One of the most challenging things to do as a Marketing Team of One is to manage your boss or "manage up". If you are frustrated because your boss thinks they know more about marketing than you do, peppers you with emails, disrespects your time, or has no clue what you really do then this issue is for you.
An experienced marketer, I have worked with a variety of agencies and companies, primarily with a focus on technology. Have a passion for all things marketing, including community building, social media, content marketing, SEO, and analytics. I'm also a huge believer in developing a customer-centric mindset to fuel growth and success in all other areas. Currently, I am the Head of Growth at PromoPrep and publish a marketing newsletter. In my free time, I love creating digital art and biking.
Probably a song by the Spice Girls or from Hamilton.
I've grown the organic traffic on my personal website by over 300% when comparing the first 4 months of 2021 to the last 4 months of 2020. And posting a Bridgerton meme to the PromoPrep Twitter account that performed pretty well.
The importance of finding the right balance between organic and paid acquisition in a marketing strategy. It's an especially difficult challenge for small businesses or start-ups that want immediate growth but also need to cultivate brand relationships for long-term success.
Thanks for sharing, Chantelle! It's so great to get to know you a little better.
Does your boss:
Typically, if you are a Marketing Team of One, you are so busy with marketing strategy, execution, and fire-fighting that you aren't proactively managing up but in a constant state of reacting.
You can turn it around. Learn how to manage up. This does not mean "kissing up". Managing up is the skill of making both your boss's life and your life easier. It is setting expectations, listening to underlying needs, and providing value. It is also communicating what you need from them and speaking the truth.
Hopefully, this gives you some tools to manage up and position yourself as a marketing leader. Not every situation is fixable. There are some environments that are too toxic and some bosses that are unreasonable.
Google Data Studio is a free report builder that allows you to bring together your data sources, create a consolidated executive summary dashboard, and share it.
By default, reports in Data Studio get data from a single data source. To combine data from different sources, you can "blend" multiple data sources into one report.
Data Studio will not replace a good marketing database. Blending data is a bit limited. You can only blend up to 5 data sources. Also, there is only one way to combine the data, and that is with a left outer join.
Manage up by keeping your CEO up to date with a simple yet powerful weekly status report.
Your North Star is aligned with the company goal and the one thing that keeps everyone guided. Emphasizing the North Star keeps the focus on what's important.
Key Performance Indicators (KPIs) are metrics that show how you are doing compared to goals. Keep it simple and don't overwhelm with detailed data. You can always dive deeper if your boss requests more information.
This section is for important successes. Highlight accomplishments.
This section is to proactively communicate what were challenges and how your boss can help you.
Identify what your priorities are for the coming week. This tells your boss what you are going to be working on and allows you to take control of your time.
To make your status reports easy to produce, you could hook in your KPIs to automatically update your report. You could also use Trello or Asana to keep track of your tasks to help populate your wins, challenges, and goals sections.
The 2009 Pixar movie Up was directed by Peter Docter and co-directed by Bob Peterson. They also co-wrote the screenplay. He is Chief Creative Officer of Pixar and is the first person to win an Oscar for Best Animated Feature three times.
Here's a little about Peter you may not have known:
I don't know about you, but the montage of Carl & Ellie growing old together is a masterpiece. (I'm not crying! You're crying!)
Managing up is one of the most challenging things to do as a Marketing Team on One. I hope you found some ways to help manage your own boss.
If you ever have a question or need specific help, please reach out. I am happy to talk.
See you next week. Happy Scrappy Marketing!
P.S. Did someone forward this email to you. How nice of them! Subscribe for yourself.