By Ben Zimmerman, President of SmartMedia Technologies.
In the wide world of sports, few events rival the history and (dare I say) drama of the Major League Baseball playoffs. And nothing motivates me more than the World Series. Legends are born during the Fall Classic, as the diamond becomes a stage for players to etch their names in the annals of history. The crack of the bat, the snap of the catcher’s glove: I could wax poetic for days. But ultimately, I would say baseball is a lot like the marketing agency world.
Both require relentless commitment to the work, a passion for the craft, and an unwavering ability to shift gears quickly. In baseball, players must endure the rigors of a six-month season, but also react to a 100 mph fastball. It’s a balance between enduring patience and snap judgments. Agency professionals must strike a similar balance. Whether it’s meeting a same-day deadline or maintaining a long-term customer relationship, staying focused and engaged is crucial.
Using this logic, America’s pastime becomes a metaphor for the undulations of running a marketing or advertising agency. On closer inspection, the parallels between playoff baseball and agency life are more striking than one might think.
You need passion for the hustle.
In both baseball and agency life, passion is the engine of success. MLB playoff players are fueled by a love of the game. I would go so far as to call it an art to their craft. But they are also driven by an insatiable desire to win and a confidence in their abilities. These are the big leagues we’re talking about. Agency professionals must also be passionate about what they do. Passion breeds innovation, dedication and the desire to go further. Genuine enthusiasm for the work can help agency professionals navigate demanding times.
Agency professionals must take risks, explore new ideas and be creative to secure and retain clients. This means staying on top of trends and developments in the marketing industry. This means thinking outside the box and using creative marketing techniques and tactics to run unique and memorable campaigns. It also means tracking and tracking the impact of your efforts. Measuring metrics and milestones can help you celebrate wins and identify areas for improvement.
Teamwork is what makes dream work come true.
A baseball team must function as a strong unit to be successful on the field. Each player on the team plays a unique role and brings an irreplaceable skill set, and their collective efforts are essential to achieving victories. Like a well-oiled machine, a team’s composition is designed to fully optimize each player’s strengths. Star pitchers rarely hit home runs, for example. (There’s a reason for the designated hitter.) A team is also driven by camaraderie. This confidence is driven by the belief in winning, but it is also rooted in a belief in the talents of each component.
The same goes for building and maintaining a company culture. First, it is important to define the core values and mission. This can often involve creating an agency rooted in collaboration, that celebrates achievements, prioritizes diversity and inclusion, and provides opportunities for growth.
However, creating a company culture means much more than writing a manifesto. Leading by example, regularly evaluating and adjusting the culture to align with goals and values helps create an environment that fosters creativity, teamwork and employee satisfaction.
Just as building a strong internal team is necessary for morale, cultivating a customer base is essential to the health of the business. Passionate agency teams should focus on delivering measurable results for their clients. This can be done by setting specific, measurable, achievable, relevant, and time-bound (SMART) goals. Instead of a vague goal like “increase sales,” specify how you will “increase programmatic advertising sales by 15% over the next three months.” Implementing a robust monitoring and reporting system to regularly track progress is equally important to ensure goals are met.
Short-term accuracy and long-term vision are essential.
While baseball is often thought of as a slow-paced season that plays out over 162 games, the sport is accentuated by dynamic bursts of excitement. Much like stealing a base, this speed on the field reflects a player’s ability to make split-second decisions. Fast players illustrate their ability to respond to rapid changes, demonstrating the importance of adaptability.
Being able to pivot quickly and decisively is also a hallmark of agency life. It is essential to adapt to changing circumstances and seize opportunities when they present themselves. One moment you may be strategizing a long-term campaign, and the next you are responding to a reputation management crisis that requires immediate attention. Just as a baseball team must shift from offense to defense in the span of an inning, agencies must be prepared to shift gears to meet client needs and market dynamics. Regularly analyzing your competitors’ strategies can help you stay competitive and identify gaps in the market.
The similarities between baseball and agency life are more than superficial. Success in either field is not just about talent or strategy, but also about dedication, resilience and commitment to the work. So whether you’re sitting in a dugout or a boardroom, remember that the lessons learned from America’s pastime apply beyond the diamond.