Key Challenges in Pre-monday.com:
Before adopting monday.com as their work operating system, Motorola's internal marketing agency faced significant challenges due to the use of software that was not tailored to their needs. These challenges encompassed:
Inconsistent and Inadequate Information: The internal marketing agency operated in a fast-paced mobile device market, working with numerous retail partners across various countries, time zones, and languages. They struggled with receiving incomplete information required for creative projects. Creative requests often lacked essential elements like logos, artwork, legal text, timelines, and approvals. As a result, creatives spent time sorting through emails to find missing materials or engaged in extensive back-and-forth communication across time zones, impeding their efficiency. This led to longer project timelines, increased costs, errors in work, and missed deadlines.
Lack of Organisation and Prioritisation: The absence of a centralised system meant that creative requests from different channels and countries were not organised or prioritised effectively. This lack of organisation hindered their ability to manage the high volume of creative projects. Without a proper mechanism to manage requests, projects were delayed, and the team struggled to deliver on time.
Limited Visibility for Management: The absence of a comprehensive management tool resulted in limited visibility for supervisors and managers. This lack of insight into ongoing projects and team performance created various issues:
Data Compilation Challenges: Managers had to spend excessive hours gathering data needed for team management and responding to requests from senior management for key performance indicators (KPIs) and project statuses.
Ineffective Team Management: Due to the absence of clear visibility, managers couldn't accurately identify overperforming or underperforming team members or locate bottlenecks in the process. This hindered effective team management and project progress.
Demonstrating Value: The inability to showcase the agency team's value due to lack of proper data and visibility made it challenging to demonstrate their contribution to the business.
Use Case Description
Motorola's internal marketing agency is responsible for creating graphics and other assets to support its partnerships with telecom carriers and retailers. They have chosen to employ monday.com, a versatile work operating system, to manage and distribute these creative assets effectively, particularly for co-marketing efforts. Ensuring security control, they have restricted external partners' access to the platform, especially for new product launches.
Importance of Organisation: The ever-expanding responsibilities of the marketing team at Motorola prompted the need for a structured and organised system. Using monday.com provides them with a space to manage and coordinate their tasks, enabling them to keep up with growth and deliver effectively as an internal marketing agency. This level of organisation is vital for maintaining efficiency in an evolving work environment.
Regional Application: Motorola's senior manager of marketing operations and analytics in Latin America shared insights into how their regional team utilises monday.com. They rely on the platform to manage CRM projects, analytics, and regional activities tied to asset delivery. This structure is particularly beneficial for coordinating product launches across different markets, allowing for seamless communication between global and local teams.
Distinct Spaces for Efficiency: The creative manager for North America explained that they employ separate boards and spaces within monday.com. This approach helps manage incoming content related to product launches, ensuring clarity and preventing project confusion or overlap. They maintain a clear and organised workflow by creating distinct areas for global and North American teams.
Dashboard and Communication: The CRM project manager for Latin America highlighted the creation of dashboards within monday.com. These dashboards offer insights into the number of campaigns, channels, and pending tasks, facilitating effective project tracking. The platform also serves as a hub for team communication, streamlining collaboration and information sharing.
Daily Usage: Motorola's personnel emphasised the integral role of monday.com in their daily operations. The senior manager of marketing operations and analytics highlighted that monday.com is the first tool they access at work, underlining its centrality to their workflow. The senior graphic designer in Mexico echoed this sentiment, emphasising that the platform is a primary reference point for work progress and upcoming tasks.
Template-driven Approach: To maintain consistency across its marketing endeavours, Motorola has built a baseline set of marketing materials into a template. This template is utilised for each product launch, enabling the team to quickly adapt to new projects and ensure a cohesive brand identity across launches.
“There’s a certain baseline level of marketing materials that are needed for every single launch. We have that built out into the template that we leverage every time we have a new product.” Creative manager (North America)
Transition to monday.com: With the adoption of monday.com, Motorola's internal marketing agency found solutions to these challenges. The platform provided the following benefits:
Centralised Information: monday.com offered a centralised platform where all required information for creative projects could be stored, ensuring that essential elements like logos, artwork, timelines, and approvals were readily accessible. This streamlined the creative process and reduced errors caused by missing information.
Organisation and Prioritisation: The platform's organisational features allowed the team to structure and prioritise creative requests from various channels and countries. This improved project management reduced delays, and enhanced the team's ability to meet deadlines.
