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I’ve always loved building a good process. Not to be restrictive, but to help us go faster and find ways to do things better.
Step by Step Instructions for Repeatable Processes
When I led a team of 12 part-timers at GlobalSpec, we had clearly documented process to help us gather and organize market and competitive intelligence. This was a first office job for many, so the documentation was clear and step-by-step. From how to upload a file to SQL server to how to use an Excel macro to format phone numbers, anyone could figure it out.
The result? Millions of data points, cleanly organized, to help drive the business forward. And team members that learned lean manufacturing concepts to keep making things better.
Systems and Workflows for Executing Marketing Campaigns
At CIS, we grew the team from four to 25 people, all while figuring out how to run 1,500+ marketing and communications tasks through our machinery each year. Process was more about workflows, handoffs, and approvals. Individual team members had ownership over how to do their part; their area of expertise. They also had visibility into what was coming their way and the overall picture of where each tactic fit in.
The result? In a high volume, frequently changing environment, we got a lot of things done. We achieved the organization’s mission goals and delivered leads and revenue. Team members learned how to plan, suggest improvements, and take ownership, all while seeing the bigger picture. We created opportunities for those who were interested in orchestrating all of this.
Why You Need Marketing Processes
Building marketing processes isn’t about adding complexity. It’s about making things easier. More repeatable. More scalable. More effective.
A good process doesn’t slow you down. It removes friction. It eliminates guesswork. It ensures great ideas actually get executed and that results can be measured.
Without a process, marketing can feel chaotic. Things get done at the last minute. Deadlines slip. Teams waste time figuring out the same things over and over.
But a process doesn’t mean rigid rules. It’s about creating a framework.
Who owns what?
What happens next?
How do we track success?
It’s also about documentation.
What worked?
What didn’t?
What should we change next time?
The best teams don’t reinvent the wheel every campaign. They refine it.
And processes should evolve. If something isn’t working, fix it. If it’s slowing you down, simplify it. If your business is growing, adjust it.
Marketing isn’t just about creativity. It’s about execution. And the right processes turn strategy into results.
