How Are You Measuring Success In-House?
By Ed Roberts
Predictive modeling, descriptive modeling, decision modeling are all components of predictive analytics used to determine the success or failure of many business objectives. More and more, measurement—especially in an economy recovering at a sloth’s pace—is crucial in revealing whether an initiative needs to be severed or if a team is successfully advancing their company towards a better alignment with established strategic goals.
We may be entering an era of the creative class, but yikes, y’all, numbers don’t lie and the bottom line, well, it’s still at the bottom and omnipresent on the minds of those at the top of your company’s organization chart. The stakes are high in business (more so since 2007), and if you are not adequately measuring and able to quantify your in-house team’s success, you may end up being one of those budgetary line items that mysteriously gets deleted during one of Finance’s budget planning sessions.
If you are thinking: Well, duh! Great! You probably have a solid workflow management system, create thorough creative briefs that outline both the marketing strategy along with the creative inputs, and when your team creates that website, you are concerned with how the site was crafted while also being keenly aware of the bounce rate percentages among other success measuring analytics. You’re operating “like a boss” and your team should take comfort in knowing they have real job security. If you aren’t, well, see you later decorator.
In-house teams must be savvy, strategic and creative business professionals. We have to measure our success and we must incorporate tools into our projects that enable us to measure success or failure.
There is one key performance indicator that many in-house managers fail to realize is an incredible tool for measuring success in-house. That measure comes from entering competitions that recognize your team for creating stellar work. Entering design competitions is an incredible way for your in-house team to measure its creative and strategic effectiveness against the work produced by other creative teams on a local to international stage.
It is important for your in-house team to know how they rank among the best creative teams not only in their hood but also outside their city limits. Building a solid in-house team takes a great deal of hard work. Building your team’s reputation as a creative powerhouse externally can be used to measure its success internally. There is nothing better than hearing a sigh of relief from the new VP of Marketing as they pass shelves weighted down with ADDYs, Bronze Anvils and recognition from both PRINT and HOW magazines, while walking through the creative department.
Outside agencies have used awards to measure their success and build credibility amongst old and new clients for years. There is absolutely no reason why in-house agencies can’t use awards as a measure of success as well. It’s competition season folks; start entering and measuring your success.
Ed Roberts is a Creative Director who has assembled a brilliant in-house team of strategic, creative superheroes. Together they recently won 16 ADDY’s and three Telly awards for print, Web and broadcast work developed for ElectriCities of NC, an organization that manages billions of dollars in electric generation assets and serves over 500,000 consumers. Follow Ed (@InHouseObs) on Twitter for more inspiration and insight.
Get national exposure with the best competition in the industry for in-house designers. Enter the InHOWse Design Awards Competition! The deadline is May 1, 2013.
HOW’s InHOWse Design Awards recognize the best creative work produced by designers working in corporations, associations and organizations. From corporate identity, sales collateral, point-of-purchase displays, employee communication, membership materials and more, this premiere awards program shines a spotlight on an under-represented segment of the design industry, giving in-house designers the kudos they deserve.