Does your organization support the professional development of its in-house marketing and communications department? Are your staff members committed to continuously improving their performance and results? Our functional excellence methodology — designed especially for marketing and communications pros — can help your team be strong and successful.
What is functional excellence? It’s our proprietary professional development approach for helping in-house marketing and communications teams to become stronger and more effective, enabling them to thrive as valued resources that significantly contribute to their organization’s overall success.
At The Fairmount Group, we don’t want to just make our clients look good – we want to help them achieve excellence in all they do. Taking a cue from process improvement systems from other industries, such as Lean Manufacturing and Six Sigma, functional excellence gives marketing communications professionals the tools to continuously and exponentially improve their performance and results.
The Fairmount Group has identified six core elements as the basis of functional excellence in marketing and communications:
- Process Management
- Performance Metrics
Just as an organization has a strategic business plan, the marketing and communications staff should have their own functional strategy to guide their focus. A strategic marketing and communications plan essentially serves as a roadmap for individuals and teams, while ensuring alignment with the organization’s business goals.
The organizational structure of marketing and communications staff should be designed specifically to support the achievement of the functional strategy. For example, if improving internal communications is a key goal, then your organization should dedicate some resources specifically for that purpose.
Organizational leaders should be clear about what skills and competencies they expect of their marketing and communications staff. In addition to the basic requirements for employment and the general leadership skills expected from managers, marketing and communications professionals can offer a broad array of competencies specifically to their functional disciplines.
If outstanding writing skills are a required functional competency, the organization should hire only experienced writers – and provide training support to any current staff members who need to strengthen their skills. And what about technical savvy? Would your organization hire any marketing or communications professional today who doesn’t bring social media skills?
People cannot adhere to rules that don’t exist or only exist in the heads of executives. Marketing and communications teams should work with the leadership to define and articulate clear policies related to their function. For example, what is the policy about who can speak with the news media? What are the rules about employees participating in social media on behalf of the company?
It’s not just for engineers anymore. Marketing and communications teams can also benefit from clarifying their core work processes as they strive for continuous improvement. Whether it is defining the news release approval process or establishing a common approach to project management, process management is a proven methodology for saving time, money and frustration.
The old adage is true — what gets measured gets done. Now more than ever, marketing and communications professionals understand the importance of documenting and delivering measurable results. A combination of qualitative and quantitative methods will deliver insights — and often proof — of the return on investments into marketing and communications activities.
Does Your Marketing and Communications Staff Need Professional Development Training?
Contact The Fairmount Group today to learn about how our functional excellence methodology can help make your team stronger and more successful.