The Disconnect Between Marketing and Creative Teams309 views
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.