Within the realm of Marketing Operations (MOPS), there exists an often overlooked and undervalued aspect – the pressing need to alleviate documentation debt. Documentation debt encompasses any system or process lacking a clear definition and absent from a transparent framework. It impacts teams of all sizes, and although commonly considered a matter of efficiency and cleanliness, it can also significantly affect revenue. In this article, we will delve into the repercussions of documentation debt and offer practical advice for addressing this issue within MOPS teams.
A while back I had a very natural check-point on the status of my own documentation dept as the single Marketing Ops person at my company: I was preparing to hand my work off for a long maternity leave. In Denmark, you have a long leave compared to my other countries. I stopped working a month before my due date and returned to work when my kid was about 7 months old while my husband took another 3 months of leave.
Obviously, this meant I had to document as much for my replacement as I possibly could to make sure he was positioned to be successful, and would be happy to see me return as well! At this point, I found out that there was a lot of documentation but it wasn't necessarily easy to find for anyone but me. Luckily for me and my maternity cover, I found out before my leave and I created a master document explaining what was what and how different documents and processes tied together.
However, I've also taken over in roles where there was little to no, or outdated documentation. Let's have a look at how that played out.
What could possibly go wrong?
Let's paint a picture that wouldn't be unthinkable for most of us: A MOPS encountered an issue with one of their key data enrichment providers. Data enrichment plays a crucial role in ensuring accurate lead routing, quick follow-up, and ultimately, a healthy sales pipeline. Therefore, any disruption in this process can have serious consequences.
What if you do not have processes and their history documented? Sure, the information might live in your head but what happens if you go on vacation? Or in my case, be the person taking over from an employee who left?
The person or people taking will have to scramble to find out what happened, why it happened, and how to prevent it from happening again.
Curious how that scenario played out? Have a look at the following observations:
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The lack of comprehensive documentation resulted in a longer time to resolve the issue, as it required additional effort and exploration. This delay in resolution could have been avoided if there had been readily available documentation.
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The lack of comprehensive documentation led to a significant decrease in productivity and an increase in distractions for the team. They were forced to shift their focus to address the urgent and unexpected issue caused by the lack of documentation, disrupting their regular workflow and resulting in a loss of efficiency.
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The stakes could have been even higher if the issue had not been promptly resolved. The absence of proper documentation intensified the risks connected to the problem, underscoring the potential fallout of neglecting documentation debt.
Now that we understand the significance of addressing documentation debt, let's dive into some practical strategies that MOPS teams can implement to minimize its impact.
Document as You Go
To effectively tackle documentation debt, it is crucial to prevent it from accumulating in the first place. One of the most powerful approaches is to integrate documentation into your process for every system development project. When working on new system features, begin by creating a design specification document that captures all the necessary requirements. Once the feature is built, establish a platform like Confluence or Notion to document the implementation details. This proactive approach ensures that documentation debt is minimized from the very beginning and makes it easier to maintain and update the documentation over time.
It may be tempting to postpone documentation and focus solely on development, but by treating documentation as a non-negotiable aspect of the process, you can ingrain the habit of documenting as you go. This approach ensures that documentation debt is minimized from the start, making it easier to maintain and update documentation over time.
Make Doc Debt Part of the Conversation
Overcoming documentation debt can present challenges, particularly when time is limited and competing tasks take priority. However, it is crucial to engage revenue leadership in discussions about documentation debt to effectively address this obstacle. By emphasizing the significance of documentation debt and its impact on productivity and efficiency, you can rally support and ensure that it receives the attention it rightfully deserves.
Effectively communicate the impact of documentation debt, showcasing its far-reaching effects on your team's productivity, efficiency, and revenue. Craft a persuasive case for allocating dedicated time from your team to address this issue head-on. Integrate this objective seamlessly into your quarterly goals or OKRs (Objectives and Key Results) to ensure it garners the visibility and importance it rightly deserves. Furthermore, celebrate each milestone achieved in reducing documentation debt, reinforcing the significance of this initiative within your team's culture.
Organize a Doc Debt Project
To ensure that documentation debt is actively addressed, consider organizing dedicated time blocks for your team to focus on documentation. Designate an uninterrupted hour or two where everyone can pick a specific topic and work collectively on documenting it. By dedicating focused time solely to documentation tasks, you reduce distractions and increase the likelihood of progress.
At the end of each documentation project, evaluate the team's achievements. Measure the reduction in documentation debt and acknowledge the efforts made. This structured approach facilitates progress and cultivates a sense of accomplishment, reinforcing the importance of documentation within the team.
The Virtuous Circle of Documentation Excellence
To conclude, addressing documentation debt is a crucial aspect that is often overlooked in the realm of MOPS. Failing to prioritize proper documentation can result in inefficiencies, decreased productivity, and negative impacts on revenue. However, MOPS teams can effectively tackle this issue by implementing strategies such as documenting in real time, discussing documentation debt in strategic conversations, and organizing dedicated documentation sessions. These proactive measures will enable teams to effectively manage documentation debt and ensure smooth operations, ultimately leading to greater revenue growth.
Fostering a culture of excellence in documentation sets off a virtuous cycle. As you witness the advantages of having well-organized and comprehensive documentation, such as the gratification of providing others with answers through meticulously crafted documents, you'll be spurred on to consistently maintain and expand your documentation efforts. By proactively addressing documentation debt, MOPS teams can boost their operational efficiency, guarantee seamless business operations, and ultimately drive significant revenue growth.
