Give eCRM production teams the credit they deserve

I was a one-man band, and there will always be something left of it. Being the last link in a production chain is thankless! Anyone who has experienced it from the inside will tell you that being the one who pushes the final button, the one who has to make up for the mistakes of the previous links in the chain, the one who can make the last mistake is often a victim of intense pressure and stress.

However, there is often a lot of wealth in an eCRM production team

They are often "jacks of all trades". Stuck between product-oriented teams, in constant contact with the IT department, in charge of producing briefings and analyzing campaign statistics, they have a lot to offer. When you are able to do copywriting, code scripts in JS, understand some abstruse marketing terms and solve those #&@§*$% html rendering bugs in Outlook 2007, you can clearly classify them as a "one-man band".

Shortage of male orchestrators

But the perfect band leader is not easy to find. Today, on the job market, many production offers (often poorly titled "emailing integrator") do not find shoes at their feet. There are two reasons for this, the orchestra man has no trouble finding a job and his current employer does not want to let him go. Secondly, in the schools that could train the orchestra man of tomorrow, ... emailing and eCRM campaign management are not always part of the curriculum or in an anecdotal way. It's common knowledge that community management is cool, that SEA is the future of marketing and that email has been talked about for 30 years, but who really likes it?

The production team at the center of the world

Quite often, an eCRM production team (or whatever it's called in your company: EDM, Online CRM, Email Marketing, emailing) receives its orders from the outside, and is seen as a team of executors. But why? Why should the team in charge of your company's most profitable communication channels have to execute orders from the outside, without any exchange? Why shouldn't the hundreds of campaigns they see every year serve as a knowledge base to enrich your communications design processes? How many orchestras have not seen idiotic briefs, email creatives that look more like advertising posters than emails, long-winded copywriting on a landing page that wasn't asking for it, audience selections scraping the bottom of the drawer, without having any say in the matter, and thus creating gigantic frustration. Take care of your orchestra men! Put them at the center of your organization rather than at the end of the production chain. Give them some breathing space, and there's a good chance they'll give it back to you in the form of infinite ROI (or almost 😉 )! PS: By the way, if you're a one-man band, freelance (or looking for a job) and there's still a little room left in your schedule, don't hesitate to send your references to Badsender. We may need you.