Every marketing department in the world wants the same thing: to get great work out the door as efficiently as possible, in order to build brand equity and activate customers.
So, how do you ensure cost-effective creative excellence ‘every time’ when juggling hundreds of initiatives, across multiple channels and markets (not to mention agency partners)?
According to Tessa Court, CEO of IntelligenceBank [featured image], a marketing operations software company, “the good news is that there is a method to the ‘creative madness’. The first step that helps most of our clients achieve campaign efficiency nirvana is to have all briefs and campaign phases centralised in one place, in order to track the end to end briefing process from start to finish.”
From their experience working with hundreds of enterprise customers across a range of industries, IntelligenceBank has found that with a system in place, marketing teams generally run 20-30 per cent more efficiently compared to briefing in work via emails and word documents that don’t have version control and orderly sign offs. Court adds, “by going from chaos into a system, you can manage the process much better and ultimately move faster. While it involves some work up front putting in briefs and establishing workflow approvals, in the end you can drive better creative outcomes with a consistent process.”
A question many CMO’s ask is what are the best practices for managing campaign operations. In response, IntelligenceBank recommends the following types of campaign reports to give CMO’s the best indication of what they should be measuring to maximise campaign operations efficiency:
1. Which internal and agency teams are submitting briefs? And which groups are working outside of the system?
2. Which campaigns that have gone through a complete process vs. those that are incomplete or ‘stuck’ before final approvals are submitted?
3. How long does it take to complete each stage – in order to identify ways to speed up the process.
4. What’s the average time to market by media type, and how can we put SLA’s also based on expenditure, we are not ‘overcooking’ production costs on relatively small media buys.
5. Time to approve based on campaign spend.
6. What’s in-market vs. what’s not approved in the system to identify compliance gaps. To learn more about IntelligenceBank’s Marketing Operations Reporting, watch their latest webinar – A Forrester Analysis For Financial Marketing – where Euen Ferguson, Suncorp’s Marketing Operations Lead, explores how their marketing operations team analyse their their campaign activity.
For a complimentary demonstration of IntelligenceBank, visit https://www.intelligencebank.com/.
