To succeed in their marketing endeavors, CMOs should provide qualitative and quantitative feedback to their creative teams.
Digital transformation gaining momentum amongst organizations has resulted in the marketing team developing an arsenal of key performance indicators (KPIs) to effectively measure digital efforts. These primarily include metrics such as clicks, user intent, engagement, downloads, and much more. Additionally, some marketing teams are able to track and apply attribution techniques right down to the level of pipeline and sales. But, even with all the latest technology in place, there’s a disconnect between the marketing efforts and the goals they desire to achieve. It is linked to their creative side of the house, who, despite being an integral part of marketing, often find their efforts leading nowhere.
As per InHouse Creative Management Report 2020, 55% of the creative content teams admit they never receive quantitative feedback on how well an asset is performing with prospects and customers. Meaning, CMOs that rely on the Creative team to do most of the work never understand whether the Creative team’s work is enabling them to achieve the desired results.
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For getting the best performance out of their creative team, CMOs should include them in the affectivity measurement feedback loop to achieve the required alignment. They should ensure that their creative teams understand the impact they are having on business results in the same way as other entities do.
Here are five strategies that CMOs can adopt to include their creative team within their quantitative feedback loop:
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Share the perspective of marketing team with them
While it may seem obvious, CMOs should share what they are measuring with their creative team members. This will enable the creative team to understand the point of view of CMOs and thus, provide them a better picture about their own marketing efforts.
To effectively do this, CMOs should make metrics accessible to all of their team members. These should be essential in every “team stand-up meeting,” and as a report on overall business performance.
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Take a different approach about teaching measurement to creatives
Creative people tend to think in a different way when approaching marketing issues. Moreover, they absorb data and learn differently, too. Therefore, CMOs should understand that is a critical consideration for them while designing a system to bring creativity into the quantitative feedback loop. They should rethink how best they can visualize their data and tap the creative team for expertise.
Also Read: Five Approaches to Make a Customer-Centric Plan Successful
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Gamify their testing
In addition to the act of testing, CMOs should involve the creative teams in the design test itself. This will help them to drive a shared interest and a sense of ownership. Additionally, it also presents an opportunity to strengthen a relationship between the Creative team and Marketing.
CMOs should also make the measurement fun for them. They should create weekly challenges around A/B testing for their website and email drip campaigns. By making it a challenge and playful, CMOs can get their team into the spirit of testing and thinking more analytically.
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Guard the time of creative team
Just as creativity needs time and space to be effective and meaningful, they also require a little room for measurement. Since it is a new endeavor, many at first will feel overwhelmed. Hence, it is crucial CMOs ensure that they will do everything they can to protect their time. They should provide them with suitable project management tools, equip them with automation and workflows to track project progress and easily report on it to decision-makers.
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