Outcomes matter, but many industries, including marketing, still think about hours worked when it comes to performance success. This poses a problem. According to  research from Iceland, working fewer hours doesn’t affect productivity. And after the transition to remote work, people appreciate greater flexibility.

Basing success on how long people work leaves them spread too thin. In marketing especially, it’s about the quality of products, not the quantity. Marketers who are tied to their desks and forced to churn out campaign after campaign likely won’t be happy or successful.

So how can individuals focus on outcomes and make space for creativity? Here are three steps to get started:

1. Schedule thinking time. Most marketing folks start their days short on time. Tasks from the previous day might roll over, or a client might respond before the office opens. Suddenly, there’s no way to get everything done. When people do get a moment to themselves, an incoming email, phone call, or colleague might pull them away.

It’s easy to focus on the immediate things or get distracted by the daily goings-on. While it’s always important to accomplish tasks and shape the day around business goals, professionals need time to think. Carve out moments in the day for white space. Even if it’s just for an hour, this time leaves room to contemplate, jot down ideas, or focus on longer tasks.

2. Establish a system of support. Busy marketers understand the importance of systems, but sometimes they fall by the wayside when time is at a premium. However, systems are the solution. A standard operating procedures documents that detail current team assignments let other employees smoothly jump into roles.

Should someone be pulled into another project, a colleague just needs to read the SOP and take up the helm.

When going this route, proper oversight is necessary. It’s wise for direct managers to review these documents regularly and ensure nothing is missing.

3. Check self-doubt at the door. Self-doubt can be pervasive in an industry often rife with rejection. Working toward a self-distanced perspective allows creative types to take a step back. It’s all too easy to overestimate a campaign’s success or underestimate the time it takes to achieve results. A more realistic attitude can help marketers keep moving forward even in the face of rejection.

How long someone works doesn’t determine performance or success. Rather, focusing on this metric will cause the quality of work to decrease. Marketing professionals need to take time to think, create, and ideate, and their work will be better for it.

Among the tips is a suggestion to schedule thinking time and carve out moments in the day for white space.

 

 MediaPost.com: Search & Performance Marketing Daily