Many aspects of marketing and advertising are rooted in teamwork and collaboration. Yay!
Teamwork makes the dream work! Right?
However, sometimes getting a project off the ground can feel more nightmarish. I recently spoke with many folks across all facets of marketing and discovered some definitive patterns and pitfalls to group or team behavior.
I’ve collected the common friction points that come up time and time again. See the list below. If any sound familiar, see what to do about it.
Common Pitfall - I don’t want to “step on anyone’s toes” or “be seen as a dictator.”
Solution - Establish leadership.
Designate a leader or take the initiative and stand up and lead the team if there is not someone already assigned. The leader is an important role, but no more important than the rolls of other members. There is a big difference between leading and guiding and not dominating and micromanaging. Dictating and sidestepping is a style not a definition of leadership.
Agree as a group who should take the role of the leader and what that entails and does not include. E.g., setting up meetings, being the point person, liaison, or repository of information.
Common Pitfall - No one was responding to my (repeated) emails/texts or group chats and such.
Solution - Set up communication parameters & boundaries
It’s not personal. It’s annoying and appears not a valid effort at the moment when no one is responding. Understand everyone’s style of checking messages and set expectations. E.g., everyone post or check in each day by 8 PM and response time, e.g. within 12-24 hours.
Once you get these things settled, figure out a communication plan and make sure everyone has the appropriate devices or apps. E.g., if video calls are your way of meeting, then decide to use Zoom or another platform? Alternatively, if you choose text groups - WhatsApp or Slack? You get the idea, but decide which platform(s) are to be used and then set a deadline to make sure everyone is operable on that system. Send a test message or a quick test call. Don’t over think this one.
Common Pitfall - We are not on the same page!
Solution - Collectively set the goal and agree on the deliverable.
She wanted to go one way, but I thought we should do the analysis this way. Alternatively, the final product should be in PPT, but “so and so’s” skills were not reliable and only worked on his Mac in Slideshow which no one else had.
If, as a team, you set the goal or the “North Star” as I like to say, you will avoid weaving and guessing along the way. A clearly defined goal can save a ton of time and can avoid needless busy work. Time is always at a premium, and if an action or solution does not serve the primary goal, then you need to figure out a way to navigate there efficiently and without confusion.
Common Pitfall - Days and Weeks went by before we even spoke to each other
Solution - Set a timeline and check-in points or milestones.
Again, this goes back to the communication plan that should from the get-go. Team members should know where to check and when to check. An important part is setting milestones. For example, “Member X is going to have the outline completed in three days and share with the group for feedback within 24 hours in our project’s google drive.” Map out all the steps with your strategy to get to the deliverable with precise timing for each and how, when and where feedback is needed. So you don’t lose precious time waiting. No one wants that!
Common Pitfall - No one understood how to use Xcel or how to edit the video!
Solution - Define roles & responsibilities based on skills.
Consider what your deliverable is and what skills are needed to get that done. For example, if you are conducting a survey as part of your program, you will need the following - a writer, editor, someone to program in SurveyMonkey or GoogleForms, email platform to send the survey out, Xcel for analysis and ppt design for the presentation. Whoa - not “just” a survey anymore. Figure out who has the expertise or responsibility for each and if you need resources to add or outsource and who is responsible for that. Taking time to map this out is critical.
Your plan is only as strong as the weakest link. Taking the time to think of the details and tasks is worth every minute and will save a ton of time and unwanted worry (drama).
What is your best insight to help teams moving along and get to the finish line? Please share below.
