Most marketing teams can move very quickly at the idea stage. They can build concepts, plan promotions, draft content, and align messaging in a short amount of time. The delays start when the campaign needs to be launched. A landing page needs to be built. Tracking needs to be set up. A website change is required. A form needs updating. An integration needs to be fixed. Something does not load correctly. And suddenly everything slows down.

This pattern is common. Marketing is ready to go, but IT is already stretched thin. This often results in lost momentum as teams that feel they cannot ship without waiting in line. In 2025, these delays matter more than ever because digital campaigns are more tightly connected to websites, analytics, automations, and data flows.

As we have stressed in the past, the companies that win in today’s fast-moving VUCA world tend to be the ones that ship fastest. They test more ideas, gather more data, and adjust based on real responses instead of assumptions. Speed is their competitive advantage. So how to improve your speed when your internal capacity is limited?

The answer is not to push IT harder, but to redesign the workflow so marketing can move forward without waiting for someone else to unblock them.

Here is how smart teams do it.

1. Separate strategy work from technical work

A common source of delays is mixing strategic tasks with technical ones. Marketing teams often hand everything to IT in one bundle, which makes it difficult to prioritize.

The first step to improving campaign speed is to separate the work and know who is responsible for what:

• Strategic campaign elements
• Content production
• Creative tasks
• Technical tasks
• System changes
• Analytics and tracking setup
• Website dependencies

When these categories are separated, IT can focus on technical items while marketing moves quickly on everything else in parallel. This clarity alone reduces delays.

2. Standardize campaign components so they can be launched quickly

Many teams reinvent landing pages, forms, and tracking every time they launch a campaign. This creates unnecessary work and causes inconsistencies that slow down QA.

A better approach is to build a small library of preapproved components:

• Landing page templates
• Form layouts
• CTA blocks
• Thank you pages
• Tracking structures
• Link models and naming conventions
• Reusable content modules
• Predefined reporting dashboards

When these pieces already exist, a campaign can move from concept to launch in a predictable and repeatable way. IT only needs to be involved when something unusual is required.

3. Improve the quality of marketing requests

IT bottlenecks sometimes appear because requests arrive incomplete., which creates additional clarification for context and details. When these gaps show up midway through the work, the task gets pushed to a later cycle.

High performing marketing teams use a defined submission checklist which eliminates the back and forth that usually causes delays and allows IT to start work immediately.

4. Shift simple updates out of the IT queue

Not every task requires a developer or IT resource. Some teams still rely on IT for simple website changes that could be safely delegated. These tasks include:

• Updating text on existing pages
• Replacing images
• Adding or adjusting form fields
• Updating links
• Embedding tracking tags
• Adding CTA sections
• Adjusting layout elements within a builder

When these small requests pile up, they clog the pipeline and slow down more important work. A controlled delegation plan gives marketing the ability to make basic changes without exposing the site to risk. With proper roles, permissions, and a structured workflow, both teams move faster.

5. Reduce the number of systems involved in a campaign

Every additional platform introduces friction. Many teams rely on fragmented systems for landing pages, forms, automations, analytics, and reporting. These disconnected tools increase the number of steps required to launch and lengthen the dependency chain.

The fastest teams simplify where possible:

• Fewer plugins
• Fewer form tools
• Centralized analytics
• Unified automation platforms
• Standardized page builders
• Clear source of truth for data

When the marketing stack is integrated, launching a campaign becomes a series of predictable steps instead of a scavenger hunt.

6. Build a repeatable tracking standard

A large portion of campaign delays happen during tracking setup. UTM models differ from one campaign to another. Goals are unclear. Events are inconsistent. Platforms interpret data differently. This can delay launch by days.

A tracking standard gives everyone the same rules:

• Required UTMs
• Naming conventions
• Event definitions
• Source and medium standards
• Conversion rules
• Cross channel mapping
• Retargeting logic
• Clear GA4 dashboards

Once these elements are standardized, the tracking portion of a campaign becomes routine instead of a blocker.

7. Use on demand support to smooth out workload cycles

Marketing work is seasonal. Some months are heavy with launches, while others are mostly maintenance. IT workloads follow a different pattern. When these rhythms do not match, one team will always be waiting for the other.

This is where on demand capacity models like FlexHours make a clear difference. FlexHours gives marketing teams the ability to:

• Launch campaigns on time
• Get fast technical help
• Complete tracking setup quickly
• Fix form issues
• Optimize landing pages
• Troubleshoot plugins
• Adjust hosting or caching as required
• Reduce dependency on internal developers

Instead of pausing momentum, marketing gets the help it needs at the exact moment it needs it. Teams gain speed without increasing full time headcount.

At the end of the day, the fastest teams learn faster. They test more ideas, create more touchpoints, and generate data earlier. They correct mistakes before they spread and identify winning campaigns sooner, and this speed compounds over time.

So, if you would like to increase your speed, let’s have a chat and see how our FlexHours offering may help you. We cam help you launch faster and grow faster, as we have helped many other clients!