Delegate and Elevate: The AI-Powered Way

The best marketers don't do everything—they do the right things.

Author

Tristan Pelligrino
July 17, 2024

Want to be a more strategic marketer?

Master the art of "Delegate and Elevate," a concept from my all-time favorite business book, Traction by Gino Wickman.

Traction was initially published in 2007 and encouraged leaders to delegate tasks within their teams, putting the most mundane tasks on the plates of entry-level employees.

But here's the twist.

Your new delegate isn't an entry-level employee anymore—it's AI.

Let's break down the key steps in this AI-powered "Delegate and Elevate" process for marketers:

  1. List Your Activities: Start by writing down everything you do in a typical week. From data entry to campaign strategy to reporting — get it all on paper.

  2. Categorize Your Tasks: Sort these tasks into four quadrants:

    • Love/Great at

    • Like/Good at

    • Don't like/Good at

    • Don't like/Not good at

Delegate and Elevate Quadrants

  1. Delegate to AI: Here's where it gets interesting. Those tasks in the "Don't like" categories? It's time to delegate them to AI.

As Grant Hushek said in our recent Creative Operations podcast:

"The value of automation is a reduction in context switching. And when you're not context switching, you're then able to stay in the flow or in your groove. You get to work on the high-leverage things."

Imagine delegating tasks like basic reporting or social media scheduling to AI tools. You're not losing control—you're gaining time for what truly matters.

  1. Elevate Your Focus: Now, focus on the "Love/Great at" quadrant. This is where you'll find your high-value activities like strategy development and creative brainstorming. By elevating your focus to these tasks, you're not just improving results—you're positioning yourself as a strategic asset to your organization.

  2. Implement and Iterate: Start small. Choose one task to delegate to AI this week. Tools like Copy.ai for content workflows (creative briefs, research) or Zapier for data entry can be your new "entry-level employees."

As you get comfortable, gradually increase what you delegate. Keep learning about AI capabilities to stay ahead of the curve.

Remember, the goal isn't to do more—it's to do more of the right things.

By mastering this AI-powered "Delegate and Elevate" process, you'll have a bigger impact while enjoying your work more.

The future of marketing belongs to those who can effectively delegate to AI while elevating their unique human skills.

How are you approaching the integration of AI within your workflows?

— Tristan Pelligrino

Featured content

Try different formats to get different results

Do you feel your content is strong, but the results are not? Then, try different formats with your audience. In a recent episode of Direct with Corrina & Taylor, Ashley McGovern highlights the importance of adapting your content strategy to your audience's preferences. As a B2B marketer, you should continuously evaluate your content performance and be willing to experiment with new formats. This approach can significantly improve engagement and effectiveness of your marketing efforts, ultimately driving better results for your business.

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— Tristan Pelligrino

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