In-house creative teams can begin to develop a partnership with their organization by becoming students of their business.
A recent post on the Adobe Blog ahead of Adobe MAX 2019 shares the top way creative teams can build a better partnership with their business.
The article opens by highlighting how important the creative team is to the success of the business, but that the creative team is still being relegated to a service provider role, rather than taking their seat at the strategic table. In order for creative teams to build those strategic partnerships they need to become students of their business:
In-house creative teams can begin to develop a partnership with their organization by becoming students of their business. Creative teams and their leaders need to understand how the organization and its stakeholders measures success, then drill down to how the creative team contributes directly to that success, and ensure that the leaders of the organization understand that connection.
The article goes on to share three ways creative teams can do to become more informed and connected to their business:
- Understand how the creative team contributes to the success of the business
- Learn to “speak marketing”
- Measure you own performance
Understand how the creative team contributes to the success of the business
The very first thing you need to do on your journey to a better partnership with your organization is to draw a line connecting the day-to-day work that your creative team does to the key performance indicators (KPIs) that the business uses to measure success. The most important thing is making sure you know, and are communicating to leadership, exactly how your team contributes to those KPIs. Use your knowledge of the business and of the creative team to show your stakeholders the impact creative work has on business success.
Learn to “speak marketing”
A close partnership with marketing is also the key to communicating the value creative has to the overall success of the organization. As creatives and marketers build and strengthen their relationship, creatives need to work to establish a common language and understanding of “marketing jargon.” Since creative and marketing teams are closely aligned — and often a part of the same department — much of the creative work is driven by marketing campaigns and initiatives. By having a clear understanding of what is being asked, creatives are better prepared to communicate any additional materials, clarifications, or alternative directions.
Measure your own performance
For any department to be taken seriously and treated as a respected contributor to the business, they must track and report on the key metrics that drive their performance. In the 2019 In-House Creative Management Report, 45% of respondents indicated that their reporting is inadequate or nonexistent, and only 36% say their reporting is robust.