You are going to launch your new product tomorrow. But, the campaign master plan is on your marketing manager’s laptop and she’s not present at the moment. The marketing budget figures you urgently need were emailed to you after last night’s WebEx, but it is buried in a large amount of inbox content that arrived overnight. When this type of situation arises, everyone gets worried.
Sometimes marketing collaboration can be a bit a joke. Right? When it comes to collaboration, the communication department comes ahead. It works quite smoothly at quiet times of the year, but when deadlines are almost over and everyone is scrambling to support an imminent event, announcement or other marketing program, you need easy, instant and complete collaboration.
But today’s systems for sharing marketing content, including email, consumer file sharing tools, FTP, Share Point, etc. just don’t cut it. So how do you work?
Here are the eight golden rules of successful online collaboration.
Focus tightly on your Marketing Goal: Is it a Customer event management? Lead generation? Or a loyalty program? Don’t create another jumbled repository. Simply develop secure shared workspaces for each program.
Don’t go Supersize on the very first day: Start with small and then build slowly. Create a strategy that begins with a defined, manageable project with clear goals and learn from these incremental steps.
Be Inclusive: All relevant stakeholders need to be involved in sharing content, which also includes external agencies and other participants on the other side of the firewall.
Share easily and Often: Feedback and thoughts should be encouraged at every stage among employees. A two-way communication must be created and team members should be encouraged to share things they know are not perfect.
Deploy a platform everyone wants to play with: If you announce that you are using Share Point or similar complex collaboration platform, then expect the inevitable backlash. So, use a marketing collaboration platform that is simple to use, makes content sharing easy and requires minimal training.
Stop Spamming: Spamming is something unwanted when communicating online and it doesn’t only waste other people’s time, but also a sign of disrespect for it. Therefore, if you will have to share information, make sure it is relevant to the project: no more or no less.
Avoid Email Collaboration: It is confusing, non discoverable, lacking in security and over burdens users with content. Also, email is not a collaboration tool. So, you should avoid this.
Never overlook Deadlines: Ensure that the collaboration platform alerts stakeholders to deadlines, decision gates and other program milestones. Always make sure that the discussion doesn’t run away.
These were the tips that give you instant, cloud-based and secure, marketing collaboration through the firewall. Also, you don’t need IT support to get up and running either.