Here's a challenge for you: Without asking anyone, write down who manages each of your organization's communication channels, right now. Who has admin access to Facebook, Instagram, and LinkedIn? Who can log into them via two-factor authentication? Who updates the website? Who sends the newsletter? Who owns the Canva account and has access to your logo files? 

If you couldn't answer every question with confidence, unfortunately you’re in good company. Unclear communications roles are one of the most common issues we see in growing organizations.

At some point in many projects, you find yourself at a crossroads where the lines between marketing and operations blur. The creative brief said brand strategy, but then the conversation drifts into internal alignment. Then comes organizational structure, workflow tweaks, maybe even a product shift. Suddenly, the marketing and communications project has somehow jumped from shaping perception to shaping how the business actually runs.

This is where things get interesting. And occasionally, tricky.

A strong marketing campaign looks effortless. It’s an easy, breezy, and resonant message that magically pops up in our feeds, screens, and environments overnight. While we want our audience to see it this way, don’t be fooled, marketer: Successful campaigns are strategized months (if not years) in advance.