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Marketing leaders across the globe have a challenging job - to help their marketing teams remain aligned with company goals and contribute to bottom-line results. It's a tall order and one that is becoming increasingly more complex as technology saturates every area of business. For this episode of Modern Marketing Engine, Bernie speaks with Heidi Melin, Chief Marketing Officer at Workfront. She and the team at Workfront are enabling teams across all industries to do their best work.
Listen to hear the findings of the 6th annual Workfront 2020 State of Work Report. Heidi and Bernie dive deep into one particular finding - that work is getting in the way of work - and discuss how to address it.
One of the obvious conclusions of this conversation is that the way work gets done has changed forever, and will continue to change as technology advances. There are more opportunities for optimization and integration than ever before - but with them comes the possibility of confusion, distraction, delay in meeting project deadlines and unfulfillment among staffers.
The 2020 State of Work Report reveals 4 key themes
In this conversation, Bernie and Heidi dive into the most concerning of these issues - that work is getting in the way of actual work being done. Listen to hear Bernie and Heidi discuss how you can help your team overcome obstacles to real work so they can accomplish the things that really matter.
The 2020 State of Work Report reiterates a trend that's been happening for all six years of this report's availability. Workers report that they are only spending 40% of their time doing the work they were hired to do. That means 60% of the time they are doing tasks that are not directly related to their job description.
How can that be the case? Because workers are becoming consumed by tasks that are not vital to the primary focus of their role. What are the things that are taking up so much of their time?
Listen to learn how marketing leaders can address this startling trend.
Marketing leaders can help their teams improve the quality and effectiveness of their work by directly addressing the 40/60 split explained in the 2020 State Of Work Report. They should begin by asking a simple question:
How is work currently getting done in the organization?
Heidi says that the work team members do needs to be viewed as a "Tier 1" asset and given the attention that goes along with that priority. It's an approach that will bring many things to light - the need for tier 1 work tools is among them. Listen to hear more!
When you consider that 60% of the work getting done (including by marketers) is not directly related to the role workers were hired for, it begs the question what can marketing leaders do about it? Heidi suggests these 5 ideas…
1 - Improve goal setting strategies and practices
2 - Break your team into smaller, streamlined teams
3 - Increase specialization among team members
4 - Set realistic time limits for projects and prioritize to meet them
5 - Better manage workforce and workflow through better software and integrations
Listen to hear how these suggestions can contribute to greater success with your team's ability to get work done. You'll also learn how you can download your own copy of the 2020 State of Work Report from Workfront.
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