Collaboration
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This is the English version of a presentation that I did in March 2018 at a Spanish technology networking group called Tapas Valley.
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Collaboration
- 1. @MontseCano
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- 7. Products and marketing campaings = wider variety of specialisms and teams Creativity: more products to make marketers’ life easier Specialist/ generalist We need to go where our audiences are @MontseCano
- 8. Data measurement Marketing and digital plan/product roadmap creation SEO and content strategy Content production ASO ePR (yes, not the usual PR) @MontseCano
- 9. TASK SPECIACIALST Digital analytics Analyst Developer (implementation) Onsite SEO Marketing Developer (to implement some aspects) CFO (budgets) Content Content strategist writers, editors Rest of company @MontseCano
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- 16. Workshops Secondments Use plain English Collaboration tools: Jira, etc @MontseCano
- 17. @MontseCano
Notas del editor
- Just so we don’t end up at work like Rosalind Russell and Cary Grant in His Girl Friday.
- By collaborating with others.
- It’s more easily said than done, really. While we may want to work well with others, I have also seen a lack of understanding how we can do that. This is particularly important when we work with different specialisms.
- By collaborating with others.
- I have worked for 16 years in digital marketing, digital project management and product development, which has allowed me to experience different company and team structures in a wide range of industry sectors, incl ecommerce, technology, finance, publishing or business/ legal services.
- One of our main tasks is ensure that customer/ audience journey is optimized if we want them to buy and interact with our brand and do it repeatedly. Only for that, the amount of specialist knowledge we need is wider than it used to be. This is just a simple list
- For instance
- When I think collaboration, this movie often comes across my mind. A team of very different kids, from a variety of backgrounds who share the determination to achieve one goal – and they deliver. Also true that kids work together in a different manner, as it was evidenced by the spaghetti and the marshmallow experiment, which Daniel Coyle mentions in his book The Culture Code. There is less friction and less barriers.
- By collaborating with others.
- Open up communication. Everybody needs to understand that it is a two-way road. There are many studies which state that lack of communication in businesses is often related to: Fear, due to bad past experiences Lack of knowledge about roles and specialisms Type of culture, eg, competitive cultures Type of role – many tech jobs don’t allow much conversation Personality
- Everybody needs to work hard to achieve objectives and have a life outside work, with issues and joys. Bearing this in mind is essential, as we don’t really know
- One of the most common complaints from specialists is lack of respect for their professional opinion and experience. It is more effective to present an issue to an specialist, what needs to be achieved and when by. Then, listen to what they need to say.
- With so many specialisms, chances are that communication between teams of marketing, development and product fails. There is an increasing need for this in companies, someone who understands different specialisms because they have done that work in the first place.
- Some other tips: Working in an open plan office may not be enough. Sometimes it is best to push a bit more and encourage interaction. For instance, by presenting results at the end of a campaign, which has worked amazingly for me. Allowing devs, marketers and product to spent some time working at each others teams can also have a positive effect in that they can all have a clearer understanding of what everybody else does and their objectives. I also believe that a collaborative company may be more successful when interacting with their audiences. Think marketing tools such as DeepCrawl who use a CAB.
- The end outcome should be your company or team working as smoothly as an orchestra does.