I despise corporate bureaucracy.
I loathe it. I hate it. (If you can think of other words that project utter disdain, send them to me).
I believe that corporate bureaucracies stifle creativity, increase employee dissatisfaction and slow progress. And occasionally we see corporate bureaucracy slow the implementation of call tracking software and other essential programs.
I get it.
I understand that companies–especially big companies–move like giant ships. They’re hard to turn, difficult to steer, and even more difficult to manage.
The wheels grind slowly…
I understand the checks and balances are critical when you’re talking about a multi-million dollar, or even billion-dollar business.
I understand that marketing analytics decisions are big ones. Marketers want to be sure that they are gathering all the data they need to gather. They want to make sure the tool is a perfect fit.
I understand that budgets are tight, that pennies need to be pinched, and ROI needs to be managed.
I understand all that.
But come one people! Implementing a call tracking solution isn’t like choosing a spouse or finding a job. It is a massive decision, yes, but it shouldn’t take YEARS to implement.
Here’s a scenario:
A Director of VP of Marketing loves Convirza, wants to implement it and wants to begin gathering call analytics data immediately.
They recognize that they are likely losing money because they aren’t tracking calls effectively. They recognize that they are likely failing to measure ROI. They recognize they are failing to attribute accounts. Or, if they use call tracking, they recognize the system they’ve been using has some rather substantial deficiencies.
In either case, everyday without implementation amounts to money being lost.
Typically the marketers we talk to want to move forward rather quickly. But then they have to get other departments involved. They want to talk to someone in IT about telephony. They want to talk to other department heads, legal teams, consultants and their in-laws (joking about that one). On it’s face, this isn’t bad. It is good, even essential, to get buy-in from everyone.
But here’s the problem: sometimes it takes way too long.
Inevitably the person in IT, or legal, or sales, or operations doesn’t view call tracking implementation as a high priority project and months later nothing has happened.
Meanwhile, marketing is still losing money. They’re still languishing on a third-rate call tracking solution.
Can’t this happen more quickly? Can’t the implementation of new tools be sped up?
Obviously, the scenario I described above is not exclusive to call tracking. Any new program, policy, platform or product can get caught in the jaws of endless corporate bureaucracy. And lest you think this is only a problem for major corporations…it isn’t.
We’re not all that large, and it happens in our company occasionally.
Here’s my point: every single person at every single company has to fight to cut through the corporate bureaucracy. Essential programs, processes, and products are being slowed because of the muddy bureaucracy.
Do you know what happens when there’s too much bureaucracy?
That’s right. Nothing.