Not enough time, not enough people, not enough budget and resources.
No matter the size and scale, pro or college, American or abroad — the next department that says they wouldn’t love to have more time, budget, resources, and people will be the first (okay, there are some exceptions).
But bigger isn’t always better — except when it is. And smaller and more agile isn’t always better — except when it is. That’s why it was so enlightening to learn from Michael Murtaugh, who has spent time in college athletics marketing at a number of levels, most recently at Iowa (a B1G school with a relatively massive budget and department) and today at Montana (a Big Sky school with a relatively smaller budget and department, compared to its FBS counterparts). Both schools are D-I, both have passionate fanbases, and both have talented student-athletes that achieve in their sport and their studies. But when it comes to marketing programs and resources, Murtaugh and his team at Montana must be more mindful of how they spend their time and use their resources. The team is leaner and the initiatives perhaps a bit more scrutinized. However, both school A and school B face challenges; they’re just — different.
“I’m glad that I’ve been at both levels…I think there’s a lot of value in each [experience]. I don’t think one’s better or worse than the other. They’re just different and you just have to figure out what’s important to you and what matters to you,” said Murtaugh, who also spent time at Arkansas State, Western Kentucky, SUNY Brockport, and even an internship at Clemson. “You talked about having a lot of people at Iowa — .the department is probably two and a half times the size of the one here in Montana — so sometimes things might take a little bit longer to get implemented just because of the layers, where here you talk to one or two people.
“Now there’s good and bad to that because on the way up you’re like, well, did you think about this, this and this? And you’re like, oh, I guess I didn’t. Whereas if you’d had less people you might make some errors because things hadn’t been thoroughly checked through, so then you have to say oops, won’t do that again.”
There are the pluses and minuses of the bigger departments and budgets. But one truth is that more resources means the athletic department gets to take more swings. When you shrink the ledger, each investment becomes that much more of a big deal. And therefore each decision must stand up to more scrutiny. If everything’s important, then nothing’s important. And if you try to execute every idea, well, nothing gets done. For college athletics marketers, there is a constant balance at play. Because there are so many sports, so many fan segments to reach and engage, and a mandate to make every sport and event the best possible. For Murtaugh and his colleagues, it means they have to identify and focus on what matters most.
“It’s really trying to figure out what is important. What should we be focusing our energy on? Because if we’re focusing our energy on like ten different things, we’re not really doing anything. And so what good is that?…,” he said. “And so it’s like, what are some of the things that are fads that it might be nice to know this now, but six months from now, it’s going to be nothing again. Do we spend our time on that?…You just have to kind of try to figure it out along the way, see industry trends, see what other people are doing, see what other people are having success with.”
Murtaugh also discussed how that mindset permeates their strategy 24/7/365. It’s not just about each game, each season, and each academic year. The volume and the speed of college sports necessitates always staying (or trying to stay) a couple steps ahead.
“What are some of things that we just cannot do without?,” Murtaugh asked rhetorically, reinforcing the equation of economy. “But what are some of the things that we want to do in the future?…Let’s start putting a plan together so when we’re talking in March and April of next year we’re hitting the ground running. So [come] summer we’ll be ready to go and we won’t have any downtime because we’re already going to have our kind of our marching orders because we already know where we want to go.”
Regardless of size, resources, or any number of variables, all organizations could benefit from the scrutiny and planning Murtaugh preaches. Plans, preparation, and certainly execution cannot happen in a silo, however. Cross-team coordination is becoming more valuable and expected than ever. Part of it is aligning goals, to be sure, but something else is at play here, too — a convergence around content. While there are different skillsets and tactics that permeate each aspect of a college athletics department, content is currency for most — telling their story, conveying their messages, and winning over their customers — content amplifies and is often the foundation of those efforts. Murtaugh talked about the various hats college sports pros have to wear, regardless of department. It’s not always ideal, but it’s often out of necessity (and increasingly so).
“Marketing departments are kind of becoming game operations/content creators. In my opinion that’s a different person…it’s a different brain [and] mindset,” Murtaugh explained. “So to be hopping back and forth from one to the other — I think that can be a little bit taxing and I think that’s why you’re starting to see some people [specialize]…
“I don’t think that we’ll ever be at a point where we’ll be able to have you just do [one thing], because I do think that there is some benefit to having multiple positions, but who’s the one that’s saying enough is enough? Like, alright, I’m already doing this and this and this. I don’t want to do this either, but it has to get done and you’re the only person that can do it.”
Back to the main idea at hand — that ubiquitous challenge of always wanting for more resources — because many of Murtaugh’s notions come together here. It’s about making each other better, the whole ‘sum of the parts is greater than the whole’ principle. There sure will be times when we have to wear the less familiar hats, but when we work together, align goals, and maximize the skills and resources at disposal as a group — that’s how an athletic department (or any organization) operates at beyond 100%. Murtaugh summed it up perfectly:
“You get so much more accomplished when you’re a bunch of we’s instead of a bunch of me’s.”