Hi, I’m James. Thanks for checking out Building Momentum: a newsletter to help startup founders and marketers accelerate SaaS growth through product marketing.
Something I’ve noticed – most marketing teams are nimble, scrappy, efficient, and effective in the early days. But as the marketing team matures, they become slower and bulkier.
I think this is because most marketing teams implement processes, rather than focus on building a marketing system.
In this post:
What’s the difference?
It’s a huge difference, actually.
A process is simply the execution of a task. It’s a step-by-step approach to getting something done. Marketing teams, especially in the process of growing, set up processes to streamline the volume of work they’re working on. They think that having a process in place will make their life easier… but that’s not always the case.
Processes can become rigid and inflexible. They don’t always account for the nuances and changes that inevitably occur – and change is pretty much the only constant in startups.
Sure, but processes can change, right? Except once everyone is conditioned to working a certain type of way, it’s easy to optimize and even build more sub-processes… but difficult to rethink the whole thing.
A system, however, is the overall environment that enables outcomes to be achieved. It’s a more holistic approach that takes into account all the factors that contribute to success, including the tools, technologies, and people involved.
By creating a system that is designed to enable outcomes, marketing teams can be better equipped to respond to changing circumstances. The system flexes, as required – taking the inputs in, working it through, and achieving an outcome at the end.
Why teams build processes
Ultimately, processes are easier to define and measure. They can be divided into smaller, manageable steps, and rewards can be tied to specific tasks. Each person taking part in a process can be OKR’d and performance-managed.
They can also provide limitations – an excuse or a reason for doing or not doing something.
But systems require a different mindset. Creating a system means providing an environment for success. A system takes into account not just the specific tasks, but the principles, tools, technologies, people, motivations, objectives, relationships, interactions, and contexts in which they are performed.
They require interoperability and an understanding that everything is a bit give-and-take. There will be swings-and-roundabouts in every stage. But systems lead to a more comprehensive, flexible approach that can lead to greater outcomes in the long run.
Build a system instead, with these principles
If you’re a regular reader, you’ll know that I’m all about principles – I think they’re a great way to set out how you want to work, and use that to guide the implementation and execution.
If I were building a cross-functional marketing team, here are the principles that I’d implement from the start.
Collaboration
One team, one dream. Teamwork is crucial. Open communication and sharing of ideas across the team, and with stakeholders. Zero ego. All working for the good of our customers.
Flexibility
A system-based approach requires an ability to adapt to changing circumstances. This means being open to new ideas and approaches, and being willing to pivot when necessary. Being able to operate with ambiguity.
Customer empathy
We are nothing without our customers. They have to be firmly in the center of our entire operation. We have to consider their needs, preferences, and feedback in all aspects of our team.
Continuous improvement
We’re always going to get better, but we’ve got to start somewhere. We need to set up the feedback loops that regularly monitor performance, gather feedback, and make adjustments as necessary to ensure that we’re delivering the best outcomes.
Innovation
Average planning generates average results. Thinking outside the box and borrowing inspiration from other industries will help us to innovate and be more creative. Good artists copy; great artists steal.
Integrated
We have to move as one. Our work is integrated and holistic. Success for one is success for all. This means considering the interconnections between different components and teams and handover points, and ensuring that they work together seamlessly.
Mindset matters
Shifting from a process-approach to a system-approach isn’t going to happen overnight.
But building more of the principles above into your day-to-day work, and by agreeing more ‘system’ ways of working with your collaborators, you might find less need for rigid processes, and more opportunities for closer work and true partnership. Good luck!
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