By now, most in-house agencies have explored workflow and DAM to help them run. Many are even on their second or third generation solutions. At the same, many agencies have not taken a step back to think more broadly about how these tools can more strategically support their companies by connecting them to their internal customers and to company’s downstream content tools. Specific experience and skills are needed to know how to do this.
Process, technology and communication channels are converging, and in-house agencies are at the center of it all. As a result, the technology in-house agencies are using can no longer stay within the four walls of the agency. Workflow, DAM and other systems need to bridge with upstream and downstream systems, as well as external content management and vendor systems.
In turn, technology leaders are confronted by managerial and relationship challenges needed to plan and implement technology, coming from all directions around the company. The best tech leaders build consensus diplomatically across peer groups and with internal customers to unify historically silo’ed systems and opposing approaches to work.
Successful agency technology managers are often those who have amassed the perfect-storm technical experience with diversity in terms of industries and roles. Those who have spent time in design, production, development, account management, and IT (yes IT), who also have the vision of an architect and smooth subtleties of a congressional whip, are able to build consensus well.
In addition to soft, interpersonal skills, agency technology leaders will likely need to surround themselves with more specialized functions, which could include:
How is such technology planned and managed?
Marketing and agency technology has come a long way in the last two to three years. Workflow and project management systems are easier and faster to implement, and DAM and content management solutions are well represented in most companies. Unfortunately, the progress made through the implementation of software has led to some in-house agency and marketing technology managers cutting corners and moving away from well-tested implementation methodologies resulting in insufficient attention to process.
Good in-house agency technology management will incorporate:
Good technology leaders are out there—special people with the right skills and perfect-storm experience to thoughtfully enable the type of technology in-house agencies need. These are the people who can help your team achieve the efficiency, visibility and enterprise connectivity benefits you seek.