We had the pleasure of chatting with Ade Risidore, a marketing maverick with a background that’s anything but traditional. Ade shared his journey from product design to sales, and eventually, to crafting compelling marketing narratives. His knack for creating "aha moments" is precisely why he's the perfect voice on this topic.
"I love creating narratives for people, building out that story and seeing the appeal more than anything. Seeing the epiphany moment when it drops is priceless."
So, what exactly are these dreaded layers of sign-off? Ade paints a vivid picture: you start with an amazing idea, everyone’s on board, but then… bureaucracy happens. The need to get approvals from the CMO, CEO, and possibly ten others turns your vibrant concept into something bland or, worse, keeps it from ever launching.
"Because of the layers of sign-off, by the time you have it signed off, the impact of the content... just kind of fizzes out."
This isn't just an inconvenience; it’s a creativity killer. When every piece of content has to pass through multiple hands, the original spark can get lost in translation, resulting in campaigns that are safe but uninspiring.
But hold on—Ade isn’t here to bash the sign-off process entirely. It has its place, especially in maintaining quality and consistency. The trick is finding that balance where sign-offs support rather than stifle creativity.
"Sign-off as a whole is a good practice to have in place when you're dealing with content distribution. It has its pros but it has to be done in the right way."
The key? Streamline the approval process without compromising the integrity of your content. This means establishing a clear editorial process that aligns with your core narrative. Instead of sending individual pieces for approval, ground your content in a well-defined strategy that everyone understands and supports.
Ade emphasizes the importance of winning over stakeholders by making them feel like a part of the journey. This involves engaging them with the core narrative and ensuring they see the value in the marketing efforts.
"Everyone has to be a part of the journey and that is our responsibility. There's no right or wrong. If you're not involving them through engaging them, you're at fault."
Internal advocacy becomes a powerful tool when stakeholders feel ownership over the campaigns. This reduces the friction during the sign-off process because the key players are already on board and excited about the direction.
One of the standout points from our discussion was the importance of documenting your processes. When everyone understands the "how" and "why" behind your marketing strategies, the approval process becomes smoother and more efficient.
"Have a process but don't just have a process—take the time to document that process. Write it down so people know exactly what you're expecting."
Documentation serves as a reference that can preemptively address concerns and questions, minimizing the back-and-forth during approvals. It’s about creating transparency and setting clear expectations from the get-go.
Perfectionism is another hurdle that slows down the campaign launch. Ade advocates for "time boxing," a technique where you set strict time limits for each phase of your project. This approach ensures that you prioritize progress over perfection.
"Time boxing, and it's not just time boxing for leadership teams. Time boxing all the committee around it and driving momentum."
By setting deadlines and sticking to them, you can keep your marketing efforts agile and responsive. This flexibility allows you to adapt to changing circumstances without getting bogged down by endless revisions.
At the heart of a streamlined sign-off process is trust. Trust that your team members are capable of making the right decisions without excessive oversight. Trust that the narrative you’re pushing aligns with the company's goals and values.
"Everything starts with foundational trust. Seek first to understand."
Establishing this trust requires consistent communication and a clear understanding of each team member’s role and expertise. When trust is in place, the need for multiple layers of approval diminishes, allowing for more efficient and creative marketing outputs.
Excessive sign-offs don’t just delay campaigns—they can have a tangible impact on your business’s bottom line. Delayed campaigns mean missed opportunities, decreased momentum, and ultimately, lost revenue.
"Every time you delay, you’re sacrificing something you cannot afford to trade off. You’re either giving up or doing busy work."
Moreover, the inability to quickly launch and iterate based on real-world feedback can stifle growth and innovation. In today’s fast-paced market, speed and adaptability are crucial for staying competitive.
Navigating the layers of sign-off in marketing is undoubtedly challenging, but with the right strategies, it’s possible to maintain creativity and efficiency. By fostering trust, documenting processes, and setting clear objectives, you can break through the bureaucratic barriers and launch impactful campaigns that resonate with your audience.
Remember, the goal is not to eliminate sign-offs entirely but to create a streamlined process that supports and enhances your marketing efforts. As Ade aptly puts it:
"It's about hearts and minds and internal marketing being as important as external marketing."
So, let’s blame it on marketing—not to criticize, but to improve and innovate for better, more creative campaigns.