Marketing and creative operational maturity has changed dramatically in recent years as businesses have become more digitally focused in the way they tell their stories and interact with customers. With technology becoming more pervasive and customer expectations for engagement growing, Marketers and Creatives must now focus on the increasing demand for deliverables while maintaining quality and efficiency.  Don’t panic!  There is a way to manage all these efforts, and it is known as operational maturity.

The operational maturity of a marketing department is critical to the success or failure of any business. Without operational maturity, there is no way for a business to effectively achieve its goals and objectives, and market itself in an effective manner. 

When it comes to in-house creative teams, organizations are not only expected to be more strategic in their approach but also more agile in their execution. They must use data-driven insights to create content that resonates with target audiences and convey messages that align with the brand’s overall goals.

Organizations need to be able to measure their progress in key areas, and Key Performance Indicators (KPIs) are an important way to achieve this. Established KPIs provide a clear indication of an organization’s operational maturity by helping leadership, managers and other decision-makers develop performance goals and identify areas for improvement. With the right KPIs tailored to a company’s specific needs, objectives of the business as well as alignment with the overall mission and vision of the organization, a steady focus on your KPI outcomes will help to drive growth and profitability.

Industry-wide operational maturity standards KPIs will serve as a benchmark for your department’s operational performance and provide guidance for both short and long-term goals. They will help to establish and manage realistic targets and objectives, evaluate performance in comparison to peers, support decisions regarding resource allocation and investments, and determine areas where improvement is needed.

So, how do we begin? First and foremost, marketing and creative departments must have a benchmark for how their team operates on a day-to-day basis. This includes setting standards and outcomes for team meetings, efficiency, communication, utilization of resources and more. Additionally, teams should set goals for budgeting, time management and strategy development and of course, while ensuring they are meeting their objectives and deliverables, that they are consistently providing value to the organization.

KPIs can provide an objective measure of a company’s performance. This allows a company to act quickly and make necessary changes in order to improve operational efficiency and effectiveness. A well-defined set of KPIs can not only lead to improved performance but also help to create a strong organizational culture by ensuring that everyone is focused on the same performance goals while providing a valuable source of data to inform strategic decisions and ensure that the organization is executing plans in a timely and effective manner.

Next, marketing departments should be able to measure their performance over time. This involves setting additional KPIs that can measure how successful the marketing team is in achieving its goals. Looking for ways to improve their processes and procedures in order to deliver better results can be demonstrated clearly in the right set of KPIs.

The use of efficiency KPIs can be crucial for creative teams aiming to increase the overall operational maturity of their organization. By setting specific measurements for improvement in their operations, teams can identify areas of weakness and opportunities for improvement. In addition to helping identify and address gaps, KPIs also provide tangible data around operational performance which can be used to inform future decision making.

The expectations of marketing and creative operational maturity are higher than ever, and organizations that embrace these changes and stay abreast of the latest industry trends will be well-positioned to succeed in a highly competitive landscape. By improving processes, utilizing data-driven insights and consistently creating appealing content, organizations can achieve unprecedented levels of success. 

Ideally, the best way to discover your company's operational maturity is to conduct an assessment. This assessment would involve looking at your current day-to-day processes, operations and systems to identify areas of strengths, weaknesses and gaps. It may also involve interviewing staff members to get a better understanding of how their roles work within the organization and how they interact with other teams, as well as a review of the technologies available to the Marketing and Creative teams. Once these are identified, the findings should then provide an overall insight into the organizational maturity level and guide the development of actionable KPIs, to help identify the areas that need improvement. Just remember to regularly review and update KPIs so that they remain relevant and current.

By setting specific goals and performance metrics, marketing and creative teams can ensure their operations are running as efficiently as possible. Utilizing efficiency KPIs can ultimately help teams save time, money and make better long-term decisions.

Starting this journey may seem arduous, but you are not alone. Cella can support your team by providing more in-depth assessments and consultative advice to help you further along the path to increased operational maturity. 

Speak to one of our operational maturity subject matter experts now and discover your operational maturity level today!