Marketing Operations

Marketing Operations: Organizing Your Herd

Marketing Operations How to Market Your Goat
Reading Time: 5 minutes

Yay! You’ve marketed and sold your first goat! Now you want to figure out how your team should go about marketing the whole herd, but you’re scratching your head, “How do I create a process that enables my team to be consistently successful marketing one goat after another?” Create a Marketing Operations process to optimize everything you do.

Operations is to the left brain as creativity is to the right brain of marketing. It builds a foundation for better performing marketing strategy with metrics, process, infrastructure, and best practices.  A fluid Marketing Operations process will make it possible to market your whole goat herd effectively and efficiently.

Here are 11 steps to develop your Marketing Operations process:

  1. Define your Ultimate Goal: What are you trying to organize?
    Begin with the final goal, then you will break it into smaller goals and steps along the way. At the end, you can bring the smaller goals together to form your larger goal. If your ultimate goal is to sell a herd of goats one goat at a time, a few smaller steps in the process might be: naming the goats, photographing the goats, writing a profile about each goat’s personality…
  2. Assess and Evaluate your goal: What are all the tasks that you will need to reach your goal?
    Start small. Breaking anything down into smaller parts is not only easier to organize, but easier for your team to understand. Get all of your farm hands together and brain dump, write out everything that comes to mind. Team involvement at early stages lends itself to successful process development.
  3. Organize: In what order should things happen?
    It sounds easier than it is. Think about what needs to happen and when – is it a linear thing or parallel? Some tasks can be done at the same time and others can be grouped together.For example: You have a small goat that is not as healthy as the others.  However, you want to reach your goal of selling the entire herd.  There may be several steps involved:
    • You may need to schedule a veterinarian to visit
    • Someone else may be in charge of administering medication
    • Another team member might need to arrange to keep the goat in a pen away from other goats that are bullying it
    • Then your goat will need to be weighed and measured to make sure it’s getting better, and so on…

    You’ll need to figure out which steps come first, second, third… etc, or which ones need to happen in parallel.  Are there steps your really don’t need?  Can you combine steps?  Lots to think about!

  4. Process Design: How will tasks be affected by each other?
    Link tasks together, creating a process workflow. Some of your tasks will naturally group together and others will fall independently in the order you organized them. I suggest creating a flow chart at this stage.Continuing with the previous example of the poor sick goat:
    Unhealthy goat > vet visit > nothing wrong > move goat away from others when feeding > monitor for improvement …etc. > something wrong > schedule and administer medication …etc.
  5. Process Development: What tools will you use?
    What tools will you need to ensure your operations run smoothly and is not too cumbersome?  Do you need computer or farm equipment technology?  Research is key to finding what you need. There may be an application that is geared specifically to goat farmers, build it yourself, or get outside help to build it for you.
  6. Executing the Process: Does your process work?
    Time to put your process to work. Do a test run with your team. Every farm hand who is part of the process has a duty to report any glitch in the operations or marketing your goat. So, go… try to break the process you just created by having all farm hands play in the operations sandbox.  Whatever they find will improve Marketing the next goat.
  7. Document, document, DOCUMENT!!! Write it down, review, update, repeat…
    It’s important to write down what happens at every stage of the process and any changes made in the future. What if one of the goat herders decides she no longer wants to be a herder.  Now she wants to be a vet.  So, she quits and goes back to school.  But she was really great at herding those goats!  The new herder has no clue on what he is doing.  BUT WAIT! You documented how the last herder did her job!  Woohoo!  Now the new herder can review the documentation and follow the process.  And, voila…  It works, and all is good in the goat world!
  8. Please repeat after us:  OPTIMIZE = SIMPLIFY   [drop the mike!]
    You may find that some grouped tasks can be merged into one task. Naming a goat and writing it a profile could be better as one task. Evaluate the pieces and parts to decrease time.
  9. Automate:
    Always save time where and when you can. There are so many automated systems and programs available to make marketing tasks easier. You could solve the feeding time issue with an automatic goat feeder, just make sure you test it several times so that it’s a good fit for your process before you start relying on it.
  10. Track, Measure, Analyze:
    Not sure if your process is working or if you are reaching the right people?  Track everything you do by creating data which you can measure and analyze.  This will help you prove if how you are marketing actually works.
  11. Repeat:
    Perform these steps again to ensure your processes are relevant and effective.

 

And the most important thing about your Marketing Operations is…

Keep it simple in order to make it as efficient as possible!  Too many widgets is simply that – too many.  Don’t over complicate.  Ask your users what they need in order to properly enable how they do their work.  Create processes that are instinctive and easy to use.  Then ensure everyone knows how to use it by training them on the greatest of all time Marketing Operations process you just created. And…  Boom!  Everyone is happy and they can go home on time (or early if your boss is super nice like ours!).  Ain’t it a marvel when stuff just works?!?!?

Let us help you:

If you have a goat or just about anything to sell but don’t have the time to establish a proper operations process for your marketing plan, let Key Paragon help you. We are a Marketing Solutions and Advisory firm.  We partner with our clients to address their most important marketing challenges, whether it be branding, strategy, process automation, social media, analytics, or marketing technology.  Happy GOAT marketing!

Contact us today and we will build you the Greatest of All Time Marketing Operations process!

Want to know more about How to Market Your GOAT?  Take a look at our other blogs here.

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Our Contributors:

Carrie‘s a strong believer in process, organization, and making smart data driven decisions.  She has led business teams in a variety of ways, bringing her expertise in process standardization, marketing operations, analytics, and project management throughout variety of industries, including B2B and B2C.

Whether she is working with external or internal clients, Carrie’s goal is to understand their needs, support, collaborate and provide excellent service.  “I am focused on achieving actionable data driven insights to improve response and operational effectiveness.”

Upholding brand integrity is something Shannon has been driven to do for everyone she’s ever worked with — an instinct more than a choice. She loves to get to the heart of a brand or product, learn about its heroes, understand its audience, and tell its story. Finding both science and art compelling, she studied biological science, business communications and design for print, digital and video media… leading her to the perfect blend: Marketing.

Her skills include creative team management, results-driven creative optimization, content development, and creative project management, as well as brand strategy. Learn more about Shannon’s career, brands and branding at her Uprise blog.

“Courage is found in unlikely places.” ― J.R.R Tolkien 

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