Three Things Every CMO Should Know About the Creative Production Process

by Mike Puterbaugh

11 September 2018

There is an opportunity in your organization to accelerate creative project delivery, and it’s hiding in plain sight - your creative content production, review, and approval processes.

The proliferation of digital marketing channels has resulted in an explosion of demand for content - designs, websites, ads, multimedia, etc. - from marketing teams. Marketing cycles have shortened dramatically, so marketers need to produce more content in less time.

Marketing compliance is also growing exponentially, which requires marketing content to meet strict brand, corporate and regulatory compliance requirements. Regardless of what type of marketing leader you are (CMO, creative director, agency owner), it’s never been more important to understand how all of this creative work comes together as a finished product. The time, effort and resources required adds up to a significant portion of both your headcount and budget.

With your strategic investments in technologies like marketing automation, analytics and project management, you’ve focused on measurable results. However, there’s a good chance that you haven’t invested time or resources looking at the creative asset creation and approval process with the same lens.

We've summarized three things every marketing leader should know about that creative production process and have incorporated some best practices on how to optimize your teams with a proper review and approval process which can help you eliminate inefficiencies, improve project delivery speeds, while ensuring quality.

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