CMO Leadership with Ty Hayes

Dive into the insights and strategies of award-winning Chief Marketing Officer (CMO), Ty Hayes and leading CMO's and experts.


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. 


Contact Growth Generators

  • Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth.
  • Discover how Ty can help your marketing team deliver greater customer value and business outcomes through Agile Marketing
  • Connect or Follow Ty on LinkedIn – and mention that your’e a listener of the Pod.


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This podcast was produced by Ty Hayes and edited by Clare Ryan.




About the Show

Are you striving to build a high-performance marketing team that accelerates growth for your organisation?

This podcast is designed specifically for marketing leaders seeking to optimise their team’s performance to drive unparalleled results.

Tune in to:

  • Unlock secrets from top CMO’s on how they’ve crafted dynamic marketing team structures and built modern capabilities
  • Discover agile marketing practices that can triple team productivity and slash time to market
  • Learn the leadership principles and strategies to drive change, create a high-performance team culture and boost staff engagement.
  • Gain insights from interviews with leadership experts and authors, and marketing leaders from accross all industries including Uber, ABC, Calendly and EY.

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.