In every marketer’s career, we hear something that sounds like this: “I appreciate your high quality standards, but what we really need right now is QUANTITY.”
Here’s reality — those ridiculous, unrealistic people who nag you to lower your standards will never go away. Ever. Whether it’s the CEO, sales manager (or sometimes, yes, even your Marketing VP), someone will coax you to ease up on your quality standards for the sake of getting more done. The problem is, these well-meaning folks have no idea what “quantity over quality” really means, nor at what cost.
In a growing, entrepreneurial company, the demand for MarCom output will always exceed your resources to produce it. Your job is to manage it, not fall victim to it.
If you’re with a growth-oriented company (which is where I hope you are), the pressure is even greater, to the point of insane. Naturally you’re passionate about your craft and will do what it takes to move the company forward. If that’s who you are (especially if you’re a pleaser), you will set yourself up for failure.
Your passion will sign you up for unrealistic deliverables and, in the end, your work is sub-par and ineffective. You feel like a sell-out , look like a poor performer, and your boss is oblivious as to why you couldn’t manage his expectations.
So, what to do? Let’s get the textbook answer out of the way, first.
Make sure you have shared understanding of your company’s goals and how your efforts roll up to them (see, I told you it was textbook).
Here’s the kicker, though. It’s your responsibility to know the explicit details of these things, which means ASK, don’t just wait for someone to deliver them in a powerpoint presentation or on a poster. If you’re under pressure to to deliver more output, you need to understand what has changed — or should change — among these mission-critical elements:
- Measurable Corporate Goals
- Prioritization of Marketing Goals
- Strategic Marketing Plan
- Tactical Marketing Mix
If nothing else, Guy will open your eyes to the likelihood that your company goals are more subjective than you think. Don’t overlook the last bullet in this list, which is knowing what assumptions were made when the goals and budget were set.
Next up: my not-so-textbook answer for defending your right to preserve quality over quantity.