Time management is b#llocks

Tick tock, the marketing team meeting is starting in 17 minutes, must get ready for that and grab a cuppa tea. Tick tock, I must remember to send the brief to the Crea agency before 4pm. Tick tock...which version are we on? Final_17final or Final_17final v2? Must ask the team now, I'll go over it then. Tick tock, what's the CEO asking me again now? Urgent? Argh....[continues just like that for hours]

In this week's article, I want to challenge you to not make time an excuse, and instead focus on managing yourself. 

The pandemic has turned up the pressure cooker even more, leading to days crammed with back-to-back meetings and nights of sheer exhaustion. This used to be my reality as a Head of Brand, and now as a leadership coach, I’ve seen this play out all too often amongst marketing leaders I work with. It's clear that traditional time management isn’t cutting it anymore. We need a shift – from managing time to managing ourselves within the time we have.

That big old illusion of time management.

We've all been there – attending yet another time management training, leaving inspired but soon falling back into old habits. The truth? You can't manage time. It’s a finite resource, we get nothing back, we can't buy units of it, we can't slow it down, despite all the very romantic expressions about time that we, humans, have poetically created. I mean....put on your first-degree-I've-got-no-humour-nor-can-see-things-figuratively.....

• Running out of time

• Save time

• Living on borrowed time

• Make time

• Time off

• Too much time on one's hands

• In one's own time

and yet, we all get the same 24 hours, they go at the same pace regardless of us, what happens around us. The key lies in changing our mindset from "having time" to "making time."

Making time for what matters

For marketing leaders, the game-changer is priority setting. It’s about more than just a task list. It’s about consciously deciding what truly deserves your attention and focus.

Here’s how you can start making that shift, using these practical steps:

1. Pause, reflect.

Start your day with intention. Ask yourself, “What do I want to achieve today?” This simple question can transform how you approach everything from projects to meetings, ensuring you’re not just busy but genuinely productive. I would even stretch it to "this week", or "this month", however if you're not doing this at all now, start with today, and progressively expand the time scale down the line.

2. Plan well ahead.

Block off time in your calendar for your top priorities. If strategic thinking is crucial, schedule uninterrupted periods for it. Treat these time blocks as non-negotiable. A lot of you end up sacrificing them to answer an urgent email or because someone else needs your help. You have got to be very strict with yourself and not sacrifice this block of time. No one will do it for you.

3. Remember to reflect afterwards

At the end of each day or after key activities, take a few minutes to reflect. You can write it down in your OneNotes, notebook, phone or mental notepad.

• What did you achieve?

• What could you improve?

This habit not only creates learning but also drives continuous improvement.

Right, here's a real example from a coachee of mine.

Let me share a recent coaching story about an anonimised client who's led to a better place for her.

One marketing leader had a routine of cramming all her 1:1 meetings with each of her direct reports into Mondays, hoping to gather insights for her Tuesday Marketing team meetings. The result? She was too rushed to truly listen to her team.

Through our sessions, she realised that her primary goal was to build strong relationships and understand her team's needs. The team was relatively newly formed and she had been heading it for only 5 months, so more than anything, forming a bond was a priority for her. The solution became rather clear. So by spreading the 1:1s throughout the week, she not only got the insights she needed but also deepened her connections with every single member of her team. This change allowed her to prepare better and reflect more, leading to richer interactions and a more productive team.

Action isn't always the best thing to go after

One of the biggest hurdles for marketing leaders is allowing themselves the time to plan and reflect. It’s tempting to fill every moment with action, especially in a high-pressure environment. But true productivity stems from thoughtful preparation and reflection. Whilst slowing down may feel like taking a step back, in fact you're taking a look back to get two steps ahead.

5 reflective questions to ask yourself

To make this shift practical, here are 5 questions to stimulate your thinking and reflection:

1. What are my top three priorities today?

Start each day by identifying the most important tasks that align with your long-term goals. This helps you stay focused and avoid getting lost in the noise. I'd even encourage you to not start by numbering them 1, 2 and 3. Instead start with 3. Then 2. Then finish with 1. As mentally, 1 is the decreasing last point and it's less tempting to add to that list that way, unlike 1, 2, 3, 4....and 87.

2. Am I giving my full attention to each meeting?

Evaluate whether you’re truly present in your meetings. Are you listening actively, or are you distracted by what’s next on your agenda? Don't take this too lightly. You're a leader of a team. Your team's not data. They're people who are also relying on your ears, your support, your listening, your presence. It doesn't have to be task-led always. There are many other things to pay attention to, in order to get a team to perform and feel motivated. Ask yourself also what are your top distractions? What might you need to keep away from you in order to give your full attention?

3. How did today’s activities align with my strategic objectives?

At the end of the day, reflect on how your actions contributed to your broader goals. This helps you stay on track and make adjustments as needed. You don't need 1h aside to do that. 5 minutes. Turn off your screen, and just think, or take a piece of paper and write this down. Move any distractions for 5 minutes.

4. What can I delegate?

Consider tasks that could be handled by others. Delegating effectively frees up your time for high-priority activities that require your expertise.

5. How can I improve my work-life balance?

You're a marketig leader but first and foremost, you're a whole marketer. Your body doesn't differentiate from work and personal life. It cumulates the stress or the happy stuff from both. Regularly assess how well you’re balancing work demands with personal time. Ensuring you have time to recharge is crucial for sustained productivity and well-being.

If you over-rely on time management techniques and it's not working, it's because you've missed out on the biggest enabler of all: you. Ditch the outdated notion of time management, focus instead of MANAGING YOURSELF within the time that you have.

Your time is precious – make it count.

If you'd like to get support with it, how about: Starting with a free 30min chat?

Mags

Turning point for overwhelmed marketing leaders seeking confidence and fulfilment • Coach | Mentor | Workshop Facilitator | UPON Community Founder

Ps: I have a newsletter I send to marketers every Wednesday 7am with lots more good stuff for marketers - it's free, wanna sign up?

Ps 2: I have free resources you can use for your own development or your team, it's right here

Ps 3: I've got a membership called UPON created by a marketer (me!) for marketers to hone soft skills and build more confidence in how they lead (leading to promotion, influencing stakeholders, setting boundaries and more!). Wanna check it out?