5 Key Metrics to Measure the Effectiveness of Your Approval Workflow

By Jodie Byass


Feeling the Pinch of Missed Deadlines and Inefficient Marketing Approvals?  A streamlined review and approval workflow is the secret weapon of high-performing marketing teams. It keeps projects on track, launches campaigns on time, and maximises your team's potential. But how do you measure the effectiveness of your current process and identify areas for improvement?

Here are 5 key metrics to track, along with actionable insights and additional considerations to help you optimize your approval workflow and unlock a significant boost in marketing ROI.

1. Meeting Deadlines: Keeping Your Marketing on Track and Avoiding Costly Delays

Missing deadlines can have a ripple effect, impacting everything from campaign effectiveness to brand reputation. To stay on schedule, consider these strategies:

  • Implement Project Management Tools: Tools like Simple Admation that automated deadline reminders provide real-time visibility into approval and project timelines. This allows everyone on your team to be aware of upcoming deadlines and potential bottlenecks, enabling proactive adjustments to keep projects moving forward.

  • Set SMART Goals: Specific, Measurable, Achievable, Relevant, and Time-bound goals ensure clarity and focus throughout the approval process. Define clear deadlines for each stage of the workflow, considering factors like stakeholder availability and project complexity.

  • Communicate Effectively: Maintain open communication with all stakeholders involved in the approval process. Regularly update teams on progress and potential roadblocks to ensure everyone is aligned and working towards the same deadlines.



2. Minimizing Revisions: Streamlining Communication for Faster Approvals and Reduced Frustration

High revision counts often indicate a breakdown in communication. Unclear briefs, lack of stakeholder alignment, and unclear feedback can all lead to delays and frustration. Here's how to streamline communication and minimize revisions:

  • Invest in Online Proofing Tools: These online proofing tools offer features like version control and annotation, allowing for clear and concise feedback directly on the marketing materials. Stakeholders can pinpoint specific areas for improvement, eliminating confusion and keeping revisions to a minimum.

  • Standardize Feedback Processes: Develop a clear and consistent review and approval workflow process for providing feedback. This could involve using templates or checklists that outline specific criteria for evaluation. Standardizing feedback helps ensure everyone is providing constructive and actionable input, reducing the need for multiple revisions.

  • Consolidate Feedback Loops: Avoid situations where feedback comes from multiple sources at different stages of the approval process. Designate specific points in the workflow for feedback collection to streamline the process and prevent revisions due to conflicting requests.


3. The High Cost of Delayed Feedback: Fostering Real-Time Communication and Prioritization

Industry reports show that a single day's delay in launching a campaign can significantly impact ROI. Here's how to combat the high cost of delayed feedback:

  • Set Clear Timelines for Feedback: Establish realistic turnaround times for each stage of the approval process. This helps stakeholders prioritize their feedback and ensures projects stay on track.

  • Utilise Real-Time Communication Tools: Communication platforms that facilitate quick back-and-forth discussions allow for faster resolution of minor issues and prevent delays caused by waiting for email replies.

  • Identify and Address Bottlenecks: Track how long each stage of the approval process takes to identify any bottlenecks. This could involve analysing data from your project management software or simply having open discussions with stakeholders to pinpoint areas where delays are occurring.


4. Streamlining Approvals: Optimizing the Number of Required Sign-offs

Having too many approvers in the workflow can lead to delays and bottlenecks. Here's how to optimise the approval process by streamlining the number of required sign-offs:

  • Map Your Workflow: Visually map out your current marketing approval process to identify unnecessary steps and redundant approvals.

  • Define Approval Criteria: Establish clear criteria for who needs to approve each type of marketing material. This could be based on project complexity, budget size, or target audience.

  • Empower Your Team: Trust your team members to make informed decisions within their area of expertise. Delegate approval authority where appropriate to avoid unnecessary delays.


5. Monitoring Cycle Time: Ensuring a Smooth Workflow from Start to Finish

Cycle time refers to the average time it takes for a project to complete the entire approval workflow. Tracking this metric provides valuable insights into the overall efficiency of your process. Here are some strategies to improve your cycle time:

  • Identify Bottlenecks: Analyze your cycle time data to pinpoint stages in the workflow that are causing delays.

  • Implement Automation: Utilise automation tools to streamline repetitive tasks within the approval process. This could involve automating email notifications or routing tasks to specific team members.

  • Continuously Improve: Regularly review your approval workflow and make adjustments based on your data and team feedback.


Conclusion: Unleash the Power of a Streamlined Marketing Workflow

Feeling the pinch of missed deadlines and inefficient marketing approvals? It's time to take control! By identifying areas for improvement in your current workflow and implementing these key strategies, you can improve the way your marketing team operates. Imagine faster approvals, minimised revisions, and a team firing on all cylinders.

Ready to unlock the hidden potential within your marketing process? Discover how Tourism Australia enhanced its project management and streamlined marketing process with Admation. This case study provides an overview of their journey from email-based workflows to structured efficiency.

Tourism Australia Case Study CTA