Workflows and Processes in Marketing
A while ago Canto announced an upcoming product called CanFlow that definitely hits a nerve or even two: the DAM arena is changing and the way marketing is rated within a company is also changing.
I deal with both and can only welcome Canto's approach.
Marketing departments are increasingly being called to account and required to become profit centers within an organization. Rightly so, but the fear of losing the creativity along the line is justified. I actually have a sign on my door that says: Creative people can't be managed! Which in a way is true but if our work can be managed and moreover the way we work, then I'm all for it. And here comes DAM, well actually the new generation of solutions of which asset management is a vital component.
The mere DAM tool that archived my work, managed the company's brands and allowed us to collaborate even over the Web was a big help and time-saver-no doubt about that. But as you marketers all know: creating and executing a campaign has become so complex and time to market has become the crucial factor. A workflow tool that works together with all components needed for the busines process and that guides us through the project from start to finish will definitely free my mind so that productivity no longer means that creativity has to suffer.
HP's Eric Kintz has written an excellent piece called Is process a bad word in marketing? that underlines the fact that we really need processes in marketing these days.
Workflow automation is not a bad thing if it helps me not turn into an automated marketer - as my team is already looking forward to reducing the stress factor (including nervous breakdowns that are so common in marketing departments under time pressure) we will go with the Flow.
I deal with both and can only welcome Canto's approach.
Marketing departments are increasingly being called to account and required to become profit centers within an organization. Rightly so, but the fear of losing the creativity along the line is justified. I actually have a sign on my door that says: Creative people can't be managed! Which in a way is true but if our work can be managed and moreover the way we work, then I'm all for it. And here comes DAM, well actually the new generation of solutions of which asset management is a vital component.
The mere DAM tool that archived my work, managed the company's brands and allowed us to collaborate even over the Web was a big help and time-saver-no doubt about that. But as you marketers all know: creating and executing a campaign has become so complex and time to market has become the crucial factor. A workflow tool that works together with all components needed for the busines process and that guides us through the project from start to finish will definitely free my mind so that productivity no longer means that creativity has to suffer.
HP's Eric Kintz has written an excellent piece called Is process a bad word in marketing? that underlines the fact that we really need processes in marketing these days.
Workflow automation is not a bad thing if it helps me not turn into an automated marketer - as my team is already looking forward to reducing the stress factor (including nervous breakdowns that are so common in marketing departments under time pressure) we will go with the Flow.
posted by DAMGIRL at 7:24 PM
1 Comments:
Glad you enjoyed the post, it is a tough transition for Marketing and a delicate one of balancing art and science
Eric
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