How does work get executed on the brand side? I’m new at a health tech startup - theres no process and my team doesn’t like talking about process (oof).

CMO says we should do a small campaign about a topic.

My approach as the project lead:
- Write a brief about the audience, channels, messaging
- Share w marketing team to agree on deliverables
- Share w product/ops so they can enact changes
- draft, review, execute

What am I missing?

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That’s a lot of steps for a startup. Honestly, they probably expect you to do with just that last step: draft, review, execute.

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Most people only care about the deliverable, and are probably concerned about wasting time on extra steps.
The trick is to get agreement on strategy, and gather what you need in a seamless way. For instance, instead of filing a brief, you can guide the kickoff discussion with questions that are suspiciously similar to what you would put in your brief.

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This was the trick I was missing! It’s less collaborative than an agency. And people don’t want to be caught not knowing an answer in front of others. Thank you for articulating this!!!

I’m not sure about start up but I can outline how a big CPG does it as a simplified version:

Brief would be sent to Creative and Media and PR agency. Brief should be about audience and what you would like to achieve (Get ___ To ____ By _____) is what usually works and include budget

Two rounds of plans and feedback, plans would be close to finalized and then reviewed by leadership. Upon approval there would be production and then execution.

Try to create a work back schedule to help and add campaign check ins where possible. I hope this is what you needed?

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Can confirm. Love a good brief!

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where is your measurement plan? what are the kpi's and business metrics you're driving and do you have analytics queued up? is finance on board so you get credit for it?

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Define your key insight that drives your strategy.

Other things I’ve learned & I hope to god we get product managers soon lol

- Finance has to approve us making a change
- revenue cycle management has to flip the switch to enact the change
- operations has to prepare for a shift in demand
- customer service has to be ready to handle the change

And THEN we can send an email to our customers about it. I’m tired :)

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