Q: Breaking down process development challenges (10:20)

When we meet new clients, one of the first things we evaluate is their process. And even the largest companies often don’t have solid, up-to-date marketing operations processes.

Processes designed in 2019 may no longer be suitable in a remote-first world, especially with how AI has evolved workflow automation.

We recommend mapping your current process — not the ideal, but the actual lived reality.

Bring in people who perform the process, not just managers. Consider a neutral third-party or internal PMO group to help.

Establish a clear improvement goal before jumping to changes.

We worked with a client who hadn’t updated their process in years. They were successful, but inefficient. Our spaghetti diagram revealed major bottlenecks, especially in how shared marketing departments supported 10 different brands.

We introduced process development improvements, recommended tech optimizations and unknowingly supported an acquisition they were planning.

Result: 50% faster campaign planning and increased capacity — without adding headcount. With that extra time, they were able to bring on a major acquisition that almost doubled their brand portfolio.

Key takeaway: Don’t assume you know the problem. Step back and widen the aperture.

Absolutely. Especially in larger orgs, each team has a narrow view — finance, media, content all see the problem differently.

Exactly. Include stakeholders across the business. Finance, procurement, marketing teams — they all need a seat at the table to define shared goals.