If a creative team helps to increase the bottom line and can't prove it, did it really help the business at all? Tracking the impact of a creative team in any company is a tricky task, and 73% of CEOs think marketing and creative teams lack business credibility because they can't prove that they generate business growth. It's unrealistic to think you can accurately show how creative work directly increases revenue, but that doesn't mean there's no way to show upper management that you belong—it just requires a different approach.

1. 4 KPIs Every Creative Team Should Be Tracking
How to Keep Proving to Leadership That Your Creative Team is Worth It
Proving the Worth of Creativity
If a creative team helps to increase the bottom line and can't prove it, did it really
help the business at all? Tracking the impact of a creative team in any company is a
tricky task, and 73% of CEOs think marketing and creative teams lack business
credibility because they can't prove that they generate business growth. It's
unrealistic to think you can accurately show how creative work directly increases
revenue, but that doesn't mean there's no way to show upper management that
you belong—it just requires a different approach.
Creative Teams Always Have Competition
Most companies recognize the importance of an attractive and well-managed
brand, so they're willing to spend money for creative work. However, even though
the need for corporate creative work is a given, who does the creative work is