By Eric Rotkow, Managing Director, Zee Jay Digital
To be truly agile in our digital age, marketers must treat different types of work differently. Does the work require big idea thinking? Is it an update of an existing campaign? Or does it simply need a content change? Managing marketing projects based on the type of effort involved is important to achieving the benefits of agility.
From planning to creation to delivery, each type of project requires a different approach. Decoupling New/Custom (N/C) activities, which have a workflow involving planning and ideation, and Fixed/Repeatable (F/R) activities and Updates (U), which have workflows involving content modification and reviews, is an efficient way to keep people working on what they do best.
The table below outlines the different requirements, as well as operating model and technology implications, of the three unique project types:
Treat different types of work differently to achieve efficiency and scale.
To be agile and effective, marketers need the right operating model and the right technology solution.
Zee Jay Digital helps marketing leaders—and creative, operational, and technology teams—better operate, structure, and compete in a digital world. As a partner, our consulting teams have first-hand experience with the Workfront solution, which supports all types of work—and accommodates a variety of approaches to getting that work done. For simple to complex tasks, and to manage both Agile and Waterfall processes, Workfront lets everyone “play in the same sandbox” and use different tools depending on the project. The solution enables all types of work while providing a single source to monitor marketing’s progress and drive results.
Workfront and Zee Jay Digital work closely with customers to instill best practices that help marketing teams get the right work done—and achieve the right strategic outcomes:
It takes a modern, hands-on, and collaborative approach—and a work management solution that powers the entire marketing lifecycle—to be competitive in the digital age. To learn how Zee Jay Digital and Workfront helped a leading health care provider enable seamless workflow, provide visibility into all types of asset development, and stay compliant, read the Fresenius case study.
A version of this blog originally appeared on Workfront’s blog on April 8, 2021