5 practices to improve collaboration of marketing and design teams

Aarya Morwal

4 min

Marketing defines the brands, and design communicates the brand. Therefore, it is essential to keep a strong positive relationship between marketing and design teams.  

Though the goals of both departments are the same, the methods to achieve them differ drastically. The pressure to achieve these goals while collaborating with the other teams can become overwhelming at times. The tension between the two departments could result in cold wars, miscommunication, and other unwanted rivalries. 

We need to ensure that there is a smooth and productive functioning between the two departments. The departments can achieve it by using the following ways : 

1.Start from planning and end with the execution 

While beginning to conceptualize and strategize the objectives and key results for the quarter or month, the teams should chat regarding their contributions and collaborations. The inputs from both departments would make the planning process more accessible and help them attain the desired results in an asynchronous and organized manner. 

It would help them break the ice and allocate tasks to the respective team members and the different units. The marketers and designers will get a chance to present their ideas and get to know the plans of the others.

A good start will keep the marketing and design teams going. But staying in the loop and follow-ups are essential to achieve the planned results. Thus, from planning to execution, the groups should work harmoniously. 

2.Bridge the communication gap

 "The biggest challenges can be communication and not operating as one entity," explained Emily Kolvitz, head of content at Bynder.

After understanding and setting goals for the marketing and design teams, teammates need to have a healthy discussion regularly. This practice helps bridge the communication gap and makes the other team well aware of the progress of their partnered team. Moreover, the channelization and culmination of tasks are done well if there's healthy communication. 

3.Setting flexible deadlines & work asynchronously 

Imagine that your team decides to post a blog on World Technology day. The design team is ready with the creatives within a day, but the content team struggles to meet their deadlines because of prior work. 

The marketing and design teams can avoid the scenarios above if the work is declared prior and flexible deadlines between the interrelated groups. We can't change the date for World Technology day, but having it in the content/ marketing calendar will help both teams work well in advance.

The asynchronous working style helps designers and marketers enjoy the privilege of working in as per their best suitable productive hours of the day. It will be beneficial for the teams to function and collaborate to bring out the best results.

4.Use a common platform 

The marketing teams work on email campaigns, blogs, paid advertisements, SEO, content creation and need insight from the design teams, which have their back with the creatives in visual designs and animations. 

"We're all working from a shared space and know what's coming down the pipeline," says Emily Kolvitz. 

Having the teams under one platform for communication, sharing, collaborating, or resource channel helps the teams understand the work scope. The allocation of collaborative tools also helps keep the teams in the pipeline regarding the upcoming tasks and deadlines. Bottle helps you keep a tab on your work by keeping you updated on the deadline, channelizes resources, brings work and time management at arm's length. 

5.Real-time feedback

According to the Content Marketing Institute, 32% of marketers think their content creation workflow is fair or poor. 

If we understand why marketers believe in the above lines, there lack feedback between teams. To avoid a turf in the work management system, there should be scheduled and timely feedback given to both teams. The consistent and regular feedback will help either section to improve on the quality and type of work. Also, it will reduce the time for redoing work. 


The real-time feedback can be given to designers and marketers on Bottle as well. Therefore, Bottle is a blessing in disguise, not just for communication but also for timely and constructive feedback. 

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