In Tune: Evolving Team Processes

Overview of the Session
Reece and Christina focused on the importance of operational efficiency and process management within organizations. They explored how implementing efficient processes can reduce project failure rates and improve overall performance. The session also covered digital solutions for managing workflows, automating tasks, and utilizing tools to enhance team performance and collaboration.

The Importance of Operational Efficiency
Christina began by discussing a staggering statistic—70% of projects fail to deliver what was promised to customers. However, with a structured management process, this failure rate can be reduced to 20% or lower. The focus was on excellence, particularly in faith-based organizations, where doing things with excellence is a key value. Christina emphasized that minimizing failure rates and improving operational efficiency is critical for delivering high-quality outcomes.

Reece expanded on operational efficiency, noting that as organizations grow, they often outpace their ability to manage that growth effectively. He explained that efficiency should be regularly updated to keep pace with growth and milestones. Reece pointed out that operational efficiency is often overlooked, leading to issues like bandwidth constraints, miscommunication, and feast-or-famine workloads, all of which hinder performance.

Key Indicators of Declining Operational Efficiency
Reece outlined several common signs of declining operational efficiency:

• Insufficient bandwidth despite hiring more staff
• Projects falling behind or miscommunication about deliverables
• Siloed teams leading to an “us vs. them” mentality
• Feast-or-famine workloads, where workloads swing between extremes
• Teams becoming paralyzed when staff members leave or new members join
• Lack of consistent knowledge about project status or required deliverables

He linked these indicators to the need for better systems, quoting Atomic Habits by James Clear: “You don’t rise to the level of your goals, you fall to the level of your systems.”

The Five Dysfunctions of a Team
Carly introduced Patrick Lencioni’s Five Dysfunctions of a Team framework, which includes:

• Absence of trust
• Fear of conflict
• Lack of commitment
• Avoidance of accountability
• Inattention to results

She emphasized the importance of creating a high-trust environment where team members feel comfortable giving and receiving feedback. Carly explained that when processes are efficient, teams operate with higher trust and better collaboration. Playing to one another’s strengths, knowing your team members’ skills and personalities, and fostering a culture of ownership and accountability were key points.

Adapting Processes to Evolving Digital Landscapes
Christina noted that what worked yesterday might not work today, especially in the fast-evolving digital landscape. She highlighted significant shifts such as the rise of mobile-first design, short-form video content, and AI integration, all of which demand changes to internal processes. Organizations need to adapt their workflows and tools to keep up with these trends.

Digital Solutions for Process Management
Reece and Christina discussed three key areas of digital solutions that can empower teams and improve efficiency:

1. Process Management Software (PMS)
   Reece emphasized the importance of finding the right PMS for marketing teams, as most tools are project management-focused and don’t offer true process management features. Essential features include automation, tagging for analytics, dashboards for transparency, and at-a-glance project updates. Popular PMS options mentioned were Monday.com, Adobe Workfront, Asana, Wrike, and ClickUp. The key takeaway was that teams need tools that fit their specific needs and workflows.
2. Cross-Application Automated Workflows
   Reece and Paulo discussed using AI-powered, no-code solutions like Power Automate to link applications and automate workflows. They shared examples of how these tools can automate manual tasks, such as processing PDFs or testing websites, to free up time for more valuable work.
3. Digital Asset Management (DAM)
   Reece highlighted the benefits of DAM systems, which help teams manage and track assets efficiently. Modern DAMs use AI tools for facial and color recognition, provide approval processes for asset usage, and offer meta-tagging for better organization. These tools reduce the time spent searching for assets and help teams maintain consistency in their content.

Key Questions for Reflection
Christina encouraged the audience to reflect on the following questions to identify areas for improvement:

• What areas have evolved, but your organization hasn’t adapted to yet (e.g., AI, mobile-first design)?
• Are there gaps in your current processes where things consistently fall through the cracks?
• What is your biggest pain point in terms of processes?
• Are you experiencing any of the key indicators of declining operational efficiency?