Once we feel we have a process in place that accommodates the unique complexities of one of our marketing operations, the next step is to figure out how to make it work. It’s one thing to know what roles, steps, assets and decisions an operation requires. It’s another to make all of the connections, enable the collaboration and retain some level of control over making it happen. Much of the time we are forced to turn to what we have at hand – spreadsheets, email, phone calls and general-use project and resource planning platforms – to try to make the process work. Suddenly the process that seemed so masterfully tailored becomes a pain to put into action.
Understandably, we don’t want to change a process that has been created around the specifics of our operation. Unfortunately, when we go looking for ways to make carrying out our process less of a pain, we are faced with options that would alter, if not scrap, the process or even hand complete control over to a third party. That’s the point at which acceptance of pain that’s familiar wins out over the pain of starting from scratch. It’s also when marketers become reluctant to change the way we do what we do.
That’s not to say that such resistance to change is right, wrong or indifferent. It does, however, answer the question, posed two days ago, of why marketers are reluctant to change when it comes to the way we do what we do. It also brings to mind the rationale that we should not universally avoid changing the way we make our processes work.
While it may not seem as such, there are solutions for marketers, purpose-built for specific jobs, that adapt to the processes we already have in place. Change does not have to mean starting over. Change can simply be an exchange of one tool for another that is more efficient; for one that enhances the process and makes it work like we know it can and should. Change in the way we do what we do as marketers is not always something to resist, fear or avoid. When it’s right, when it works with us and for us in the way we want it to, internal change is something for marketers to embrace as much as we hope we can effect change in the marketplace!