Creating an Environment Where Teams Can Experience: Mid Atlantic MarCom Summit Panel Recap

Originally posted on LinkedIn

Last week, I had the privilege of speaking on panel of esteemed women leaders at the Mid Atlantic MarCom Summit to discuss a topic that is critical to the success of any marketing team: creating an environment where teams are empowered to experiment. The ability to innovate and adapt is not just an advantage; it's a necessity. In a typically risk-adverse industry like government contracting, experimental marketing isn’t something you typically see but it’s how our team at RIVA has built a recognizable and memorable brand in a sea of mostly boring and forgettable content. 

Left to Right: Sholani Burke, Alex Love, Elisabeth Bradley & Moderator Denise Kennedy

As MarCom leaders from a variety of industries and backgrounds we discussed how to cultivate a culture that not only tolerates but encourages experimentation. Here are some key takeaways from our discussion.

How to Create an Environment Where Teams Can Experience

Embrace Psychological Safety

First and foremost, psychological safety is the bedrock of an innovative team. It's the assurance anyone can speak up, present ideas, and take risks without fear of punishment or humiliation. As leaders, it's our responsibility to establish and nurture this safe space. We must actively listen, provide constructive feedback, and celebrate the attempts, not just the outcomes. When team members feel secure, they're more likely to present those out-of-the-box ideas that could lead to breakthroughs.

Lead by Example

We can't expect our teams to take risks if we're not doing the same. We need to set the example by sharing our own raw and unique ideas, especially those that might feel half-baked or unconventional. I am the first person to declare my ideas either brilliant or crazy, there rarely is an in-between with experimental marketing. I would be failing as a leader if my team thought that anything I said goes or was a good idea just because of my title or place on the org chart. Trust me, I have lots of crappy ideas but I try to be open about my process and generate discussion so we can collectively land and expand on the right concept to develop. When staff members from all levels see their leaders stepping out of their comfort zones, they'll be more inclined to do the same.

Diversify the Sources of Ideas

Innovation doesn't have a hierarchy. The next genius idea can come from an intern or a senior executive alike. We must encourage and value contributions from all experience levels. This not only enriches the pool of ideas but also reinforces the culture of inclusivity and respect. I will admit that I am not always as hip or trendy as my younger team members especially those who feel at home on platforms like TikTok. I grew up making a name for myself on Twitter, and while I have been known to consume TikTok content, you won’t find me posting any time soon. Social platforms move too fast to keep up with everything, allowing more junior members an equal voice in discussions will ensure MarCom teams have a better shot at tracking trends and generating ideas suited for a variety of audiences and age demographics. 

Experimental Marketing isn’t Always About Results

 While creativity should be free-flowing, having a structured process for experimentation can help manage risks and learn from failures. This includes setting clear objectives, allocating resources, and defining metrics for success and learning. It’s important to remember not all experimental marketing is about generating tangible results, it certainly isn’t a reliable led gen tool. Set clear objectives but build in the opportunity to learn and pivot as necessary. Finally, when setting objectives, please, please don’t set the goal of ‘going viral’ as your campaign objective, unless you want to sink you campaign before it even gets off the ground. 

Celebrate Failures and Successes Alike

Not every experiment will be a success, and that's okay. The important thing is what we learn from it. By celebrating both successes and failures, we reinforce the message that experimentation is not just about the end result, but about the journey of learning and personal growth. Some of my biggest content failures have been the most fun projects to work on and while I wish they would have been better received, I would not trade the memories and experiences with my team just to get a few more impressions or engagements. Building a strong team who trusts one another and enjoys each other’s company means individuals are more open and willing to be silly and playful, the building blocks of an experimental culture. 

Creating an environment where teams are empowered to experiment is not about relinquishing control, but about guiding and supporting your team through the uncharted waters of innovation. It's about building a culture where every voice is heard, every idea is valued, and every failure is seen as a steppingstone to success.

What strategies have you implemented to encourage experimentation within your teams?