Enhanced Visibility: monday.com's reporting and visualisation capabilities provided managers with real-time insights into ongoing projects, team performance, and potential bottlenecks. This improved visibility empowered managers to make informed decisions and optimise team productivity.
Demonstrating Value: With the ability to showcase project progress, timelines, and the impact of the in-house agency team, monday.com facilitated demonstrating their value to the business. This allowed the team to highlight their contributions and secure support from senior management.
Motorola's Marketing Solution Requirements and Investment Objectives
In their pursuit of an effective solution to enhance their marketing operations, the decision-makers at Motorola outlined several key requirements and investment objectives:
Security: Security was a paramount concern for the marketing team, given the confidential nature of their projects, especially upcoming product launches. Keeping these projects confidential was crucial. The creative manager in North America highlighted the need to prevent leaks of sensitive information, such as product renderings and marketing plans. Motorola's security team collaborated with monday.com to thoroughly test and establish a secure system, assuring all stakeholders of data protection.
Intuitive Usability: Given that the team using the platform was not inherently technical and lacked experience with complex work management tools, the solution needed to be intuitive and user-friendly. It was essential that the platform could be seamlessly activated without demanding extensive training or ongoing software support. This emphasis on ease of use aimed to save the team time and effort, enabling them to focus on their core tasks rather than grappling with a complex system.
Flexibility: Flexibility was crucial to accommodate the evolving needs of the marketing team. The platform needed to adapt to changes in its processes and workflows. This adaptability was particularly important as the team transitioned from using external agencies for various aspects of their operations, such as digital media, social media, and CRM, to handling these functions internally. The solution was expected to seamlessly integrate with the team's evolving responsibilities.
Cost-Effectiveness: Considering the organisation's existing investments in work management, collaboration tools, and corporate communication forums, it was imperative to seek a solution that was cost-effective and aligned with the available budget. The marketing team recognised the challenge of securing approval for significant additional investments. Thus, the solution's implementation and management needed to remain within their current budgetary constraints.
In summary, Motorola's marketing decision-makers sought a solution that prioritised security, user-friendliness, flexibility, and cost-effectiveness. This comprehensive approach aimed to enhance the team's operational efficiency, maintain data security, and optimise their existing resources without imposing undue financial strain. The collaboration between the marketing team and monday.com to meet these requirements underlined the strategic significance of finding a solution that aligned with the organisation's unique challenges and goals.
Analysis of Benefits - Increased Creative Team Productivity
Evidence and Data: The senior manager of marketing operations and analytics in Latin America highlighted the transformation in team communication. Previously, teams relied on emails with varying structures, leading to inefficiencies. With monday.com, streamlined communication has led to significant time savings for the creative team.
Time Savings: Prior to adopting monday.com, completing a single piece of creative work took an average of 2 hours. Now, with the platform's integration, the creative team accomplishes the same task in just 30 minutes, resulting in a substantial increase in efficiency.
Centralised Information Access: The senior graphic designer shared her experience of searching for information across different platforms, causing delays of up to an hour. The implementation of monday.com has simplified the process, providing a single platform for required information, significantly reducing search times.
Efficient Approvals: The creative manager for North America emphasised the efficiency of approvals with monday.com. Compared to using traditional online forms, the platform has expedited approval processes, resulting in faster progress for creative teams.
Global Team Collaboration: The global director of CRM highlighted the platform's role in facilitating collaboration among creative teams across different time zones. The viewer access feature of monday.com has reduced the need for extensive email communication. Team members from various regions can now access boards to understand timelines and updates easily.
Behavioral Change: The global director also noted a shift in communication preferences, particularly during the pandemic. Text-based communication via platforms like monday.com has gained prominence, streamlining communication and fostering a more efficient work environment.
“We’re doing three times more with the same staff. We used to have an agency. Now, we have a project manager coordinating everything and this COE team, but we have increased our campaigns by three times with this change and by using monday.com.” Senior manager, marketing operations and analytics (Latin America)
Summary
The adoption of monday.com addressed the significant challenges faced by Motorola's internal marketing agency. By providing a centralised platform for information, enabling organisation and prioritisation, enhancing visibility, and aiding in demonstrating value, monday.com played a pivotal role in transforming the agency's workflow, efficiency, and overall effectiveness in the dynamic and competitive mobile device market.
“Seeing everything that the team currently has on their plate is absolutely the benefit of monday.com.” — Creative manager (Motorolla North America)
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