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The 3 Essential Steps to Turning Around a Digital Marketing Team | Perpetual Traffic EP 531
21 ideas de marketing sacadas de «The 3 Essential Steps to Turning Around a Digital Marketing Team | Perpetual Traffic EP 531», de Perpetual Traffic…
- 21 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 59 min
- Publicada en 2023
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Estrategia y decisiones de negocioEn conversaciones individuales de retroalimentación, confronta el bajo rendimiento comunicando que el colaborador no está rindiendo al nivel de su verdadero potencial. Este enfoque señala de forma directa que el resultado actual es insuficiente, pero motiva intrínsecamente al demostrar que el líder cree en su capacidad superior.
that in the clearest possible terms is you need to tell people what they're belong but we refer to this as radical C this is if somebody does something right tell them immediately if somebody does something wrong tell them immediately but do it in is really important is have Frank one-on-one conversations with your confrontation is I don't think you are performing as well as you think that you that this ends up self-motivating people think you're better than you think you are or I don't think you're performing up to your potential you can do what it does is it subtly tells them what they're…
Escúchalo en el minuto 37:12
Sistematizar la toma de decisiones de liderazgo convirtiendo soluciones en reglas lógicas automatizables
Estrategia y decisiones de negocioPara escalar la gestión de equipos y operaciones, los líderes deben convertir cada solución a un problema en una regla estructurada bajo la lógica condicional ('si ocurre X, haz Y') y automatizar estos flujos con herramientas no-code, eliminando la necesidad de programar.
encourage especially leadership if you're C Level director level it's really important that you have systems for your decision making uh it's critically important that you have systems for your decision philosophy and he says each problem that I solved became a rule which served afterwards to solve other problems and start to do do is all of the things that you do on a regular basis you can begin to automate them according to logic um and it's completely customizable you're you're effectively coding without having code software so if you're in a leadership position don't worry about not being…
Escúchalo en el minuto 8:07
Clonar a los empleados estrella perfilando sus rasgos clave en lugar de compensar con burocracia
Estrategia y decisiones de negocioPara construir un equipo de alto rendimiento, identifica a tus mejores colaboradores y desglosa sus características clave para usarlas como perfil de contratación. Intentar contratar a cualquiera y suplir la falta de talento imponiendo procedimientos estándar y burocracia termina degradando el desempeño del equipo.
this point a bit is if you have a star employee that you say you do a let's say you've got 20 people on your staff and like the to there's two people you're like man I wish I could clone them I list out all the characteristics of that person because that's the right person for your it was three main characteristics with some subtext we went and hired that person found that person attracted that person and that's what created our like they just lost it and they're like ah we'll just take whoever and we'll impose Sops and procedures and it'll become super bureaucratic and then the just the…
Escúchalo en el minuto 35:11
Estrategia y decisiones de negocioLos profesionales están dispuestos a asumir en promedio una reducción del 30% en su salario a cambio de obtener flexibilidad de horario y de ubicación laboral.
read this interesting article the other day they did a study and found that people are willing to p take a 30% pay cut if they can have uh flexibility in terms of time and location uh and 30% was the average that's not even the peak like 30% on average if they have time and location
Escúchalo en el minuto 32:59
Priorizar el tiempo de gestión en los mejores colaboradores del equipo
Estrategia y decisiones de negocioLos líderes deben dedicar la mayor parte de su tiempo y atención a los colaboradores de mejor rendimiento en lugar de absorberse en los de peor desempeño. Esto permite identificar y modelar las prácticas de éxito para enseñarlas al resto de la organización, además de desbloquear mejoras incrementales críticas mediante coaching individualizado.
