When a marketing team is short-staffed, maintaining momentum without burning out employees can be tough. To stay on track, leaders need to help their teams prioritize high-impact projects, streamline workflows and embrace automation wherever possible.
Below, Forbes Communications Council members share practical tips for marketing teams to stay productive and focused during staffing shortages—without overwhelming their people. Here's how they recommend distributing workloads more effectively and amplifying individual efforts.
1. Immediately Assess And Evaluate Current Projects
One tip for a staffing shortage would be to immediately assess and evaluate current projects based on priorities. Reassign tasks among the team based on their strengths. Use technology to maximize efficiency. Hire freelancers or agencies to manage overflow and maintain productivity. Simplify processes and reduce unnecessary meetings to free up time for strategic and creative work. Lastly, if possible, enhance team morale and well-being. - Khalid Al Awar, Dubai Sports Council
2. Determine Critical Tasks
Ask yourself which tasks are critical that you—or a team member—must take care of on your own, and which tasks can either be outsourced, done more efficiently or eliminated entirely. You'll find that your team currently has a lot on its plate that doesn't require specialized expertise—or that you've been doing it just because it's always been done. Focusing will help lighten the load. - Kathy Sucich, Dimensional Insight
3. Utilize Generative AI
Using GenAI tools is a must-do for marketing teams experiencing a staffing shortage. Its biggest benefit is helping employees execute certain tasks in a fraction of the time, making the team more efficient and productive. - Kerry-Ann Betton Stimpson, JMMB Group
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4. Navigate Trade-Offs With A Strategic 'Yes'
Get comfortable saying "no" by saying "yes." This goes beyond simple prioritization—when resources are limited, cutting or postponing big, strategic initiatives in favor of others is essential. It's as important to outline what you choose not to do as it is to show what you will do. Leadership appreciates this 360-degree view, and the team feels comfortable knowing they won't have to do it all. - Kelsey Flittner, Point One Navigation
5. Focus On The Work That Drives The Most Results
Setting priorities and focusing on the 20% of work that drives 80% of the results is the smartest way to keep your organization engaged and energized. Staffing shortages can shine a light on work that does not need to be done. - Dave Minifie, Terakeet
6. Allocate Resources To Priority Projects
One of the most important tools for any marketing organization is a methodology for prioritization. When done right, the priorities are part of the annual strategic plan. If you have a method for prioritization, it will be easier to allocate resources to the projects that need attention during the staffing shortage. It also helps to have a team dedicated to quick turnaround requests to keep the flow. - Andrea Ruskin, Blum Consulting Partners, Inc.
7. Conduct Regular Check-Ins For Transparency
Have regular check-ins to align priorities, clarify roles and be transparent about roadblocks. Provide clear context for why the project matters, who's responsible for what and when things are due. Being transparent fosters teamwork and prevents burnout by prioritizing the most efficient work while moving timelines or support as needed to maintain efficiency. - Melissa Sierra, USIM
8. Operate With Precision
During staffing shortages, marketing teams must operate with precision, focusing only on high-impact initiatives while leveraging automation to handle routine tasks. By streamlining priorities and integrating AI-driven tools for workflows, content and outreach, teams can sustain momentum, minimize burnout and drive results without stretching resources too thin. - Toyna Chin, NOVOTECH
9. Implement A 'Work Sprint' Approach
Implement a "work sprint" approach by breaking tasks into focused, time-blocked sessions. This minimizes distractions, boosts efficiency and prevents employees from feeling overwhelmed. By concentrating on specific projects in structured intervals, the team can maintain productivity without burning out, ensuring essential marketing initiatives stay on track even with a staffing shortage. - Lauren Parr, RepuGen
10. Use Effective Project Management Tools
Balancing maximum output and avoiding burnout is possible. Ensure your team uses an effective project management tool, like monday.com or ClickUp, to track activities and hours, making them efficient with limited resources. Also, maximize the use of automation tools in your CRM or other software. AI agents are a newer technology but can remove a lot of the "busywork" tasks on your calendar. - Alexi Lambert Leimbach, Xcellimark
11. Create A Collaborative Environment
Creating a collaborative team environment can help balance workloads during staffing shortages. Encourage team members to support one another by sharing tasks, offering feedback and streamlining processes. When employees feel empowered to ask for help and step in for each other, it builds solidarity and reduces stress, ensuring projects are completed efficiently. - Katie Jewett, UPRAISE Marketing + Public Relations
12. Turn Constraints Into Creativity
Turn constraints into creativity with a "less but better" mindset. Prioritize high-impact work, cut low-ROI tasks and rethink processes for efficiency. Leverage automation, repurpose content in unexpected ways and collaborate strategically to amplify efforts without extra workload. Smart teams working efficiently stay motivated and avoid burnout—because scarcity often sparks the best innovations. - Deboshree Sarkar, Titan.ium Platform
13. 'Simplify To Amplify'
There’s value in the adage, "Simplify to amplify." Focus on activities that create meaningful impact and don’t be distracted by lower-priority tasks—regardless of external pressure. This sharpens team focus, prevents burnout and ensures resources are used wisely. - Lisa Kalkes, Veteran Benefits Guide
14. Outsource To Offset Gaps
Outsource in areas that can offset staffing gaps and keep your team focused on results. Maintaining manageable workloads ensures you still achieve the greatest impact with limited resources. Great leaders never hesitate to jump in and help pick up that slack where appropriate. Never demand more of your team than you are willing to give yourself, especially in challenging moments. - Clay Tuten, KeyMark Inc.
15. Establish Strong Frameworks
Ensure strong frameworks and operations are in place to improve efficiency and ease workloads, allowing more focus on strategy. Balance this with creating safe spaces for employees to share their perspectives—giving them a voice can help reduce stress and overwhelm. When teams feel heard and supported, they can navigate high-volume work with greater clarity and resilience. - Alyssa Kopelman, Otsuka Precision Health
16. Prioritize Cross-Training And Team Synergy
Foster integration and cross-training so members have a broad understanding of each other's tasks. This collective adaptability helps maintain workflow without overwhelming anyone. When team members are familiar with different roles, they can cover for one another effectively. Prioritize team synergy and practice—the more prepared they are, the better they handle real challenges seamlessly. - Arnav Sharma, Tech Mahindra
