Organizational Alignment in Video Production: Budget vs Creative

There are a few key steps that can be taken to solve these problems. Most of these steps center around rectifying the difference in perspective between parties responsible for managing budgets and those responsible for creative direction.


  4 Tips for Solving Alignment Issues During Video Production

4 Tips for Solving Alignment Issues During Video Production

A well-designed video program is usually a collaborative effort that spans several people and departments within a company: creative, digital marketing, e-commerce, and procurement.  Depending on how a company’s people and budgets are organized, achieving strategic/creative alignment and seamless production execution across these functions can be extremely challenging.  

There are a few key steps that can be taken to solve these problems. Most of these steps center around rectifying the difference in perspective between parties responsible for managing budgets and those responsible for creative direction.

4 Tips for Solving Alignment Issues During Video Production

  • Identify leaders and key stakeholders. Many people will be involved in video production, but it’s important that program leadership is established early.  This leadership should include both an executive-level sponsor and an individual contributor who will serve the “program manager” role. If multiple business units will be involved, a collaborative working group of representatives from each department should meet and communicate regularly.
  • Set goals and constraints. Goals and project parameters should be the same across all stakeholders and departments. Set goals based on business metrics, as well as creative and brand objectives, for both the long and short term. Video constraints like budget, scheduling, lead times, and logistics should be determined well in advance to provide time to rectify conflicts and misalignments.
  • Consolidate and centralize operations. All processes relating to creative work, vendor relationships, and quality standards should be shared between departments. Video shoots can be batched more cost-effectively if budgets are pooled and the same vendors are used to produce multiple content types.
  • Take a phased and iterative approach. Every video production strategy should follow the crawl/walk/run philosophy. By identifying low-hanging fruit, or opportunities to use video to meet short-term business goals, a company can get some quick wins and build the momentum and foundations for a larger video program.   Once the program is off the ground, it’s important to consistently analyze and learn -- by running post-mortems after each shoot, so the team can continually make adjustments and improve efficiency and quality.

The importance of “pragmatic creative”

Although your company likely has an idea of what you want to achieve with your video program and what you want your videos to “look and feel” like, you may not be well-versed in what it truly takes to consistently produce quality content in a scalable fashion.  

Video production involves real and often difficult trade-offs that take experience, innovation, and pragmatism to fully understand and navigate effectively. An experienced video production services partner will help you reconcile your creative aspirations, brand quality bar, and business goals with your budget, timelines, product logistics, and internal staffing. They will understand how to design production models and staff a crew in innovative ways that allows you to achieve the desired balance between creative aspirations and production realities.

What to look for when selecting a video production provider

Remember that the company you choose for video program is more than just a vendor for a single project. They need to be a trusted partner that will integrate with your team, collaborate to solve problems with customized solutions, and deliver consistently content that’s on-time, on-budget, elevates your brand, and drives business results.  For more on how Invodo helps clients create integrated video production programs, contact us today.


Justin Vallejo