How do you manage expectations when working with cross-functional teams, especially when timelines are tight? I recently had a launch where the client expected a 2-week turnaround, but our internal teams needed at least 4—and I got stuck in the middle trying to keep everyone happy. I ended up doing late-night calls and constant follow-ups just to keep things moving, and it still felt like I was letting someone down. How do you handle these situations without burning yourself out or damaging relationships on either side?

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Clear communication and upfront honesty go a long way. I always align timelines early with all teams and build in buffer time where I can. It’s about finding the balance between being realistic and staying flexible.

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You just have to learn to set realistic expectations, especially with the client. It's important to be firm, and not to be pushed around if they're making impractical demands. If you're making late night calls, which means you've got your own people working late at night, it's honestly just a result of poor planning. If you don't get a handle on things you'll drive your own talent away.

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It's better to underpromise and over deliver than overpromise and under deliver.

Start at the beginning with realistic things that can be accomplished. Everything goes south if you aren’t ever set up for success in the first place. When you are already in the middle of it, that makes things even harder to deal with. Learn from it and do better the next time.

Did the creative/team lead agree to the rush project before you agreed to it? That is key.

I also try and underpromise and overdeliver, especially if I know the turnaround time internally is going to take a lot of hounding on my part.

Without knowing what the deliverables were, some things to consider: what is driving the timeline and does everything need to meet it. Are there aspects of the deliverable that could be managed in 2 weeks, to help the client show progress to superiors, while granting your team 2 more weeks to deliver on the other elements

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