S&P 500 company is that spend the most time with your best people because they're the ones no I'm gonna send spend all the time with my worst performers so that's the worst thing you do like you need to figure out a way to if they're your worst perform is like what is it is a training issue or is it a them issue you need to ask yourself that question but spend most of the time with your best people because they're the ones you want to model success and see what they're doing so that you can teach others first off but secondly it's like they're the ones who need a coach
Escúchalo en el minuto 46:10
Recompensar la colaboración y la iniciativa por encima del logro individual
Estrategia y decisiones de negocioEn la gestión de equipos de marketing y operaciones, premiar a quienes facilitan el trabajo de otros («la asistencia») genera más valor colectivo que recompensar únicamente a los ejecutores individuales («los anotadores»), ya que multiplica la capacidad resolutiva de la organización.
was uh I he rarely would reward High scorers but he'd always reward High back but like the assist man that's a that's a a tough skill to cultivate but when you cultivate it you become the most valuable person on the team because from being one entity that can score to five entities that can score um or can position for a score and if you apply on it it's not even his problem his job his department just I'm on it love those initiative yeah for me which is one of our five core values it's like those are
Escúchalo en el minuto 40:35
Estrategia y decisiones de negocioEl rol fundamental del líder es marcar una dirección clara e innegociable y exigir alineación total. Mantener un equipo de alto rendimiento en entornos competitivos implica aceptar que quien no comparta la visión o no logre mantener el nivel debe salir de la organización hacia otro entorno.
said all right here's where we're going here to win the NFC East that is our goal that is our singular goal and as a that direction and everything that I do and that you do should be aligned in necessarily put a stake in the ground and say Here's Where We Are here's where also means if you're not on board with this that's fine we can find you another place where you might thrive in a a but when you have somebody who can't we've let people go because they just couldn't continue to strive and stay you which we exist right now which is hyper have a mutual friend who says we we release them to the
Escúchalo en el minuto 25:18
Alinear la motivación intrínseca del candidato con las metas de la empresa en la contratación
Estrategia y decisiones de negocioPara garantizar relaciones laborales de alto rendimiento, la etapa final de contratación debe enfocarse en descubrir qué apasiona genuinamente al candidato y verificar si esa motivación personal coincide con los objetivos y valores estratégicos de la empresa.
it's it's in your best interest that we succeed it's in my best interest that you succeed we actually really want the want it's if it's perfectly in alignment we have a match here cuz what you want is the same thing that we want we want the same thing so we're United in that line because I have to find out like what is it that just makes you tick like what do you like what do you love doing what could you do all day like what just lights you up about this industry tell me what it is and then I what I try to do is align that with you can take that thing that you love and if that overlaps…
Escúchalo en el minuto 42:33
Estrategia y decisiones de negocioAl liderar equipos operativos o creativos (como agencias o media buyers), no se debe vacilar en asumir la autoridad ni suavizar el feedback; establecer expectativas claras, exigir estándares mínimos de desempeño y comunicar con franqueza directa («radical candor») es indispensable para conseguir resultados, especialmente en entornos virtuales.
here because you're you're ultimately if you're leading a team of media buyers or creative or whoever it happens to be maybe you're an agency owner you are leading a team to success to and I think this is an important thing and this is something that we refer to as radical cander is one of our core values from tier 11 I would highly recommend that you think about like how you want to do this is that especially in a virtual environment it's really important to tell people uh you know exactly what's on your mind and not soft soap it so what he says on the first day of training camp I lat on the…
Escúchalo en el minuto 22:01
Desarrollo de equipos de alto rendimiento mediante metas incrementales y validación del proceso
Estrategia y decisiones de negocioPara transformar un equipo estancado o escalar su rendimiento, se deben fijar metas inmediatas y alcanzables en vez de obsesionarse solo con el objetivo macro. Además, la retroalimentación del líder debe recompensar el esfuerzo, la toma de decisiones y la correcta ejecución del proceso diario (que están bajo control directo), en lugar de evaluar únicamente el resultado final, que suele ser variable.
