Tag: marcomm

  • Cross-Functional Marcomm Teams Drive Strategic Success

    Cross-Functional Marcomm Teams Drive Strategic Success

    During my first foray into marcomm leadership, every project seemed on fire. If the project was due at 3 p.m., the first draft was ready at 2 p.m., giving little time for adjustments. I noticed this happened with almost every project. As I did some research into the production calendar, I realized there were more projects than time. That meant if one project got behind, there was a ripple effect that continued to impact more and more projects the team was working on.

    An initial strategy to address this involved offloading projects that were not the best use of marcomm’s time. The second strategy looked at increasing capacity through student workers and approved freelance partners. Despite implementing both, the team still struggled to accomplish all the tasks, finding many delays in the back-and-forth process with the campus partner. As I started exploring what would help the team, the idea of cross-functional teams emerged as a viable strategy to yield better alignment with key constituents, increase efficiency and create better products.

    Cross-functional teams are groups of people from various areas in an organization who work together to achieve a common goal. I have used these teams with key university partners including enrollment, advancement and athletics. Each cross-functional team has several members from the marcomm team (usually a representative from communications, marketing, creative and web) and two or three members from the other unit. Together, these groups meet regularly and work as strategic partners to meet institutional goals.

    Cross-functional teams are time-consuming but can have significant impact on outcomes, culture and organizational success when done well. Below are a few benefits of utilizing cross-functional teams when working with strategic campus partners.

    Moving From Service Provider to Strategic Partner

    One benefit of cross-functional teams is positioning marcomm teams as a strategic partner, not just an order taker. This shift allows marcomm to more meaningfully support institutional goals. Instead of executing someone else’s strategy, these teams can apply their individual expertise while collaborating on integrated strategies that support the partner and ultimately the organization. For example, the web team member can begin approaching the project thinking about the entire digital strategy, instead of just making a website pretty. This role’s shift helps improve relationships between the teams but ultimately drives results.

    Operational Efficiency Creates Wins Faster

    Familiar teams work faster. Less time is required to navigate procedural and relational decisions, such as who needs to review something or what the feedback process entails. In cross-functional teams, the members become comfortable with these aspects, allowing them to begin working faster. The speed comes not only from familiarity but also from intentionality. Shared institutional knowledge of the goals and the internal processes to complete tasks results in more thoughtful responses when adjustments are needed because of changes like enrollment shifts, market changes or budget adjustments.

    Consistency Builds Brand Equity

    Aligned teams also create consistent work. Regular collaboration leads to consistency in voice, tone and look on projects. For example, when cross-functional teams are collaborating on the goals for a piece, there is more likely to be synergy in the tactical execution of the piece or at a least a shared understanding of the approach. When there is no alignment, the teams may agree on the goal but are less likely to agree on the strategies and tactics, resulting in disjointed messaging and less effective outcomes.

    Cohesive messages also build trust and recognition with external audiences, which is critical to support for university objectives. Ultimately, consistency across teams strengthens the university’s voice in the market and amplifies the impact of every communication.

    Internal Alignment Supports Goals

    One of the biggest benefits of cross-functional teams is how they strengthen internal alignment within marcomm. By collaborating closely with colleagues across disciplines, the marcomm team is better equipped to align its work with the goals and priorities of campus partners. For example, telling our story takes on an enhanced meaning when it is viewed through the lens of growing enrollment or raising private institutional support. In addition, this cross-functional collaboration fosters greater accountability and trust within the marcomm unit itself. From my experience, the team often internally aligns on the approach and presents a strategic (and united) front when pitching concepts or suggesting strategy shifts.

    Empowered Teams Create Elevated Outcomes

    Cross-functional teams facilitate learning from all members. Hearing new perspectives from other divisions creates new understandings, both within marcomm and outside of it. For example, web team members learn about graphic design and enrollment best practices. This occurs because cross-functional teams are collaboration-based, so all team members are empowered to contribute ideas instead of only giving feedback on their traditional roles. More broadly, the entire marcomm team benefits from cross-functional teams if there’s a way to share these learnings with the full group instead of just those in a specific meeting.

    Working Toward Success

    When I first stepped into marcomm leadership, the team was running full speed just to keep up, racing from one fire drill to the next with little time to pause, reflect or align. What initially seemed like a time-management problem turned out to be a deeper issue of structure, communication and partnership. Through the intentional creation of cross-functional teams, we began to shift from reactive executors to proactive strategic partners.

    Cross-functional teams require time investment to create shared mission, collaboration frameworks and understanding of the work at hand. However, these teams generate shared ownership and strong trust, central to ongoing collaboration, partnerships and organizational innovation. Most importantly, the outcomes are usually a more agile, aligned and high-performing organization—better equipped to meet both immediate goals and long-term strategic priorities of the institution.

