As an entrepreneur, time is your most valuable asset. With so many moving parts in running a business, it's essential to focus on the activities that drive growth while delegating tasks that can be managed by others. However, when it comes to marketing, delegation requires careful planning to ensure your brand identity remains consistent. Before handing over tasks, you need to establish a strong brand foundation. Additionally, your external (sales) processes must align with and support your internal marketing efforts to create a seamless customer journey. Here’s how to strategically decide what to focus on and what to delegate in your marketing efforts.
Step 1: Define Your Brand Identity First (The Essential Upfront Work)
Before outsourcing or automating any marketing tasks, your brand identity must be clearly established. Otherwise, your content will feel disconnected and inconsistent. To maintain alignment, define:
- Brand Pillars: What core themes, values, and messaging drive your brand?
- Vision & Mission: What long-term goals does your brand aim to achieve?
- Voice & Tone: Is your brand professional, friendly, authoritative, or conversational?
- Visual Identity: Colors, fonts, and style guidelines for consistency.
- Content Themes: Key topics that your marketing should always align with.
Once these elements are documented in a brand style guide, it becomes easier to delegate tasks without sacrificing consistency. Check out Perley Consulting Co.'s approach to brand identity.
Step 2: Identify Your Core Focus Areas
To determine where you should spend your time, consider:
- What are the high-impact activities only you can do? (e.g., business strategy, client relationships, high-level brand storytelling)
- What tasks require your expertise and personal touch? (e.g., trade shows or events, networking, product development)
- What marketing efforts help you directly connect with your audience? (e.g., personal branding, thought leadership content)
- How well do your sales processes support your marketing efforts? Ensure that the messaging and strategies align to create a seamless customer experience.
By focusing on what truly moves the needle, you can delegate the rest with confidence.
Step 3: Categorize Marketing Tasks by Level of Involvement & Time Commitment
Now that you know your strengths, let’s break down marketing tasks into three categories:
1. High-Level, Strategic Tasks (Require Significant Involvement)
These tasks shape the core direction of your brand and require your involvement:
- Brand positioning and overall messaging strategy
- Long-term marketing goals and business development
- Key campaign direction and brand storytelling
- Strategic partnerships and high-value content creation
- Ensuring sales and marketing alignment to improve lead conversion and customer retention
Because these areas are so critical, working with a consultant like Perley Consulting Co. can help ensure you are making strategic, data-driven decisions that support both your marketing and sales efforts.
2. Mid-Level Tasks (Require Moderate Involvement & Oversight)
These tasks require execution but should still align with your brand guidelines:
- Social media strategy and content planning
- Email marketing and automation workflows
- Paid advertising management
- Public relations outreach and guest blogging opportunities
- Sales enablement content (e.g., case studies, lead nurturing emails, and sales scripts)
3. Executional & Repetitive Tasks (Require Minimal Involvement)
These are the day-to-day marketing tasks that don’t require your direct involvement:
- Content scheduling and social media posting
- Blog writing and SEO optimization (as long as brand guidelines are followed)
- Graphic design for routine marketing materials
- Performance reporting and analytics tracking, (bi-weekly or monthly reports should be reviewed by you or your strategic consultant to ensure campaign effectiveness)
- CRM management and automations (handoffs from marketing to sales)
Step 4: Regularly Review & Optimize
Delegation doesn’t mean stepping away completely. Set up check-ins and systems to:
- Review performance reports and adjust strategies accordingly.
- Provide feedback loops for your marketing team or agency.
- Ensure that outsourced content continues to align with your evolving brand identity.
- Align your marketing and sales metrics to improve conversion rates and revenue growth.
Final Thoughts: Moving Forward with a Delegation Plan
The goal of delegation isn’t just to free up your time—it’s to make sure your marketing efforts are working efficiently without compromising your brand’s authenticity. By investing in upfront brand development, ensuring sales and marketing align, establishing clear goals and guidelines, and strategically choosing what to focus on versus what to delegate, you can create a scalable marketing system that fuels long-term success. There is no "one-size-fits-all" when deciding what to delegate in any industry.
Learn more about how Perley Consulting Co. can help optimize your marketing and sales strategy. Start by defining your brand identity today, and build a delegation plan that keeps your business moving forward!
