The role of marketing is to create, communicate and seek innovative solutions, consistent with the company's positioning, that generate value for customers, but, to obtain satisfactory results, it is essential to establish routines and processes.
Otherwise, the chances of getting lost along the way are high!
In this text, you will learn what routines and processes are, the advantages of investing and how to organize activities related to the business's marketing, in order to improve operations.
How to structure routines and processes in marketing?
The marketing area of a company involves many demands and they all need to be integrated for everything to work well., because the ideal is to promote improvements and generate value, aiming for optimized results for your customers.
Therefore, having a structured pipeline, so that you have a broad view of the processes, will facilitate the progress of activities, as well as the generation of results.

The pipeline is a kind of map that comprises the entire work process of a given sector, in this case, we are talking specifically about marketing. Through it, it is possible to clearly understand issues such as:
- Average time taken to perform an activity;
- Team efficiency level;
- The step-by-step guide to what needs to be done to complete each task;
- Understand which part of the process needs improvement;
- Among others.
Do you understand the importance of a pipeline? Now we will give you some tips for structuring routines and processes in your business:
Set clear and measurable goals
It is essential to know where you want to go, that is, the results you want to achieve.
Set objective and measurable goals. This will enable you to create the best strategies, analyze performance, and make the adjustments that need to be made to meet your goals.
Understand what the current processes are
How is the company's current organization working in relation to marketing operations?
To understand the processes in more depth, make a flowchart, including the flows of current activities, the time each of them is demanding, in short, all the steps with the paths taken to deliver a task, for example: briefing, research, execution, review, approval with the client, posting schedule.
There are some tools for formulating maps and flowcharts that can help you make this design:
- I look;
- Monday;
- Asana;
- ClickUp;
- HubSpot;
- Run Run it.
Analyze current processes
Goals defined and flowchart created, it's time to analyze everything carefully and better understand the bottlenecks in current processes.
With this organization, try to identify the flaws, what may be preventing you from achieving your goals and what is taking up too much unnecessary time and can be improved. It is also important to point out what is working well.
Make the necessary changes
After careful analysis and identification of the positive and negative aspects of current routines and processes, it is appropriate to initiate changes and change course if necessary. Start cutting or implementing new steps that meet the established objectives.
Of course, some changes require planning, but here it will be possible to draw up an action plan, with deadlines set so that a better process works in practice.
Production of internal materials with the company's new routines and processes
It is essential that employees understand the company's routines and processes, and more than that, have easy and quick access to them for consultation in case of doubt.
Our tip is: produce playbooks, materials with useful and necessary information about your business processes. Include important information about all stages of the activities.
This reduces the likelihood of error and allows the team to continue working more smoothly.
Furthermore, how about creating a marketing plan with detailed information about the company's target audience, visual identity, tone of voice and brand communication?
Having this foundation is crucial so that employees know who the company should talk to, who the company's communication, content and all materials should be directed to.
Team Training
It is also worth providing training for the team, to reinforce the processes and answer any questions employees may have. Ideally, this training should be ongoing.

Marketing KPIs
How do you measure the performance of your business's marketing activities? It is important not only to create good digital marketing strategies and implement new processes, but also monitor the results.
Marketing KPIs (Key Performance Indicators) are key performance indicators. Defining what can serve as a parameter for analyzing metrics is crucial to having routines and processes working well.
Examples of KPIs:
- Conversion rate;
- Leads generated;
- Traffic sources;
- Total revenue.
After making changes, it is important to regularly evaluate what has adapted well and what can be improved, or even cut, in order to optimize performance.
Tips for maintaining efficient and productive routines and processes
Some practical tips are essential to keep routines and processes flowing efficiently:
Set the time for production of each activity
Of course, several factors influence the delivery of an activity, however, when there is no interference in the process, they can be delivered with quality and on time.
Ideally, the company should know how long it takes to carry out and complete the activities involved in marketing, such as creating content, videos, creatives, texts, etc. This way, it is possible to establish coherent deadlines.
Use marketing automation tools
Automation tools are an excellent way to standardize processes, optimize time and analyze the performance of activities, as well as the professionals responsible for carrying out the task.
With this, you can automate repetitive tasks, such as sending marketing emails, scheduling posts on social media, among others.
Read also
delegate tasks
What depends solely on you and what can be delegated? To maintain organized routines and processes, it is crucial to prioritize what only you can do and distribute the remaining tasks to other professionals on the team.
Stay updated
This includes you and your team! It is essential that marketing is always aware of the latest developments in the advertising market and stays up to date with tools and platforms that can provide solutions and improve routines and processes.
Learn from mistakes
Routines and processes help keep the company organized, optimize results and reduce errors. But they are part of life, aren't they? So learn from them and do even better.
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Benefits of having routines and processes in marketing
To be successful in your company's digital marketing, it is essential to develop a series of tasks, which include planning, strategies, content creation, campaign and lead management, paid traffic, among other activities that promote results.
How much work, right? So far, we have seen that marketing encompasses many functions, and this requires qualified professionals, as well as attentive marketing management to monitor operations and ensure the smooth running of the sector.
To achieve this, it is extremely important to have well-structured routines and processes. In fact, they are the key pieces to guide the company and its employees on a daily basis.
This means that routine activities flow more quickly and errors are significantly minimized, improving results.
Check out how defined routines and processes can optimize company results:
Broad Marketing View
Routines and processes are crucial to seeing what is working and what is not.After all, if you can't have a clear and objective overview of operations, how will you be able to implement improvements?
E We are not just talking about the results related to marketing campaigns, but rather everything that is important for the progress of the sector's activities, such as systems, employee productivity, among other issues.
This way, it becomes easier to identify unnecessary expenses, which requires little or no effort, and then direct tasks and improve operations, including profit.
Increase team productivity
When routines and processes within the company are well aligned, doubts among employees are fewer. Professionals are able to manage their time better and organize themselves more efficiently to carry out daily activities.
Making more assertive decisions
More assertive decision-making is based on data and not on guesswork! Therefore, organizing business processes is extremely important to obtain information that is, in fact, relevant to the company's growth.
Meet GS2 Digital Marketing
If you are looking to build a successful business that really makes sense and brings value to your brand, get to know GS2 Marketing Digital, an agency specialized in inbound marketing, with a total focus on results.
We use the best digital marketing tools to produce assertive content for our clients, with creative and remarkable actions.
This seriousness and intelligence in digital marketing provides recognition from many of our clients, for whom we have become a lead generation and conversion machine.