    Carrie Phillips, Ed.D., is chief communications and marketing officer at the University of Arkansas at Little Rock.

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  • Lessons for new leaders from longtime marcomm staff

    Lessons for new leaders from longtime marcomm staff

    Over the past five years of conducting organizational capability assessments of higher education marketing and communications departments, my colleagues and I have interviewed hundreds of internal stakeholders. It’s the most fascinating aspect of the work, hearing directly from campus colleagues both inside and outside the department about their perspectives and experiences related to organizational life and departmental effectiveness.

    Through these conversations, valuable insights have emerged thanks to longtime marcomm staff—those team members who have contributed 10 or more years of professional service to their departments. (Note: I use the term “marcomm” to reflect that a blended marketing and communications structure is the typical model in higher education. The nuance and complexity of marketing and communications as distinct but related functions are topics for another post.)

    These insights, framed as reflection questions below, are especially relevant for leaders beginning a new senior role, such as a cabinet-level VP, CMCO or an executive director leading the marcomm function for an academic college or school.

    1. Is “restructuring” an end or a means?

    When longtime staff members discuss organizational structure changes, their healthy skepticism is palpable. They invariably associate these changes with leadership transitions. A “re-org” happened because there was a new VP (just as strategic plans often coincide with new presidents). The perceived impetus for change is simply having new leadership rather than any larger strategic purpose. We frequently hear some version of, “The structure changes and then eventually changes back with a different VP.”

    I’d much rather staff members describe those structural changes as enabling their function to fulfill a more strategic role and more meaningfully advance the institution’s highest priorities. It’s a reminder to leaders that structure should follow strategy, so the task is to ensure that the strategy is clear, reinforced and reflected in decision-making.

    Moreover, leaders should move beyond thinking in terms of discrete “restructures” or “re-orgs.” Organizational change isn’t a periodic event; top-performing departments are constantly adapting and evolving to best serve their guiding purpose amidst changing conditions.

    1. What is the real value of institutional knowledge?

    We undervalue institutional knowledge. Your longtime staff members possess deep institutional knowledge, which we unfortunately may dismiss as outdated or irrelevant. Instead, think of institutional knowledge as a source for critical context and sense making to help you navigate the road ahead and lead positive change.

    ​​In The Practice of Adaptive Leadership, Heifetz, Linsky and Grashow emphasize that “successful adaptive changes build on the past rather than jettison it.” The challenge for leaders lies in “distinguishing what is essential to preserve from their organization’s heritage from what is expendable.” Long-tenured staff members’ insights and institutional knowledge are invaluable in building this understanding.

    As the authors note, “Successful adaptations are thus both conservative and progressive. They make the best possible use of previous wisdom and know-how. The most effective leadership anchors change in the values, competencies and strategic orientations that should endure in the organization.” New senior leaders, eager to deliver results or serve as change agents, may overlook this crucial balance.

    1. What does upskilling require of the organization?

    The responsibilities of longtime staff members have likely evolved significantly since their initial hiring. New or different types of work are needed as marcomm’s scope expands, audience preferences shift and technologies emerge. Growing these competencies is a shared responsibility requiring genuine organizational commitment. The onus cannot rest solely on individual staff members. Upskilling or reskilling demands adequate time and resources—even when workloads are heavy and budgets are constrained.

    Professional development funding is often the first casualty of budget reductions. But if the organizational approach to professional development has been mostly reactive, then we shouldn’t be surprised by the lack of budget prioritization. This ad hoc approach to professional development points to a larger issue: the absence of formalized talent management practices in marketing and communications.

    Where can you build more intentionality into your organization’s efforts to recruit, develop, support and retain staff? Look to your central human resources team for guidance and learn from your colleagues in advancement, where larger and more mature advancement operations have dedicated talent management functions. Start small by operationalizing your department’s practices in a specific area such as orientation and onboarding. These focused efforts can create momentum for broader talent management initiatives.

    Long-serving staff members serve as both historians and bridges to the future, stewarding institutional values while helping new executives thoughtfully evolve their organizations. When properly engaged and supported, these veteran team members can be catalysts in your efforts to build—or further build—a high-performing department that drives lasting institutional progress. I hope these reflection questions prompt ideas that help your marketing and communications department be people centered and future ready.

    Rob Zinkan is vice president for marketing leadership at RHB, a division of Strata Information Group. He joined RHB in 2019 after more than 20 years in higher education administration with senior positions in marketing and advancement. He also teaches graduate courses as an adjunct in strategic communications and higher education leadership.

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