Why Creative Collaboration Tools Are A Necessity For Your Team To Prosper

creative collaboration survey

Hightail has released the results of its first State of Creative Collaboration Survey. The survey focused on how marketing and creative teams collaborate to deliver the mountains of original content needed to drive campaigns, deliver business results and increase sales and revenue.

Lack of Resources and Increased Demand are Hurting Creatives

With a growing output of content throughout every industry, the need for unique, compelling, informative, and high-quality content is an absolute nowadays. Search algorithms require it, social networks thrive on it, and businesses profit from it. However, as demands rise, creatives are being crushed.

Over 1,000 marketing and creative professionals responded, providing input that their creative collaboration process is too stressful, too wasteful and, dilutes the quality of the creative content. An ineffective, broken process for creative collaboration is stressful, ruining team morale and negatively impacting quality of creative output.

Original high-quality content fuels  growth. Marketing teams are challenged to meet increased demand and produce more original content that is personalized, relevant, meets brand guidelines and of the highest quality, and most need to do it with the same resources. This problem is growing more urgent and the best teams are looking for innovative ways to collaborate — from conception to completion — in order to meet this growing demand. Hightail CEO, Ranjith Kumaran

87% of creatives agree that it is important for their organization to maintain content quality while easily scaling existing resources to meet the content demand.

  • 77% of creatives agree the creative review and approval process is stressful
  • 53% of creatives say the increased stress is a result of more people becoming involved with content review and approval
  • 54% of creatives agree their marketing teams are disengaged, due to the stress
  • 55% of creatives worry about meeting the increasing demand for more, high-quality content
  • More than 50% of creatives say all parts of their creative development process are problematic

It’s not “just” a marketing problem, it hurts the whole business

A broken process costs real money, and delays are tied to slower revenue growth:

  • 62% believe time and money are being wasted when correcting misunderstandings and miscommunications that come about from the broken process.
  • 48% say that their revenue growth has been hurt because they could not deliver quality content at a fast enough pace;
  • 58% say increasing sales and revenue is the biggest business benefit to addressing challenges in the creative collaboration process
  • 63% say they are not able to test different creative as much as they want to, limiting the impact of their media investment

Teams are Looking for a Better Way to Collaborate

Even though marketing and creative teams may complain, 85% say that teamwork and collaboration — when it’s good — can be one of the best parts of their jobs. While the study revealed that 36% believe that there is no technology solution to fix the problems they face with creative collaboration, that’s just not true.

We actually utilize Hightail with our own clients to help review graphics, animations, podcasts, and video with our clients. The platform does provide a clean interface for team ideation, asset management, visibility, feedback, and approval.

creative collaboration

One comment

  1. 1

    Great article Doug!

    Here’s another reason creatives need collaboration tools–they can greatly enhance their productivity by working at home at least a few days a week.

    Look, the creative process needs some quiet solitary time to be creative. Cubicle Farms have wrecked that in the workplace, for the most part. It’s just a lot harder to get into the Zone and stay there long enough to get results without constant interruptions.

    Then there’s the commute. I used to waste 3 hours a day driving back and forth to my job in Silicon Valley. Those hours didn’t do my employer or me any good at all–it was time lost and added stress.

    Imagine recovering those 3 hours even 2 days a week–6 more hours of productivity. And, probably more productivity in a quiet home office.

    But, it only works if you can still collaborate and not be cut off.

    This is just one of the things I go through in describing the productivity system I use for my own work. As a Solopreneur, I’ve built an online business that gets 4.5 million visitors a year and generates a handsome income. There’s just no way I could’ve done that without this kind of productivity boost.

    I describe my system in a free online course available here:


    It’s particularly focused on the needs of creatives, so I hope your readers can benefit.

    Looking forward to your next great post.

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