Members Only: Main | Benefits of Membership | Articles & White Papers Presentation Archive | Photo Gallery | Member Directory | Job Opportunities Discussion Forum | Board of Directors Only If Technology is on My Side, Why Isn't the Approval Cycle Shorter? -- by Robert Neff After working closely with a client for days, weeks, and months to bring a brochure, campaign, or ad spot to the final approval stage, why, in this age of warp speed technology, hasn't the approval process shortened? Why, when all the steps have been taken, does it still take so long to get the final "go ahead?" Don't jump to the immediate conclusion that the agency's work is somehow not perfect. We're faced with the fact that today's technological advances may actually slow traditional processes -- you know, the stuff we learned in Advertising 101. Walk down the mahogany cubicle hallway with me as I seek final approval on a project. Bring your mug, as there will be plenty of time for coffee. But first, send me the final copy to present. Forget faxing it over; faxes are totally illegible, and it's impossible to imagine the six-color print job in black and white. I prefer an electronic transmission -- e-mail -- if you can send it in a format that I can actually open, read, and print without summoning a system admin from the help desk. Okay, with copy hardcopy in hand, our first stop is signature "A." She's not available, and her in-box is full. Even the pile of papers on her chair signifies that a quick sign-off is as likely as me wearing socks in the summer. A sticky note on the copy asking for IMMEDIATE REVIEW & APPROVAL or URGENT DEADLINE might actually work against us. After, as marcom managers, we present ourselves as diligent, project-juggling, deadline-sensitive professionals. Do we hurt ourselves by suggesting that we didn't meet or set our deadlines in order to accommodate a new, lengthier approval cycle? The reality is that we cannot go forward without the proper approvals. But, as we and our colleagues and bosses have more access to information, we marcom managers must now take into account the additional time it requires to gather, process, and include the latest and most accurate information, i.e. directory information, titles, production schedules, inventories, shared promotions, on-hand collateral, competitive information, and the like. "Breaking news" is available almost immediately right on the desktop, along with information that can drive revisions, which potentially leads to additional questions and revisions. Technology does expedite data, so the marcom manager must be the one who draws the (dead)line in the sand. At the very least, the marcom manager must advise the approvers that the longer the file sits on the disk, the more the digital data degrades (the D32 effect). While it may seem that technology has only saved us a trip to the fax machine and made getting a hard copy easier, we've seen it's effect; production and approval processes and timelines have changed. That may be good news. Just maybe, wešll all have time to do lunch, play golf, and whatever else it is that marketing managers and their agencies used to do. Robert Neff is employed at EDS in Dallas. He is also a past president of the D/FW chapter of the Business Marketing Association. Home | About the BMA | Calendar of Events | Members Only Sponsors & Partners | Free Newsletter | Related Links | Site Map © 2002 Business Marketing Association. All rights reserved. Contact us at info@bmadfw.org for more information.