The Civil War of the Business World: Marketing versus Creative
For as long as we can remember, marketing and creative teams have been at odds. They have fundamental differences. Marketing teams are trained to be driven by deadlines, outcomes, and results while the creative teams are pushed to be innovative, engaging and new. How are we still surprised when friction occurs?
This conflict has come to a head in today’s digital marketing world as the consumer demands creativity. And a lot of it. As marketing and technology changes, the need for more content is steadily increasing. This dilemma only creates more friction between these two players as the marketing teams demand more content that the creative teams don’t have the resources to provide. The marketing teams are writing checks the creative teams can’t fill.
The solution? Bring these two opponents together. By providing creative teams with the same marketing automation technology that marketing teams use, it levels the playing field and gets everyone on the same team. Alex Withers from MarTech Today writes, “Software automation has proliferated across nearly every function in sales and marketing except creative.” Why is this? Why not get everyone on the same page? Today companies are making this a reality by changing a few key processes.
To start, many big corporations realized this breakdown starts as soon as the creative brief and requirement emails begin to roll out. The lengthy email chains combined with lost information and accountability get the whole project off to a bad start. To fix this, companies are replacing the emails with a spreadsheet. This spreadsheet includes all the ideas, requirements, deadlines, and expectations. And the most important part? Both the marketing and creative team have access to it. This provides clear roles and expectations around the whole project.
Along with clear communication practices, invoking understanding for what both teams are responsible for and accomplishing creates more transparency and support in the workplace. One way to accomplish this is by displaying both teams workload in the form of metrics, charts, and graphs. This makes it easier for the teams to establish realistic priorities for one another, along with allocating resources to help with these priorities. This whole practice sponsors a more supportive environment between the marketing and creative teams.
The last major problem many projects face is the approval process. Often communication between the two teams isn’t clear, in turn dragging the approval process out for much longer than necessary. Avoid wasted time and increased frustration. Work with a program or software that everyone has access to—information and edits can be quickly put into action. With everyone working in the same software, communication errors are fewer and the goals much clearer. Overall speeding up the project approval process, equating to happier teams.
So whats stopping you? If you want to keep up with the creative demands of the world today, marketing and creative teams better be working together. By having both sides of your company use the same marketing automation technology, communication, efficiency, and success will be exponential. With accountability on both sides, teams can begin to work together versus being at war.