Estimated reading time: 6 minutes

One of the most common challenges in growing businesses—particularly in marketing or creative industries—is inconsistent process management. It’s an issue that can slowly drain resources, overwork employees, and create inefficiencies that stall growth. When I took on the role of COO at a social media marketing company, I faced this exact problem. Our team of campaign developers, responsible for matching influencers with brands, had no standardized way of managing campaigns, which hindered our operational efficiency. Each developer had their own system, leading to large variances in cost, missed deadlines, and team burnout.

The result? High operating expenses, mandatory overtime, and overworked employees to meet deadlines. This is how we transformed that chaotic process into a streamlined system that tripled productivity while reducing our cost of developing campaigns and contributed to our entry into the Inc. 5000, America’s Fastest Growing Companies.

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When I joined the company, the developers managed each campaign differently. No two developers performed their tasks the same way, which meant if a developer took a vacation or called in sick, their campaigns could be at risk. Developers couldn’t lean on each other for support, and there was no way to measure performance consistently. This lack of standardization caused significant cost variances from one campaign to the next, reducing operational efficiency and making it impossible to forecast expenses, improve margins, or identify our most and least profitable customers.

To solve this, I needed to dig deeper and understand why the team felt overwhelmed and why no two campaigns were alike. Here’s what I found:

•  Lack of standardization: Every developer followed their own methods, creating silos within the team. (Karbon – 5 reasons standardizing your process…)
• Overworked staff: Most team members worked well beyond 40 hours each week, leaving no room for cross-training, collaboration, or professional development.
• High operational costs: Without a standard process, we could not control or predict campaign expenses.

Clearly, we needed to create a unified, streamlined process that would reduce developers’ workloads, allow for teamwork, and reduce costs.

The first step was to identify repeated tasks in every campaign. Working closely with the team, we broke down the process into repeatable steps. We discovered that many of the tasks were administrative tasks that didn’t require the high-level creative input of a developer, which created new opportunities. Here’s how we approached the solution:

1. Map out the campaign workflow: We charted each step of the process to identify which parts were repetitive. These included campaign setup (data entry), influencer outreach, and initial customer brief preparation.
2. Automate where possible: We improved operational efficiency by seeking opportunities to automate tasks. By utilizing automation tools already in-house, like our CRM, we reduced the time spent on repetitive administrative tasks, allowing developers to do what we hired them for and focus on the creative aspects of the campaigns. (Forbes Advisor – CRM Automation: Definition, Tips & Best Practices)
3. Introduce developer assistants: Recognizing that not every task needed to be handled by a high-skill developer, we introduced developer assistants to handle the more administrative work. This reduced the cost per task and freed up developers to concentrate on high-value activities.

Example: Previously, a developer might spend hours gathering influencer details and designing campaign plans. Automation reduced this process to minutes, and assistants handled the repetitive administrative tasks, allowing developers to focus on crafting impactful marketing messages and inviting the best influencers to review the product. 

Once we had standardized and automated the repeatable tasks, the next step was to foster a culture of collaboration. The issue of developers working in silos was primarily due to the inconsistency in their methods. Creating a unified process empowered the team to support each other more effectively.

Here’s how collaboration improved:

• Cross-training: With standardized processes, team members could fill in for each other without fearing a campaign falling apart. We implemented cross-training programs so another developer could seamlessly step in if someone needed time off. (AIHR – Cross-Training Employees: 9 Practical Tips for Your Organization)
• Open communication channels: We encouraged regular team meetings to discuss campaign progress and share best practices. This open dialogue led to creative brainstorming sessions that further boosted team morale and improved the processes.
• Transparent measures set up career pathing: All team members knew how they were doing. Higher-performing developers were offered opportunities to lead, and assistants were transitioned into developers.

Example: One week, a developer needed to take sudden sick leave. In the past, this would have disrupted the entire campaign. However, with standardized processes and team collaboration, another developer could step in, and the campaign continued without a hitch.

The changes we implemented had a profound effect on the company’s operations. Here’s how:

• Triple the number of campaigns: We ran three times as many campaigns while reducing cost per campaign. By optimizing processes and creating developer assistants, we significantly increased our operational efficiency, unlocking the capacity previously wasted on administrative tasks.
• Lower operating costs: Our costs dropped significantly as we reduced wasted time and resources. Relocating work to assistants and automating tasks reduced the cost per campaign, making our operations more efficient and predictable.
• Improved employee morale: Developers were no longer overworked, and a better work-life balance increased team happiness. This created a more positive, supportive work environment, ultimately leading to better company results. (Harvard Business Review – 7 Strategies to Improve Your Employees’ Health and Well-Being)

Example: The consistent, measurable processes allowed us to identify the top-performing developers and recognize their contributions. At the same time, we could provide targeted support to those who needed it, ensuring that the entire team was moving forward together.

The transformation solved the immediate issue of inconsistent processes and laid the foundation for long-term success. We tripled productivity and increased operational efficiency by creating standardized workflows, automating repetitive tasks, and fostering a collaborative environment. Most importantly, we built a team culture prioritizing creativity and well-being, allowing the business to scale more effectively.

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If your company is struggling with inefficient processes, high operating costs, or overworked teams, I can help. My experience as a COO has taught me how to streamline operations, improve performance metrics, and create collaborative environments that drive success. Whether you need help with process optimization, crisis planning, or operational strategy, I’m here to offer solutions tailored to your needs.

Contact me today to schedule a consultation and transform your operations for sustained growth.