Content material Workflow Administration Retains Advertising Groups on Observe

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PHOTO: Tobias Carlsson | spray out

In order to be productive and effective in the new workplace – with multiple teams and projects in geographically dispersed, hybrid, digital work environments – marketing teams need to be more efficient, agile and collaborative.

Marketing teams have turned to workflow management and collaboration platforms to help meet the challenge. These platforms provide distributed, multi-stakeholder marketing teams with the ability to streamline processes and keep pace with the need for agility and end-to-end transparency. Some of the promised benefits are:

  1. Seamless, optimized, documented and transparent processes throughout global operations.
  2. Easier collaboration keeps all team members on the same page, helps with market launch, and executes projects faster so that more voices are heard in the process.
  3. Transparent planning and resource management for optimal efficiency across multiple projects.
  4. Better accountability with easier ways to identify and resolve process bottlenecks.
  5. Smarter automation of tasks that free up time for employees and enable better decision-making.
  6. Better security and access management for data and assets.

While multichannel can be great for customers in the digital age, it can create confusion in the workplace. The proliferation of teams and tools makes communication and collaboration difficult, said Esther Flammer, CMO of Wrike. She found the need for a robust collaborative work management platform to manage all marketing activities. The increasing availability of industry or function-specific workflow management tools, e.g. For example, tools that are specifically designed for creative agencies or that focus on marketing specific use cases present an additional challenge for marketers in finding options that provide tangible business benefits.

Marketing efficiency in a hybrid, distributed, and agile world depends in part on finding and using the right content and workflow management (CWM) platform. Here are some key considerations for marketers during the selection, adoption, and expansion phases:

1. Selection of the content and workflow management platform

How can CMOs make it easier for their hybrid, global marketing teams to work together? Leena Iyar, Chief Brand Officer at Moxtra, a customer loyalty platform developed for the mobile-first world, recommends evaluating the needs and weaknesses of the marketing team first and not the technology or platform itself. In order to manage business processes more efficiently and Providing a high-quality customer and employee experience in today’s distributed environment, according to Iyar, centralizing all tools, documents and tasks under one hub and integrating workflows into the overall digital strategy can improve collaboration results.

Vendors offer a range of features, but when it comes to choosing what is most important to your goals, Noa Kind, Product Manager for Data and ML at, recommends making sure the platform fits in with your existing tools and platforms can be integrated. If you need to customize workflow automation, check for no-code or low-code features. Flammer adds configurable reports and advanced analytics as a further consideration for additional transparency. Specific requirements based on your business model (B2B, D2C, etc.), ease of use, and the ability to scale or downsize based on dynamic business and team needs also need to be considered.

Finding the right balance between marketing and organizational requirements is a difficult task. A solution tailored to marketing could be a good fit, but it could also deepen silos. A more general solution will support wider collaboration, but may not suit every marketing use case. Many platforms offer a generic collaboration and task management platform along with specific role-specific functions for marketing, finance, etc., and that could be a good place to start, Kind suggested. Iyar added that when marketing requires a lot of outside collaboration, factors like the ability to control and manage outbound processes should be considered. In such cases, a specially designed marketing workflow platform can better help streamline these processes.

When it comes to selection, marketing understands best how to manage, delegate, and automate workflows for the best employee experience. For a stronger enterprise-wide takeover, however, investing in external resources to innovate existing technology or evaluate and implement new solutions can be a solid approach, said Rob Kunzler, CMO of OnBoard, a board management platform.

“Some of the most successful collaborative / workflow platform rollouts I’ve seen were done by outside agencies who spent time with each team / individual trying to understand how best to develop a tool that would work effectively for everyone. They’ll never make everyone 100% happy, but this approach gets more people on the journey and inclusion can be half the battle, “he said.

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2. CWM adoption

Let’s face it – even emails were once faced with adoption problems confronted with notes on paper. What are the typical and emerging challenges in adopting workflow automation platforms today as hybrid workforce models and cloud adoption become mainstream?

Iyar said proper workflow analysis is the key to success. “A common misconception is that automating an inefficient workflow creates an efficient process. However, it will only highlight the inefficiencies in the process, not optimize the process. “

In order to streamline processes, Kind also recommended setting clear definitions for important metrics, data logs and KPIs in order to keep everyone on the same page and to minimize frustration in complex projects. This seems all the more important as teams are increasingly geographically and culturally dispersed and communication and collaboration in many cases take place without personal contact.

Also, consider the negative effects of spreading information across too many platforms. When workflow automation platforms do not fully cover all use cases, it encourages fragmented tool usage and the formation of even more silos. Kunzler suggested introducing a guideline requiring all communication to take place on a single designated platform to avoid confusion when using multiple platforms.

Flammer reminded us of the basics of introducing new technologies: Communicate early and regularly, train further, involve mindfully and consciously create a culture that supports exchange and cross-functional teamwork.

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3. CWM extension

AI and ML are changing the dynamics and possibilities beyond the most obvious use cases of workflow and collaboration platforms. What are the most exciting and promising use cases when companies plan and prepare the future of work?

  • Use cases of data analysis: Beyond personalization, AI will continue to enhance global marketing efforts through the collection, management, and analysis of data. “Features like project risk prediction, which processes massive behavioral data sets across the enterprise to uncover complex insights, can simplify decision-making and allow marketers to focus on and get the work done,” said Flammer. AI can also help identify warning signs and outliers earlier in the process and proactively warn affected teams so that they can develop alternative solutions.
  • Removing Silos to Create and Communicate a Single Source of Truth: So everyone has the full context for everything they need. At Kind, for example, this approach already enables marketing teams to communicate across channels, connect the dots between marketing initiatives, manage expenses and make better decisions overall that lead to more effective campaigns.
  • Increase in marketing and sales effectiveness: CWM platforms can go beyond efficiency and impact sales results by providing control over campaigns, budgets and resources in a single window. Individual centralized workflows for the sales pipeline can give anyone with faster GTM real-time visibility. The improved usability allows marketing teams to create more campaigns while increasing operational efficiencies with internal and external stakeholders, especially with traditional bottlenecks like creative approvals.
  • Promotion of external cooperation: AI-enabled workflow and collaboration platforms have the potential to act as private digital channels, especially in exciting industries like finance and education. Inviting external teams (agencies, contractors, consultants, key accounts) into the single tool – with the appropriate level of security and access rights – can really transform the game for larger collaborative efforts and co-creation.

Chitra is a marketing practitioner who loves to watch, reflect, and write about events that affect modern day marketing – and marketers. Chitra records technology, disruptions, innovations, and the people who create the space, with a special focus on marketing technology, customer experience, and privacy-related issues.