Integrating and enabling Adobe Workfront for Chartered Accountants ANZ

Improving capacity management to deliver increased efficiencies through data-driven decisions.

Chartered Accountants ANZ secured universal project visibility and efficient workflows.

Chartered Accountants ANZ (CA ANZ) is a leading professional body representing over 139,000 finance professionals. With a 50-strong marketing function spanning ‘member’ and ‘career’ departments, the organization faced siloed teams, operational in-efficiencies, and lack of visibility over capacity and productivity.

Addressing this challenge head-on, Marketing Operations Manager, Anthony Pignatiello, gained executive buy-in to a vision that would digitally transform marketing operations from a disparate set of teams into a synchronized function. Focused on outcomes that would effectively drive organizational performance and improve value for its members, CA ANZ partnered with Bluprintx to accelerate the initial implementation of Workfront including DAM integration.

Results 

• Data-led capacity management.
• Real-time visibility into project status and team productivity.
• