I recently reviewed with our production team the importance of why we have consistency and standards around the practices and processes of our business.
By way of background, some of the areas for which we have developed and manage standards include processes to:
- Create content like a publisher – creating content for multiple purposes and audiences through a single process (e.g. content for lead generation, lead nurturing & sales enablement)
- Produce webinars and all the various forms of content that results from it
- Produce vignettes – video-like content easily tailored for multiple audience
- Produce software demos – so that they are much more engaging and re-purposable than most
- Outsource automated lead management programs – Design, implement, on-board customers and operate the program
- Conduct content inventories & assessments – to align content to buyer roles, interest and stage; and identify content gaps and priorities
Now to “the Why” – why standards and consistency are important.
For our customers:
- Standards ensure customer expectations are met around the quality of deliverables
- Standards give customers predictability of deliverables that allow them to better plan programs – critical since our goal and measurement of success is always around customer outcomes
- Standards reduce turnaround time (by reducing the amount of cycle time spent on revisions and rework) – faster content time to market
- Standards ensure our costs are managed carefully on projects, resulting in the best possible rates for customers – cost savings
- Standards ensure our customers’ time is well-managed on projects – and our customer’s time is incredibly valuable, particularly when working with subject experts
- Standards ensure consistency (of brand, of voice, of presentation, of formats) across communications channels and content types
For our employees / team members:
- Standards ensure the quality of deliverables
- Standards reduce the amount of frustration caused through re-work or lack of direction
- Standards improve predictability of resource planning and scheduling
- And these are all important for team morale, performance and efficiency
What else have I missed?
In subsequent posts I will detail the standards we have established in the various areas of the business.