5 Things Marketing Teams Working With Design Teams Need to Know
By StreamEye | 25/05/2020
Whether it’s with an internal design team or external agency, most marketers regularly collaborate with designers. But far too often, that collaboration can lead to poor communication, improper tools, and unstructured work.
Before these issues occur, discover the 5 elements you might be missing to successfully collaborate between your marketing and design teams.
1. Knowing when you should bring in a design team
Even a well-functioning marketing-design system can get gummed up with small tasks. Going back and forth on small design tweaks makes it difficult to keep priorities clear; it also makes it nearly impossible for designers to get into a good workflow state.
The solution here is to empower marketers to make small design updates as necessary to eliminate the need for inefficient handoffs. With a smaller overall number of tasks, designers can focus and prioritise more effectively. But first, you’ll need to create clear requirements for when a task can be pushed to the design team – and then stick to it. The right software is also a key player (more on that later).
2. Structuring your marketing-design collaboration
When marketers are unsure whether to involve designers, how to prioritise design requests, or what timelines to expect, it’s difficult to remain efficient. Keeping both teams productive (and sane) requires structure.
Start with a shared document which contains all of the expectations and requirements for cross-team collaboration. If something is unclear – or should there be a dispute – both groups have a common set of rules to refer to (without involving management).
3. The right tools make all the difference
Everything in marketing is made easier by having the right tools on hand. Besides common collaboration tools like Asana, Trello, and GDrive, it’s crucial to provide tools that enable marketers to work more independently.
Automating work used to require active collaboration with designers. But StreamEye allows marketing teams to take a single design for a banner and make modifications or simply update the included information at scale. It even enables marketers to use a single design and create multiple formats and sizes.
So when there are changes in PPC advertising, email signatures, or on a landing page, there’s no need to involve your design team on minute tasks. This is an enormous time saver for both teams.
4. Accountability is key
Getting the best work out of your marketers and designers requires accountability. Uncertain responsibilities (and too many small tasks getting thrown around) means that when something goes wrong, it can be hard to track down the responsible party. Fewer tasks, clearer rules for collaboration, and excellent tools can easily determine who’s done what, and make it simple for managers to hold team members accountable.
Accountability is also critical for getting results because it affects workplace culture. When someone knows they’re being held to task, they avoid careless mistakes and feel that they can rely on their colleagues more.
5. Happier designers produce better work
The creative side of design is always difficult to scale, but getting the most out of designers is about more than just optimising processes: it’s also about optimising ingenuity. One surefire way to dampen creativity is with piles of repetitive work.
A poll of designers at Invision found 80% tied their happiness to their work quality. Giving them ample space to create fewer, higher-quality designs has major benefits for designers (and their managers).
Eliminate the need for designers to mindlessly update text in banners or resize designs for all their functions, and let them focus on more important things.
Collaborate stronger, better, and more effectively
Curious how StreamEye can empower your marketers and designers through automation, accountability, and greater capabilities? Our experts will walk you through how StreamEye can seamlessly integrate into your work and bolster your entire marketing team’s efforts.