Coordinating an effective marketing campaign is a difficult task in itself, but what happens when proposals, requests, and updates to spreadsheets and emails are lost? The process becomes even more difficult for marketing and creative teams, who now have to waste valuable time and resources searching for the information they need to complete their project.
To remedy this disruption, the Asana work management platform has introduced a new platform A solution that makes it easier for teams to manage the entire marketing and design process from start to finish. TechRadar Pro spoke to CMO Dave King of the company to learn more about Asana's marketing and creative teams, as well as upcoming plans.
What are the challenges for marketing and creative teams?
Forty percent of UK employees spend most of their day in meetings to track or organize information or inform others about the status of work, as opposed to their actual work. It's like having the busiest day, but it feels like you have not achieved anything. We call this "work on work".
Nowhere do we see the challenge of working more than working with marketing and creative teams. In our digital age, companies are encouraging their marketing and creative teams to create ongoing campaigns. This means more content needs to be created for more channels than ever before ̵
While other departments and industries have centralized software tools for managing their processes, marketing is still largely conducted on spreadsheets and other programs in e-mail. According to the Content Marketing Institute, more than a quarter of marketing teams have ongoing bottlenecks in campaign development. Given the cross-functional and highly collaborative marketing campaigns, this is a universal pain point especially for global marketing teams.
How can this product perform better for marketers?
To meet this challenge, we today launch Asana for marketing and creative teams – an end-to-end solution for teams that complete their entire marketing and design process from start to finish. Asana, for marketing and creative teams, serves as a single source of information for organizations to set the objectives of the marketing team, coordinate global marketing campaigns, and manage the entire creative production process from the first order to the final deployment of the asset.
Marketing teams need to eliminate bottlenecks and labor-intensive tasks in order to run always-on campaigns. With portfolios, teams can see in real-time how work is progressing, helping employees quickly identify and eliminate bottlenecks. Comprehensive status meetings are no longer required.
Conversely, creatives often receive requests to create content in emails, spreadsheets, or even calendar events! Our new features and integrations streamline the creative process, from Forms for creative requests and briefings, to Adobe Creative Cloud integration, which allows designers to accomplish tasks and share assets. In addition, proofing makes feedback visual and understandable, and approvals take away the ambiguity of the approval process. We also work with the tools that creatives love the most, including Litmus, Slack and Dropbox, to make sure Asana is everywhere where the creative work takes place.
Which marketing teams will benefit from this update? Can you give an example?
Sony Music's catalog division is responsible for keeping artists like Jimi Hendrix, Mariah Carey, Michael Jackson, and Beyoncé in strong rotation with creative social media and email campaigns. With the support of more than 1,000 artists in multiple concurrent campaigns, creative and copying desires were often lost in endless email threads and drive-by conversations.
With Asana, all of their needs are summed up in a project linked to the campaign team calendar, so the creative requirements and due dates are clear. Not only will the requirements be completed on time, but the team will be able to accurately communicate the status of all creatives to the stakeholders and the executive. With their team moving to Asana, Sony Music's catalog division has been able to streamline their processes and reduce creative production time by 75%, saving an average of 60 hours a month.
How do you differentiate yourself from your competitors?
The sad reality is that in addition to some of the world's best-known brands, there are still many ugly spreadsheets, endless email threads, and tedious status updates. Teams have never had a solution to manage the entire process from marketing strategy through planning to production and execution. With the launch of Asana for marketing and creative teams, these highly cross-functional, collaborative teams gain a single source of truth that guides their work from creative to campaign launch.
What's next with more product updates? What attracts you to Asana's plans this year?
Last year was a breakthrough for Asana. We achieved eight consecutive quarters of accelerated growth, generated $ 100 million in annual recurring revenue, and closed the Series E financing round with a valuation of $ 1.5 billion. We now have over 60,000 paying organizations and millions of customers around the world running on Asana every day. To support this growth, we are deploying across our worldwide offices, including our EMEA headquarters in Dublin.
I'm really looking forward to our product roadmap this year. Asana for marketing and creative teams is just the beginning. Our customers are our main source of inspiration and we continue to evolve the platform to meet their growing collaboration needs. We provide marketing executives not only a world-class tool of all times, but also workload – a whole new way to help teams balance their work later this year. It is all part of our mission to give the teams clarity about plan, purpose and responsibility in order to focus on the work that matters most.