Amantle Mokubung,
Marketing Strategist.
Website: http://www.amantle.co.za
Twitter: @Amantle_You hired the cream of the crop to be part
of your team; now make the effort and
the time to analyse their submission and
start taking note of what works within the
business and what needs to be reviewed
and fine-tuned, then implement.
Depending on your company culture, that
might be their only opportunity for them
to provide you with in-depth feedback,
recommendations and the insights that the
business requires to move up. The magic
lies in real-time reporting and the speed
of your response through implementation.
With a handful of multi-skilled employees,
team bonds are stronger and individuals
are more open to stretching themselves
professionally. The cherry on top is having
shorter approval processes as compared to
larger organisations.
Encourage your teams to keep their finger
on the pulse when it comes to real-time
reporting tools and their updates and
upgrades. You cannot afford to wait for a
30-day cycle for you to be able to identify
low-hanging fruit for profit. Start building a
dashboard that will help key stakeholders
gain access to critical company stats 24/7.
Not only will this accelerate the speed of
response to trends, but it will also help
eliminate the dependency on a one or
a few people within the organisation
to release stats as and when required.
In addition to this, the dashboard will
minimise the margin for human error
when compiling the analytics reports
that you depend on to direct the
business' next major move.3
Build and nurture
a cross-functional
innovation team
Over the past couple of months,
technology has given organisations a
wake-up call which has seen marketing
teams become the new innovation
hub in companies. While we were
previously seen as merely crafting
marketing communication, the rise
of sophistication in our marketing
performance tools has elevated us to
become the source of many answers
that companies need to incorporate
market disruption into their growth
strategies. Bless technology!Be careful not to leave this entirely
to your marketing team. Instead,
establish an innovation hub within the
business. Bring on board champions
from different teams to provide you
with a wealth of knowledge and
insights from across the business.
The platform will not only help
promote team cohesion, but will also
enable members to exchange ideas,
unlock the resources that they can
tap into and bring forward the new
ideas that their respective teams have
had on hold for a while. Soon, you'll
have change agents actively helping
you cultivate a culture of innovation
and an enabling environment for
people to thrive.