We are trying to define the five core roles for our digital marketing specialist seat, but our marketing technology stack and channels are changing every few months. How do we write stable roles on our Accountability Chart when the daily tasks keep shifting rapidly?

Question

Tyler Smith · Accepted Answer

If your digital marketing technology and channels are changing every few months, trying to write specific task-based roles for your marketing specialist seat will only lead to frustration. The Accountability Chart is designed to define high-level accountability, not to serve as a daily to-do list.

To keep your structure stable, focus your five roles on outcomes rather than specific tools. Instead of writing manage Facebook ads or optimize Google Analytics, write roles like generate qualified inbound leads, monitor and optimize campaign ROI, or maintain brand consistency across all digital channels.

These outcome-focused roles remain constant even if your team switches from Facebook to a new AI-powered platform next month. The specific tactics and tools they use to achieve these outcomes should be managed through their quarterly Rocks and monitored using their weekly Scorecard metrics. This approach gives your team the flexibility to adapt to changing technology while keeping their core accountability crystal clear.