Ah, documentation—the often-underappreciated backbone of any efficient team! While it might not be the most glamorous part of marketing, good documentation is a strategic asset. It ensures clarity, consistency, and continuity, all of which streamline processes, enhance team alignment, and support faster, more effective onboarding.
When I joined my current team, I dove straight into marketing attribution without much of a handover. No guide, no one to clarify assumptions—it was a classic “figure-it-out” moment. And while I did have documentation to reference, it wasn’t perfect; there were gaps and ambiguities that slowed me down. But even in that rough form, the documentation was invaluable. It allowed me to understand our framework, see past decisions, and avoid costly missteps.
Creating resources like cheat sheets, process flows, and quick-reference guides is a real time-saver. By documenting key processes, you not only make them repeatable but also preserve the team’s insights and strategies. And with stakeholder conversations, documented case studies or campaign records can provide strong, data-backed insights. Imagine showing the impact of a past campaign with hard metrics and the documented resources it took—that’s valuable information that can justify additional budget or support for future efforts.
Keeping it practical is key. Google Docs, Sheets, or a shared drive are often sufficient for drafts. Organize everything well and make it easy to find so the team can truly benefit from it. And, importantly, update it regularly. Documentation should evolve with your processes; when it’s current, it enables better decision-making and keeps the team agile and informed.
In short, documentation is a powerful tool in any marketer’s arsenal. Investing in it today means you’re not only building a stronger, more efficient team but creating a culture that values clarity, learning, and continuous improvement.