The Disconnect Between Marketing and Creative Teams

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by Ayaz Nanji
Marketers vs. creatives: each group’s view of its own performance is rosier than the other’s view of it, especially regarding the delivery of final content that meets expectations and the provision of actionable feedback, according to a recent report from Visually.

The report was based on data from a survey of 220 marketers and 559 creatives (defined as writers, designers, and developers who create content for marketers).

Some 68% of the creatives surveyed say they succeed in delivering content that meets expectations. However, only 46% of the marketers surveyed say the creatives they work with consistently develop content that is up to par.

On the other side, 55% of marketers surveyed say they are good at giving actionable feedback, whereas only 36% of creatives say they receive high-quality feedback.

Most marketers surveyed say the creative team they work with succeeds in being consistent (53%), responding to feedback (52%), and asking questions (51%).

However, less than one-third of marketers say the creative team they work with succeeds in being transparent (29%), anticipating problems (27%), and staffing adequately (24%).

Most creatives (58%) surveyed say the marketing team they work with succeeds in using the content that is produced.

Less than one-third of creatives say the marketing team they work with succeeds in setting realistic deadlines (32%), giving timely feedback (29%), giving consistent feedback (28%), staying within the initial scope of a project (24%), creating clear project briefs (23%), sticking to established processes (23%), and sticking with initial briefs (18%).

About the research: The report was based on data from a survey 220 marketers and 559 creatives.