Lean Mean Marketing Teams with Ty Hayes

Discover how to create a high-performance marketing team by joining Ty Hayes as he interviews leading CMOs, authors and experts at the top of their game.


64. How to eliminate BAU (Business as Usual) work to increase the capacity, agility and strategic focus of your marketing team


Is Business as Usual (BAU) work preventing your marketing team from being more strategic, agile and customer-focused?

In this episode, host Ty Hayes explores why business as usual (BAU) work is a significant challenge for marketing teams, limiting agility and innovation. 

Ty shares his definition of BAU work being the routine, repetitive work that the team thinks they have to get done.

You’ll discover how marketing teams can identify and overcome BAU, including 10 actionable tips to shift focus towards strategic initiatives that drive organisational growth. 

The discussion emphasises the importance of aligning tasks with marketing strategy, prioritising work that delivers customer and business value, and fostering a culture of agility over routine busy work. 

Ty introduces concepts such as Busy-ness as Usual Syndrome (BAUS) and Agility as Usual (AAU) to describe the pitfalls of BAU and the ultimate goal of achieving a more strategic, customer-focused approach in marketing efforts.

You can also view Ty’s companion blog article Why you must eliminate BAU to make shifts towards Agile Marketing and circulate within your organisation to get the conversation going!

If your team is drowning in BAU, or you constantly hear ‘we’re too busy’ to take on that exciting new innovative project – then tune in to increase the capacity, agility and innovation in your team.

We hope you enjoy this episode. 


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  • Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth.
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This podcast was produced by Ty Hayes and edited by Clare Ryan.




About the Show

In today’s fast paced world, your team is your ultimate competitive advantage. Join Ty each week to discover the dynamic team structures, agile practices, leadership and culture behind some of the world’s most successful brands and the teams driving their marketing. If you’re a marketer looking to enhance your leadership and boost your team’s capability, then this is your must-listen podcast.

Your Host – Ty Hayes

Ty is an award-winning former CMO turned business founder, who built and led the #1 marketing team in Australia (AMI Awards) and was ranked the #10 CMO in Australia (CMO50) whilst CMO for a global university. Ty now hosts this podcast and runs Growth Generators with the mission to help CMOs build modern marketing teams that drive growth.