Alina Kashapova, the leader and founder of Marketing Office, talked about the value of Worksection for the marketing team, the rules for working with clients and why it is important to learn to delegate.
About the company:
Marketing Office is an association of independent marketers and digital specialists whose mission is to provide top-quality, comprehensive marketing services and turn small Ukrainian businesses into big ones.
Marketing Office Team
How did the team come to Worksection?
I wanted the marketers SMM specialists, and the team as a whole to be more organized and systematic. I’d worked with Worksection while collaborating with various companies as a marketer That’s when I realized that going forward, I wanted to move the work onto some kind of task manager. At one of the team meetings, we realized we’d finally reached the level where we could roll out a system. Others were suggested to me, but I was already more inclined toward Worksection, so after testing it, I rolled the system out across all projects at once.
When we were just starting to work in the system, 8 marketers backed the idea, and only one girl said: “I can’t do this, I’m not comfortable with it.” That’s when I realized what a great team I’d built — that only one person pushed back.
What’s the overall goal of working with the system?
The global goal is to establish a culture of project management. Everything should be clear, and tasks should be clearly scheduled. The client has to see what we do, and they have to value it, just as the employee does.
Now my goal is to improve the quality of this community, because there are a lot of specialists in marketing, but at the same time, a lot of poorly qualified ones. This system and the way we work are a filter.
Does your team have rules for working with clients?
The first important rule is to be a source of inspiration. Picture the average entrepreneur who juggles a ton of tasks, hires a team, and steps out of their comfort zone because they’ve started investing in marketing. And we work in a way that, through both small and large results, does everything to leave them energized for further work and even better results.
The next thing is to bring the client a solution, not a problem. We try to solve any issue ourselves, or we tell them right away what options we see.
“You need to learn how to delegate properly”
There’s a very popular misconception: if you want something done well, do it yourself. That’s nonsense. You need to learn how to delegate properly, because if you don’t, it turns out badly. But if you build a team of the right people and set up an algorithm in a proper system, they’ll most likely do it even better.
Clients and Team
Who is Worksection right for, and when should you implement it?
These are marketing agencies — performance agencies in particular — as well as agencies that work with websites, offering a full package of development, promotion, advertising, optimization, and so on. And in general, really, all of marketing: SMM, targeting specialists, and so on.
The system can be implemented even with three projects. Clearly, with 25 members and 18 projects now, I can’t do without it. I need to open any project at any moment and see that the deadlines haven’t been missed there, how the work is going, and how many tasks are done. Without a service like this, you’re unlikely to be able to scale, because the quality of service will suffer.
Watch the full video interview with Alina Kashapova on our YouTube channel.