Cross-department communication is a common issue many digital marketing agencies face. While internal teams such as Project Management and Operations Management may run smoothly on their own, there’s often a breakdown between the two. Whether that’s due to a lack of instruction or a failure to ask for clarification, both communication silos don’t just hurt internal teams; they show up in the quality of the work that gets delivered to clients, and that’s where the real problems present themselves.
As a top digital marketing agency servicing the entire US (and abroad), SmartSites is tasked with doing a LOT. Whether it’s SEO, PPC, Social Media Marketing, Web Design/Development, Email Marketing, or ad-hoc consulting services, clients come to us for our expertise. But when Project Managers and Operations Managers don’t communicate effectively, that expertise appears more chaotic than helpful. What’s an agency to do? Who’s to blame?
In Interdepartmental Communication, No One is to Blame
This is the most important thing to realize. A breakdown in OM-PM communication isn’t a blame game. It’s not about pointing fingers or figuring out who needs to be axed. Instead, it’s about refining processes. It’s about slowing down, getting more specific, and prioritizing being detail-oriented, especially in the beginning stages of any given project.
The Role of the Digital Marketing Project Manager
The name of the game is clear communication. As the Project Manager, it’s on you to lead that charge. Think about it – you’re managing the project. Essentially, you’re directing this show. You’re the traffic controller. These analogies could go on, but you get the gist. Assumptions lead to issues and any company that prides itself on running like a well-oiled machine (okay, last, metaphor) can’t risk coming across like clunkers.
The Project Manager has to go all the way back to the basics. Think of the Operations personnel as if they’ve never seen a project like yours before, kind of like aliens traveling to Earth from outer space. If you were describing how to drink a glass of water to an alien, you wouldn’t just say, “Take a sip.” You’d say, “First, hold the glass firmly in your hand with a strong grip so it doesn’t fall. Next, lift the edge of the glass to your lip and gently tip it backward so the water goes into your mouth.”
Long story long, OMs need more details. PMs shouldn’t assume that OMs will automatically know what to do. Some will and some won’t need as extensive of instructions, but if you’re noticing issues with quality and find that tasks have to be redone more often than not, it could be due to a lack of specificity.
As a PM, even if you’ve assigned a task 100 times, you need to start from the beginning. The processes may not have changed but the people doing the jobs might have.
A quick note about delivering information: keep in mind that too much information can sometimes be just as detrimental as too little. We’ve all dealt with information overload. Once you hit a certain point, people check out. Prioritize delivering the right information. PMs should give the OMs what they need but make sure it’s relevant and not a stream of consciousness. This isn’t your personal journal or notepad. Keep it clean, sharp, direct, and intentional.
TLDR:
- SLOW DOWN! Read the entire task description so you, as a PM, know what information you need to provide.
- Get detail-oriented! This is especially important in the beginning of projects and when there’s an escalation. Once you get into a groove, you may be able to dial back the amount of instruction you provide. However, in the beginning, pretend that OMs are total beginners because in many cases, they are. You don’t know who’s working on your project at any given time. Assuming a “they should know” mentality isn’t the attitude to aim for.
- Find the sweet spot. This is the middle ground between too much information and not enough.
The Role of the Digital Marketing Operations Manager
One of the many awesome things about Operations teams in digital marketing agencies is that they’re pretty great at following instructions. OMs will do what they’re told to do, but… when they’re not given sufficient information about what they should do, they’ll make assumptions. This happens for a number of reasons:
- They have deadlines to hit and waiting/asking for more information may lead to delays.
- They may find PMs or clients to be unreceptive to their requests.
- It’s easier just to not ask. Let’s face it: it takes extra effort to ask follow-up questions. Still, doing so shows you care, and you need a little more energy behind the gas pedal if we’re going to remedy these issues.
The good news is that these are all obstacles you can overcome. For OMs, it’s about asking for clarification. Unsure of something? Feel like the information provided was too thin and insufficient? Ask for more! Sometimes PMs won’t be able to give it, but that doesn’t mean you shouldn’t ask. Rather than assuming an answer, OMs should prioritize clarity. It’s always better to double check something you think you know the answer to. Both PMs and clients appreciate this extra step, as it shows you really care about getting it right. That level of dedication goes a long way in client satisfaction and retention rates.
The Client Retention Factor
OMs need to be more proactive, especially in the beginning stages of a project. SmartSites Co-Founder Mike Melen attest to the fact that the first 100 days of client engagement are the most critical. This is when clients are most likely to cancel – or not. It’s during this time that the details matter the most.
Designers: Not sure if a client prefers Cerulean Blue or Midnight Blue for a background (because the workbook just said they like blue)? Ask!
Writers: Unsure as to whether or not the client is okay with bullet points or would prefer long-form content? Verify with the PM.
TLDR:
Operations teams must prioritize open communication.
What’s Next for Internal Communication?
Contrary to popular belief, a lot of this isn’t common sense. Even in this heavily digital industry, you have to remember that you’re working with people and not robots – and that that’s a good thing! Your team is made up of individuals with smart, beautiful working brains and it’s up to you to use them to their full potential. One of the top reasons clients choose one digital marketing agency over another is the care and dedication they receive. Instead of trying to pass the buck, move a task onto the next team as quickly as possible, and try to get things off our plates, OMs and PMs need to make sure they’re doing the absolute best job possible before handing things off.
Sure, that might take a little extra time, but it will also reduce the amount of rework that needs to be done. That’s going to save a lot more time in the long run.
PM – OM communication isn’t just about reducing frustration between internal teams. It’s imperative for overall quality control. Remember, this is within your control. It’s up to you to take the reins and work as a team.
Work with a digital marketing agency that prioritizes exceptional internal communication and you’ll see the benefits in the work that gets produced. To learn more, reach out to us at SmartSites today!
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