Database Administrator or Minister of Culture?

Many keepers of corporate culture complain: how can we “force” (their word choice) project managers to log data points and narratives at various milestones and thereby keep good records that enable marketing and business development staff to field new client inquiries about relevant work? The answer is simple and can be found in the Lean framework so popular today. Hire a marketing manager to keep a marketing database that is driven by the marketing department’s needs, and tie it to client billing.

I have known three firms within the last few years that struggle with maintenance of a marketing database. All three lack a marketing manager, or marketing database administrator. A fourth firm that boasts a healthy, well-utilized database, as well as high retention in marketing staff, has a different process. This firm requires all project management staff to send client setup forms and project initiation forms — information that typically goes straight to the billing office — to a marketing manager first.

The marketing manager examines the project data carefully for quality, records it in the database, assigns the root project number, sets up files per protocol, and then passes the form along to accounting. Essentially he or she is responsible for the marketing project database, which requires 1-2 hours per day to maintain. The rest of his or her day is spent utilizing this rich database. This marketing output work provides feedback to the job of quality-checking the input data that comes from those responsible for profit and loss and their project managers. The marketing manager is the link between what clients require — the “pull” in Lean-speak — and what information the project staff provide about current and recent projects. As it grows in size, quality and relevance, the database serves all marketing staff very well, so they in turn can serve internal and external clients very well. Several goals are achieved: the marketing database facilitates nimble and thorough responses to new inquiries, while corporate culture keepers can breathe easier knowing that the firm’s intellectual property records are alive and well.

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