Survey: Increasing demand for content adds extra pressure on marketing to improve cross-functional collaboration

Most people, closed muted teams and communication failures are well known. In our rapidly changing environments, it can sometimes be difficult to ensure that all teams are on the same page, especially with regards to the performance of digital marketing.

New solutions, often designed to accelerate processes and improve efficiency, create complexities as new users are added, additional tools are implemented, and processes must be implemented evolve. The content creation process can involve a number of actors from different teams, but how do we make sure everyone is on the same page?

The study on the state of collaboration between creators and Adobe marketing aimed to better understand how teams work during creation. content and deliver customer experiences. The survey included more than 1,000 creative, marketing, advertising and computer professionals, and the results underscore the growing need to improve collaborative efforts between services.

We create more content, but less communication

[19459001)] Survey results indicate that inter-team communication occurs at least once a week, but these meetings do not necessarily mean collaboration. Only 35% of professionals surveyed rated their existing content creation and dissemination process as "very well coordinated". With an increasing number of content requests, these processes are becoming more complicated and lead to failures.

be invited to produce and deliver much more content than they were asked to do five years ago, "said Bruce Swann, group product marketing manager at Adobe Campaign.

Improve Team Visibility and Transparency to Streamline Processes

Most organizations use productivity and communication tools, but adoption is sometimes weak. Fostering adoption within your own team and within the different departments with which you work may be essential to working together harmoniously.

Many business email applications allow users to create groups or channels dedicated to specific projects to open a new product line. communication for the users involved. These can be used to streamline processes and help bring the necessary parts of each team to the discussion, improving visibility on future projects and tasks. the results are a constant challenge for creative people. Only 24% said they were involved at the declaration stage. "Reports are often stuck in silos or teams," said Swann.

Source: Survey of Creative Collaboration and Marketing in Adobe

The inclusion of creative teams can lead to errors when they lack knowledge. the efficiency of the assets that they have created. Not knowing what drives conversions, for example, can lead to obstacles in future projects or a decrease in conversions. Forty percent of creative people said they wanted to participate in reporting, including understanding conversion metrics and the impact of content on revenue.

Marketing Can Play a Driving Role

These challenges can be organizational, but marketing can take the lead in improving the way we work with our counterparts in other teams by providing ways to Include the right people at the right time. We can leverage the tools we have to create inclusive environments that can help bring out key ideas from colleagues to improve our marketing campaigns and results.

About the Author

Jennifer Videtta Cannon is the senior editor of Third Door Media, which covers topics such as email marketing, analysis, project management and customer relationship management. With over ten years of experience in organizational digital marketing, she has overseen digital marketing operations for NHL franchises and has held positions in technology companies, including Salesforce, advising marketers of company on maximizing their martech capabilities. Jennifer previously hosted the Inbound Marketing Summit and holds a certificate in Digital Marketing Analysis from the MIT Sloan School of Management.

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