more important to always build a culture means layering on little victories small in your business you know we don't Focus he says we don't focus on the ultimate goal which is winning the Super Bowl we establish goals that are within immediate reach okay incremental so complement those things the effort the journey not the result because the result is variable especially in every day it's like reinforce the things that people do well and then say these are the things we're going to work on tomorrow we're going to get better at and so you get a little bit better by
Escúchalo en el minuto 51:09
La inteligencia artificial amplifica tanto el talento como la mediocridad operativa
Estrategia y decisiones de negocioLa automatización y la inteligencia artificial actúan como un multiplicador de escala: si un operador carece de criterio estratégico, la IA magnifica los errores y la mediocridad a gran velocidad; en cambio, en manos de un profesional cualificado con pensamiento de alto nivel, multiplica exponencialmente sus resultados.
point the mistake they make it's no longer just one mistake they're now leveraging and amplifying their own mistakes right and so a bad employee hurts you more than a bad employee used to hurt you because they hurt you on an do think that with AI and all the magnify the potential inadequacies of your staff and if you've got a mediocre media buyer it might make them a good media buyer or it might just magnify their mediocrity on down the line is that if you don't at least control a part of the AI with some high level thinking then the AI is just this is a bad result so AI can magnify you know…
Escúchalo en el minuto 5:01
Priorizar aprendizajes y consejos de liderazgo de ejecutores reales sobre perfiles teóricos
Estrategia y decisiones de negocioAl gestionar o intentar revertir el bajo rendimiento de un equipo, es fundamental filtrar el asesoramiento y priorizar a líderes con experiencia práctica comprobada en entornos de alta exigencia, evitando marcos teóricos desarrollados por autores o académicos sin experiencia operativa real.
it's a lesson I learned the hard way is I try to only take advice from people that have actually done the thing and leadership and then see how often they've actually LED anything right some life because he actually did it and he did it in a high stake situation and academics that you know it's all made up it's all Theory so I I love learning you actually did the job you did the job and you're not now you're G to tell me
Escúchalo en el minuto 18:49
Estrategia y decisiones de negocioPara revertir el bajo desempeño de un equipo, es más efectivo establecer metas pequeñas y alcanzables de forma progresiva; la acumulación de mejoras incrementales y pequeñas victorias cotidianas es lo que construye grandes resultados.
Sunday so the point is is like every little step along the way especially if you have an underperforming team like all these tiny little incremental improvements that you can leverage with your team start to add up to the big wins the small wins eventually equal the big wins so confrontation is healthy but also set small goals and hit them and I
Escúchalo en el minuto 55:18
Estrategia y decisiones de negocioPara revertir el bajo desempeño de un equipo, es más efectivo establecer metas pequeñas y alcanzables de forma progresiva; la acumulación de mejoras incrementales y pequeñas victorias cotidianas es lo que construye grandes resultados.
Sunday so the point is is like every little step along the way especially if you have an underperforming team like all these tiny little incremental improvements that you can leverage with your team start to add up to the big wins the small wins eventually equal the big wins so confrontation is healthy but also set small goals and hit them and I
Escúchalo en el minuto 55:18
El talento requerido cambia en cada fase de escala del negocio
Estrategia y decisiones de negocioEl equipo que lleva a un negocio de 0 a 1 millón de dólares no suele tener el perfil adecuado para escalarlo de 1 a 10 millones o más; frecuentemente los problemas atribuidos a canales o adquisición son en realidad desfases de capacidad del personal interno frente a la nueva etapa de crecimiento.
submit that it's not people it's the right people because people is is people are important but as you grow as an organization the people that got you from zero to a million might not be the same people that can get you from a million to 10 million and 10 million to 100 million summertime and one of the big frustrations that that businesses have when they come to us sometimes isn't necessarily a traffic question it's a lot of times it's the staff themselves are just now overmatched because they can't get to that next stage of growth into this and it's the people that are the problem right now…
Escúchalo en el minuto 2:41
El peligro de sustituir la selección de talento por burocracia y procesos
Estrategia y decisiones de negocioAl escalar, las organizaciones corren el riesgo de volverse burocráticas e intentar usar sistemas y procesos para controlar personal mediocre, en lugar de mantener el estándar contratando y reteniendo únicamente al talento adecuado para su cultura.
