Whether you’re at a startup or a long-standing business, introducing process in the workplace is going to help you get things done faster. Yet many people in roles of authority shy away from the ‘p’ word because they think it will stifle their ability to get work done. What they fail to see is how avoiding process has extreme ripple effects throughout the business and inhibits the ability to achieve good, quality outcomes. Process can be simple – it doesn’t have to mean miles of red tape – but it does enforce accountability.
A Cautionary Tale
While introducing some semblance of process will help in any area of a company, let’s use the example of a product launch. A tech company is gearing up to launch a highly anticipated product, but in the absence of any real process, ownership, or accountability, the launch invariably encounters many challenges.
1. Lack of Process:
Without a structured process, there is confusion about the sequence of tasks and responsibilities. Marketing may create materials without final product specifications or with wrong product images, and the sales team may start plotting out sales strategies without knowing the real product benefits or differentiators. This lack of coordination results in disjointed efforts and a lack of alignment across teams, not to mention a whole bunch of confusion and a dash of resentment for all the rework.
2. Lack of Ownership:
Without clear ownership (and the responsibilities that come with it), you’ll quickly get into a situation where no one is responsible for their part of the launch, greatly impacting the entire launch. Product features, marketing content, and sales strategies are developed in silos without a cohesive vision. This lack of ownership results in a disjointed product narrative and a diluted and confused brand message.
3. Lack of Accountability:
When there’s no accountability, tasks will be delayed or purposefully overlooked to avoid doing the work (you’d be amazed at how the chaff easily gets separated from the wheat here, but that’s an entirely different article). Deadlines for product development, content for marketing campaigns, and sales preparation become subjective, leading to a haphazardly rushed launch in the end. Without clear accountability, there’s no one to address issues or ensure that necessary adjustments are made.
Failure Summed Up
- The product launch lacks a unified message, causing confusion internally, and ultimately with prospects or customers.
- Marketing materials do not accurately represent the final product, are off the mark, and are not compelling enough to entice customers.
- Sales strategies are not optimized, resulting in frustrated sales reps and lower-than-expected sales.
Embrace Process and Work Smarter, Not Harder
Without proper processes, ownership, and accountability, you’re fueling inefficiency, frustrating employees, and negatively impacting your business. You’ll never scale with this approach. As Albert Einstein put it, “The definition of insanity is doing the same experiment and expecting different results.”
Stop the madness. If you don’t have the bandwidth internally, get some outside help (we happen to know some people). Start in one area, focus on implementing a process, or improve what you already have in place, and get ready to see some immediate improvements.
– The Trident Team