Part 4 - Effective Framework to Build Marketing Teams: Norming Stage
Continuing my four-part series on Tuckman's Stages of Group Development for marketing, today lets look at the third stage - Norming.
The previous articles can be found here:
The storm has passed and the calm is here.
In the Norming Stage (4-6 months), things starts to get smooth out. Team members at this stage begins to gel, collaboration improves, and there’s a growing sense of camaraderie. It’s like the storm has passed, and the team is ready to build a strong foundation for high performance.
Like I always insist marketing never grows without process and measurement and this stage is all about it.
Processes and Workflows:
Marketing is not a task, its an ongoing process. Building the right process is crucial.
Lets look at one important area of marketing and how to build a process for it.
Content Development: Companies jump into content creation without a plan and a process. A clear content plan should be in place before starting any campaign and at the top level the organisation should have a content creation approach based on AIDA (or a similar framework)
By creating a content development plan:
Here's an example of a content calendar: Notice the Target Audience and Offer/CTA columns, which help teams understand their focus and objectives.
Workflow: Each channel and platform operates uniquely, so marketing teams should document workflows both at a general level and tailored to each specific channel and platform.
Here's an example of social media workflow:
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Setting up & Reviewing Performance Metrics:
????????? ???????? ???????? ????? ????????? ???????? ??????.???Kural - 479
The prosperity of him who lives without knowing the measure will perish, even if it seems to continue.
This couplet from 2000 year old Tirukural best fits marketing. If we don't measure the spend and outcomes, it may appear that things are progressing, but it will ultimately lead to losses.
I recommend building clear KPI's at a channel level, platform level and at an individual level. Building clear Key Performance Indicators (KPIs) at the channel, platform, and individual levels is crucial for the success of any marketing strategy. KPIs provide a measurable way to track progress, evaluate effectiveness, and make informed decisions.
Challenges Managers and C-Suite Executives Face in the Norming Stage:
Maintaining Momentum: Ensure the team stays motivated and consistently follows established practices.
Ensuring Continuous Learning: Promote ongoing learning and professional development to keep the team ahead of marketing trends.
Monitoring Performance: Regularly review KPIs and performance metrics to keep the team aligned with marketing goals.
Adapting to Changes: Be flexible and ready to adjust strategies based on new data and market trends to sustain high performance.
Conclusion:
The Norming stage is where your marketing team truly starts to click, building the cohesion and collaboration needed for long-term success.
Sales Growth Officer at Datacaliper
7 个月Mani Maran Ramalingam great writing...! And use take aways of KPI. I like to have your thoughts about KRA in the same phase and that would be a great add on to this as feel like KRA plays a major role in achieving the goal.