point in a company where you become so big all of a sudden You' become so bureaucratic and then you rely on systems and processes to manage people as opposed to hiring the right people article here is finding the right types of people depending on you know what
Escúchalo en el minuto 28:39
Atracción de talento clave combinando arbitraje geográfico y alineación de visión
Estrategia y decisiones de negocioPara contratar perfiles de alto nivel sin pagar sueldos desorbitados del mercado local, conviene recurrir al arbitraje geográfico (contratación internacional o en zonas de menor coste de vida) y estructurar el proceso de selección en torno a una visión atractiva y valores compartidos.
know uh that's why I go watch offshore so go to where you can pay the most and to Arbitrage the workforce in a virtual environment and there's pockets talent and hunger in other countries that are outside of the us and we found some of those or even moving where you flexibility so you don't have to pay the most period full stop you have to pay the most within the confines of all the to have a higher Vision that people buy into and like for us is very very specific and we bring this through on every part of our interviewing process and we also weed out for our five core what attracts the right…
Escúchalo en el minuto 31:54
Las herramientas avanzadas e IA amplifican exponencialmente la brecha de talento
Estrategia y decisiones de negocioA medida que el marketing digital se complejiza, las herramientas modernas y la inteligencia artificial funcionan como palancas de apalancamiento masivo: en manos del profesional adecuado multiplican su valor por cientos, haciendo que la selección de talento sea mucho más crítica.
right so like things aren't getting easier they're getting more difficult yes but also the tools that we're using are massive leverage and so the right employee takes these especially the AI driven tools but all of these tools that we've we've been given access to and turns themselves into hundreds of times the value but the wrong employee good
Escúchalo en el minuto 4:37
El verdadero factor diferenciador (USP) de una agencia son las personas
Marca y posicionamientoEn empresas de servicios y agencias de marketing, los procesos se comoditizan rápidamente y las herramientas son accesibles para cualquiera, por lo que el único diferencial competitivo sostenible y propuesta única de venta (USP) reside en el talento humano.
I always say that an agency only has three things to sell processes programs and people processes are easily commoditized programs everybody has access to building your own proprietary program generally doesn't work out very few people can do it the real USP for an agency and then by extension for many businesses people so critically an agency only has three things to sell uh processes programs and people processes are easily commoditized programs everybody has access to building your own proprietary program generally doesn't work out very few people can do it the real USP for an agency and…
Escúchalo en el minuto 0:00
Para delegar con éxito es necesario comprender primero la operativa del proceso
Estrategia y decisiones de negocioUn líder no puede delegar adecuadamente una función si no entiende cómo opera en la práctica. Conocer el funcionamiento básico de las herramientas y el flujo de trabajo es requisito indispensable para identificar qué tareas son delegables, cómo transmitirlas y cómo establecer una supervisión efectiva.
know you Cann Out Source your push-ups in the right seats but if you don't know that a process is delegatable you can't delegate it and so you have to know enough about Process Management to know what to delegate how to delegate how to overview how you know what the oversight looks like so there is an element of you have to get in the weeds here a little behind our air table but if I didn't know how air table worked I never would have known to say hey Julian can you please go do this thing
Escúchalo en el minuto 10:11
Estrategia y decisiones de negocioUn líder debe creer genuinamente que los miembros de su equipo son capaces de rendir por encima de su propia autopercepción; si un directivo no confía honestamente en el potencial superior de un empleado, probablemente tenga a la persona equivocada en el puesto.
him is this that one line is when he said I think you're better than you think you are and they say that motivated me more than anything else and they thank him for that I think as a manager that's a pretty powerful statement if you don't think that about your people if you literally you think like you're lying to your people and saying that you probably have the wrong person on the
Escúchalo en el minuto 44:35
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