas.”
A time unlike any other is bound to breed some new creative concepts. In fact, we’ve been inspired by the way in which some of our clients have greeted these new challenges head-on with swift, creative solutions. With the concept of “normal” undergoing a complete overhaul, this is a time to pitch new ideas and test the waters as companies continue to shift to digital.
“There has definitely been a rise of collaboration and creativity,” added Cat Champoux, VP of Client Success and Partner Alliance at Perkuto. “I think because everyone is in the same boat, there’s a system of support that naturally rose through Slack channels, LinkedIn groups, and social media posts in general. People also seem to be extra creative, coming up with new and quirky ways of doing things because they have to. Necessity is, after all, the mother of all inventions.”
We’ve all seen plenty of “we’re all in this together” messaging from brands to their customer base. However, when it comes to marketing operations as a profession, the sentiment rings true. The digital chatter between professionals within the niche has been overwhelmingly connected, supportive, and collaborative as we all continue to navigate this uncharted territory.
Receiving More Recognition
“Other people within the company are now realizing just how important marketing operations really is. Without us, none of the new technology, messaging, and communications would be able to be sent out,” said Julz James, Director of Marketing Operations at Appirio.Other people within the company are now realizing just how important marketing operations really is. Without us, none of the new technology, messaging, and communications would be able to be sent out. Click To Tweet
Justin Norris, Director of Solutions Architecture at Perkuto added, “As a marketing operations person, when things are in flux or there is a crisis, we’re very well-positioned to step in and show leadership. Companies are trying to keep moving, and we can enable that.”
It’s true, marketing operations professionals often aren’t fully recognized for the depth of strategic knowledge that they possess. However, right now in particular, these teams do hold the keys to extremely valuable information that can help strategically guide high-level decisions within an organization during a complex time. Additionally, marketing operations teams have been able to manage the increased outgoing communications that have been necessary for many organizations of late. As a result, organizations have been leaning on MOPS teams even more – and in some cases truly recognizing the depth of knowledge and service marketing operations provides.
In fact, we heard of one marketing operations team who helped guide their organization through the pandemic by using data from Marketo to illustrate the current state of the company, and supplying more frequent, custom reporting to stakeholders. A great illustration of enabling data-driven decisions at a time when the organization needed it most.
As we continue to work through this complex and challenging period, let’s choose to shine a light on some of the surprisingly positive aspects born from this time, and look for the silver lining. After all, what better way to drive transformational change, than through the pressure of necessity.