The Case for Bringing Marketing Teams onto Globaledit
Effectively driving brand reach, engagement, and conversion often relies on marketing teams getting the right content to the right place at the right time. Building a scalable system and maintaining consistent adoption across teams is no easy task, but the impact on both productivity and team morale is clear—and the data speaks for itself.
A well-integrated creative and marketing workflow is a defining characteristic of high-performing teams. Its impact stems from creating an environment that makes people’s working lives more:
- Pleasant because the process is reliable
- Productive because everyone is on the same page
- Simple because everything is in one place, ownership is clear, and status is defined
When marketing teams adopt the same systems and processes as creative and digital production teams, everyone who touches the content works from a single source. This alignment is a prerequisite for scalability. A recent study even identified connectivity between teams as a non-negotiable for CMOs to build growth-oriented operating models. While each function may use its own tools—producers might rely on Capture One, designers on Photoshop, project managers on Asana, and marketers on Figma—connecting the entire workflow in a single platform ultimately enables marketing teams to work better by planning effectively, accessing approved assets immediately, automating campaign sequences, and iterating on content dynamically to improve performance.
Take, for example, a product launch. For us, the process begins with a brief, followed by the shoot, post-production, and editing cycles. From there, we go through review cycles with product, creative, and leadership teams, culminating in a coordinated social, email, and OOH campaign. This workflow involves at least 4 different teams, a few freelancers, and countless dependencies. Globaledit is the backbone that supports our creative, digital, and marketing teams throughout the entire process. It’s how we know which round of retouching we’re in and who owns next steps, how we share content with leadership for review, feedback, and approval, and how we push final assets to the website, media, and social teams responsible for adding them to their portion of the campaign.
The platform helps us do this systematically and we’ve designed our processes using many of Globaledit’s markup, organization, and sharing features. There are other platform features that we don’t use as heavily but I see some clients depend upon; that’s the beauty of a workflow platform. It’s open and flexible, enabling companies to construct workflows that serve their unique internal needs. Regardless of the process you build, the result is the same: marketing teams are able to plug into the creative process, get campaign content from a single source, gain visibility into prior comps, reviews, and ratings, and access every format required for each campaign.
This centralization breaks down the bottlenecks that naturally arise when different functions have different working methods. A creative workflow platform supports cohesion by eliminating the workarounds that are often created to maintain accuracy, instead allowing all teams to look at a project holistically. It also allows teams to be more agile when speed matters most. A central, organized platform empowers downstream teams to independently iterate on approved creative to optimize campaigns, in turn impacting spend and revenue.
As these processes became second nature, we started to genuinely collaborate with other teams. The disconnected assumptions and frustration of not knowing where things stood disappeared. Instead, we could reference assets in real-time, play off of updates instantly, and contribute from anywhere without waiting for status meetings.
To distill it down to one key point: centralization and integration fuel the ability for marketing teams to build and publish great stories. When your content is easily accessible and shareable within a single, integrated space, your team becomes:
- Capable because they are informed
- Productive because their processes are reliable
- Collaborative because they’re more empowered to contribute
In today’s integrated marketing landscape, consider how this kind of workflow could work for your team too.