In this episode of Demand Gen U, the hosts discuss what happens when marketing plans get disrupted and how to adjust and refocus when new requests and challenges arise.
Episode Summary
The episode covers the process of prioritizing and refocusing marketing efforts, with practical frameworks for handling the inevitable scope creep that every marketing team faces.
Key Takeaways
1. Leadership Alignment
Get sign-off on your initial marketing plan from the leadership team. The hosts note they made a mistake by not sharing their plan broadly, which left them vulnerable when other teams made requests.
2. Strategic Prioritization
Marketing leaders must know how to prioritize and make tradeoffs. Saying no requires having tough conversations about what gets deprioritized, not simply refusing requests.
3. Practical Planning
Turn your marketing plan into a calendar and see where it breaks. The recommendation is to use project management tools like Asana, assign priorities and deadlines, and use t-shirt sizing (S, M, L) to identify resource conflicts before they become crises.