The State of Creative Collaboration – First Annual Survey, Presented by Hightail

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Hightail surveyWith the pace and volume of content creation soaring, Hightail, the premiere creative collaboration tool for marketers, fielded its first State of Creative Collaboration Survey to understand how marketing and creative teams collaborate to deliver the mountains of original content needed to drive campaigns, deliver business results and increase sales/revenue.

Marketers and creatives reveal a “dirty little secret”

The survey shines a light on the “dirty little secret” that no one talks about — that while creative collaboration remains mission critical for success, the same-old, same-old ways creative teams work together has collapsed under the weight of the need for increased output. Over 1000 marketing and creative professionals from businesses large and small said that their creative collaboration process is too stressful, too wasteful and, dilutes the quality of the creative content, putting business goals in jeopardy.

87% agree that it is important for their organization to maintain content quality while easily scaling existing resources to meet the content demand.  An ineffective, broken process is stressful, ruining team morale and negatively impacting quality of creative output:

  • 77% agree the creative review and approval process is stressful
  • 53% say the increased stress is a result of more people becoming involved with content review and approval
  • 54% agree their marketing teams are disengaged, due to the stress
  • 55% worry about meeting the increasing demand for more, high-quality content.
  • More than 50% say all parts of their creative development process are problematic

It’s not “just” a marketing problem, it hurts the whole business

A broken process costs real money, and delays are tied to slower revenue growth:

  • 62% believe time and money is being wasted when correcting misunderstandings and miscommunications that come about from the broken process.
  • 48% say that their revenue growth has been hurt because they could not deliver quality content at a fast enough pace;
  • 58% say increasing sales and revenue is the biggest business benefit to addressing challenges in the creative collaboration process
  • 63% say they are not able to test different creative as much as they want to, limiting the impact of their media investment

Teams are looking for a better way to collaborate

Even though marketing and creative teams may complain, 85% say that teamwork and collaboration — when it’s good — can be one of the best parts of their jobs.

“Original high-quality content fuels  growth,” says Hightail CEO, Ranjith Kumaran. “Marketing teams are challenged to meet increased demand and produce more original content that is personalized, relevant, meets brand guidelines and of the highest quality, and most need to do it with the same resources. This problem is growing more urgent and the best teams are looking for innovative ways to collaborate — from conception to completion — in order to meet this growing demand.” 

Creative collaboration is a human problem that purpose built tech can solve

While the study revealed that 36% believe that there is no technology solution to fix the problems they face with creative collaboration, that’s just not true.

“Our study suggests that many marketing and creative teams have attempted to address these unique challenges with basic project management tools, but weren’t successful. It’s not surprising — creative development is an uniquely human process,” says Deborah Holstein, VP Marketing, Hightail. “creativity and breakthrough ideas require the natural interaction and exchange of ideas among the team. Marketing and creative teams need technology solutions purpose built for their unique challenges; one that truly helps them develop amazing creative, together.”

Methodology: 1,040 people, who work on creative campaigns and programs in both creative and non-creative roles, responded to an online survey conducted by Market Cube, a research panel company. All respondents are involved in the creative collaboration process, 18 or older and work at companies with 20 or more employees, as managers or above. The survey was conducted February 3 to February 17, 2017.

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