Welcome to Informed, a newsletter from the Typeform team. Here, we share our opinions and expertise on topics like marketing, data collection, business tech, and whatever else is top of mind.
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If you have warm and fuzzy associations with the term “group project,” we salute you. 🫡
We mostly remember fighting in history class about who was doing what…and who was doing squat.
But Meg Clancy, Typeform’s Senior Marketing Programs Manager, is a group projects optimist.
That optimism is what makes her perfect for running long-term, cross-functional campaigns—like our massive Get Real report on the state of influencer marketing or our live Get Real survey on AI and marketing.
It’s easy for campaigns with a lot of stakeholders to go off the rails. But Meg’s people-first approach keeps the trains running on time.
WHAT'S INSIDE
😵 💫 How to avoid cross-functional chaos 👀 Why CMOs and CEOs aren’t seeing eye to eye 🤖 It’s here: the Get Real survey on AI in marketing 🎭 Are you a stage manager, or the lead?
Group projects that don’t hurt
The key to successful marketing campaigns isn’t more meetings or tighter control.
It’s understanding people deeply enough that you can create the right team structure and communication channels to get things done.
For example, the ideation stage has the biggest guest list. When you’re early in your planning, bring in all the experts to hash out their ideas, objectives, and definitions of success.
Then down the road, Meg recommends splitting up your communication strategy across two groups:
the core decision-makers (who need frequent in-depth discussions)
the informed stakeholders (who want regular updates on decisions and timing)
To build that core team, Meg looks beyond job titles to see where people have unexpected skills and genuine interests.
“When you’re actually excited about something, you’ll find a way to make it happen,” she says.
Read more about her approach to cat-herding campaigns in our latest playbook.
WORTH A CLICK
Three stories worth bookmarking:
Brand Storytelling isn’t Fluff. It’s the Deciding Factor Between Differentiation and Commoditization. (The CMO)
Goliath, meet David. Independent ad agencies are using AI to compete with the bigwhigs. (Marketing Brew)
Get Real is the survey where professionals share their take on the trends and tensions shaping modern work. Last time, we covered influencer marketing. This time, it's all about AI in marketing, and you could win one of four gift cards (each worth $500) for taking part.
So, AI in marketing: Optimistic? Over it? Still figuring it out? We want to hear it all.
WHAT'S INSIDE 
WORTH A CLICK 
TYPEFORM TOOLKIT 
QUESTION OF THE WEEK 
