For most organizations, a marketing department is a cross-functional team, made up of two or three individuals who service a wide array of communications (inbound marketing, event marketing, social media, and PR) for the entire organization. When launching a new service, event, or marketing campaign, a marketing team has a lot on their hands—and people to answer to both internally and externally.
Recently at Summit CPA Group, we went from a team of four remote marketers, where two of the team members were independent contractors, to three full-time remote marketers. This change-up required our Marketing Manager to really look at the procedures set in place for a team of four and properly align a team of two.
“As the Marketing Manager at Summit CPA Group, I am in charge of a lot of moving parts, and part of my role is making sure that my team is aware of their responsibilities,” explained Kelly Schuknecht, Marketing Manager. “Streamlining our marketing and communications strategy with a proper workflow software brings the visibility and alignment we both need across the entire operation.”
For example, ongoing tasks such as sending out monthly client satisfaction surveys require timely distribution. There is also a strong level of detail needed to ensure accurate information from the list of clients is segmented. Video documentation simplifies the process by providing detailed step-by-step instructions. It also enables our team to incrementally improve the process each time we go through it.
With steps and due dates documented in one place, we have expedited the customer satisfaction survey process and ensured that everyone on the marketing team can jump in and carry out the task. This also ensures consistent delivery to our clients—which in return provides our virtual CFO team the valuable feedback they need to better serve our client base.
Most notably, Jetpack Workflow has been an exceptional tool for the marketing team with the recent launch of The Virtual CFO Playbook, an online course dedicated to teaching CPA firm owners how to build and scale Virtual CFO services drawing from the experiences, insights, and expertise of the team at Summit CPA. The launch of the course entailed timely and detailed steps that we were able to track and complete effortlessly using checklists, uploading image assets, and assigning team members. Marketing was able to complete tasks on time and in an organized fashion that could not have been streamlined elsewhere.
Since developing processes for our marketing department and utilizing Jetpack Workflow’s platform we have:
- Accelerated the onboarding process for new team members through documentation and video tutorials.
- Identified and reconciled roadblocks for ongoing tasks where marketing and internal teams crossed.
- Realized opportunities for streamlining processes.
- Accounted for important deadlines and milestones for marketing campaigns.
- Ensured we have the right person in place to execute each endeavor.
- Gained the capacity to spend more time on other creative marketing tactics for Summit CPA.
“I have never been at a company where there is a systematic tool that keeps a team on the same page throughout a marketing campaign or project and streamlines communication effectively. Typically, I am creating and sending various word documents or spreadsheets to reference and a whole lot of emails,” noted Sam Lankford, Inbound Marketing Specialist at Summit CPA Group. “During my first week at Summit, I had access to videos that showed me step-by-step instructions and documentation on processes that I could reference as I was handed more responsibility. I felt confident in my role within the second week of being hired!”
At Summit CPA, we’ve found Jetpack Workflow to be an incredible workflow software resource when it comes to documenting the process for the marketing team within our Virtual CFO Firm. For us, Jetpack Workflow has helped tremendously in keeping our marketing team aligned and working seamlessly together.
About Summit CPA Group
Summit CPA Group is a fully distributed accounting firm and leading provider of Virtual CFO Services in North America. In addition to providing VCFO coaching and CPA firm augmentation, Summit CPA Group is building a community of CPA firm owners who want to learn how to provide or enhance their existing VCFO service offerings. The CFO Community includes: free monthly CPE webinars, a Slack network, The Virtual CFO Playbook – a course dedicated to teaching CPA firm owners how to build and scale Virtual CFO services, and more.
About the Author
Kelly Schuknecht is the Director of Marketing at Summit CPA Group. Summit CPA Group is a fully distributed accounting firm and leading provider of Virtual CFO Services in North America. In addition to providing VCFO coaching, CPA firm augmentation, Summit is building a community of CPA firm owners who want to learn how to provide or enhance their existing VCFO service offerings.