Take these "CMO Marching Orders" to heart to bring marketing and creative teams closer.
The 2019 In-House Creative Management Report, which surveyed over 500 creative and marketing professionals to identify key challenges and solutions in-house creative teams face in 2019. The report concluded with an “Appeal to the CMO” designed to give CMOs and marketing leaders the insights they need to drive cultural change within their organization. Here are three steps that CMOs can take to bring their marketing and creative teams closer together:
- Leadership. Marketing and creative teams often view each other as “internal clients” and “internal service providers”, respectively. Marketing leaders need to promote parity between these two functions to align them not based on a client/vendor relationship, but as strategic partners. When CMOs drive this cultural shift they will see improvements in collaboration and mutual respect between the two teams.
- Understanding. Creatives dread nothing more than hearing a marketer ask “why can’t this be done in the next hour? It just takes 5 minutes on a Mac.” Likewise, marketers tire of dealing with the “creative black box” where there is no transparency into the creative process. Marketers and creatives get along better when they understand each other and their goals and processes. Marketers need to clearly communicate their goals and objectives for projects they are working with the creative team on, and the creative team needs to be transparent about what goes into their process, so marketers can give them the information, time, and space they need to do their best work.
- Technology. Marketing has invested in all sort of automation: CRM, marketing automation, multitouch attribution software, email, and on and on. These have improved the efficiency of marketing, which ironically, increases the demand for creative content and has added to the workload on creatives. If a CMO needs ever more content, it just make sense to invest in collaborative technologies that drive alignment between creative and marketing.
This content was originally presented on the podcast “Confessions of a Marketer”, on the episode “An Appeal to Chief Marketing Officers.” You can listen to the full podcast here.