B2B Workshop: Building the Blueprint for Scalable Operations

Today’s brands are realizing that project-based teams are key to staying creative and growing fast. The trick is making sure your marketing efforts align with what the business really needs.

That means figuring out which projects will have the biggest impact, planning around seasons, and even using AI to make things run smoother. Of course, there are always challenges—like last-minute requests, keeping budgets in line with priorities, and making sure resources are used wisely. But it all comes down to being transparent, working together, and planning ahead. One smart approach is using a tiered system to decide which projects get priority based on urgency and available resources. Leveraging past data can also help make better decisions, while having a backup plan and tapping into external help can save you from bottlenecks. The key is to keep things practical, make small improvements over time, and stay flexible so your team can stay ahead of the game. Here’s a look into some key insights and highlights shared from our recent session’s during 2025’s B2B Marketing Exchange annual conference featuring Brainrider’s Scott Armstrong and Nolin LeChassuer and Justin Amendola from Meta.

Key Learnings:

• Establish a process to prioritize projects based on business impact, strategic alignment,
  and required collaboration.
• Implement a system to track resource utilization and capacity across different project
  tiers over time, starting with monthly, quarterly and yearly.
• Proactively plan for large events/initiatives by securing flexible resources in advance.

Common Challenges:

• Difficulty in prioritizing projects and handling last-minute requests from leadership.
• Challenges in scaling marketing operations and aligning with business goals.
• Struggle with saying “no” to stakeholders and managing expectations.
• Issues with resource allocation and capacity planning for marketing teams.
• How do you manage last-minute requests against capacity?
• How do you show the opportunity cost of firefighting?
• How do you prioritize projects when leadership can’t make timely decisions?
• How do you track turnaround time for projects?
• Try doing a lessons learned session two months before the current event to
  prompt discussions with leadership.

Workshop Discussion Points

At the event, our speakers dove deeper into some of the challenges and potential solutions to these pain points. Participants explored methods for handling last-minute requests and managing capacity effectively, highlighting the need to set expectations early and allocate resources in advance. The value of tracking project progress and measuring marketing efforts’ impact on business outcomes was another key point, with a focus on how marketing can be viewed as a strategic investment rather than a cost center.

As AI continues to gain traction, the group discussed its potential for streamlining workflows and improving resource allocation. Balancing the benefits of automation with the challenges it presents was a major consideration, especially when integrating AI into existing processes.

The discussion also delved into tiering resources, setting contingency plans, and identifying the right resources based on project needs. Recognizing and managing resource bottlenecks was a recurring theme, with participants offering strategies such as using historical data to guide decisions, securing resources early, and anticipating delays.

Finally, feedback on the workshop highlighted the practical takeaways and the importance of ongoing communication and collaboration across departments. Participants expressed a desire for more time to explore topics in-depth and to continue building on the strategies discussed, with a focus on taking small, consistent steps toward improvement and celebrating the successes along the way.

Tools and Best Practices

Check out our deck from the workshop for more practical tools to adapt now, along with the Eisenhower Matrix featured below, that can help you stay on track and aligned with business priorities.

If you’re looking for more guidance on how to optimize your creative resourcing, get in touch with us today.