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4 KPIs Every Creative Team Should Be TrackingHow to Keep Proving to Leadership That Your Creative Team is Worth ItProving the Worth of CreativityIf a creative team helps to increase the bottom line and can't prove it, did it really help the business at all? Tracking the impact of a creative team in any company is a tricky task, and 73% of CEOs think marketing and creative teams lack business credibility because they can't prove that they generate business growth. It's unrealistic to think you can accurately show how creative work directly increases revenue, but that doesn't mean there's no way to show upper management that you belong—it just requires a different approach.
Creative Teams Always Have CompetitionMost companies recognize the importance of an attractive and well-managed brand, so they're willing to spend money for creative work. However, even though the need for corporate creative work is a given, who does the creative work is subject to change. Many C-suites, and even internal clients, fail to see how doing creative work in house is actually beneficial to the company. Because of this, in-house creative teams are often scrambling to outshine the competition—external agencies.
It’s Up to You to Show Why You MatterTo show your company that you and your team are an invaluable and integral part of the success of the business, start measuring the right key performance indicators (KPIs) starting with these four…
1. Lead Time Per ProjectLead time refers to how much time a project takes from request to final delivery. This KPI essentially measures efficiency. Tracking lead time means you can see how efficiently your workflows and individual employees are working.
2. Estimated vs. Actual Project TimeSimilar to lead time per project, estimated vs. actual project time takes efficiency-tracking one step further by comparing what the team said they would do to what they actually did. After tracking this KPI for a while, your team should be able to give fairly accurate estimates to internal clients on how long to expect for certain projects.
3. Estimated vs. Actual Project BudgetIf you can keep projects within budget, you'll earn a few more trust and respect points from the rest of the company. if your team can't do it better and cheaper than an external agency, projects will be contracted out until you and your team become obsolete.
4. Client Satisfaction RatingsClient satisfaction ratings can be measured with a short post-project survey. Regularly check in on what they think about your service and focus on improving.
Only Measure What’s Worth Your TimeIf you're collecting data just for the sake of having more graphs, then ditch that KPI or trade it out for something that will actually help your team be more cost-efficient, more time-efficient, or improve the quality of your deliverables.
Become Your Company’s Creative AuthorityTaking a little time to measure your creative team's performance will earn your team respect and trust from upper management and the company as a whole. Plus, you'll establish yourself as the creative authority in the company, so that, if there's an external agency in the picture, it's because you hired them.
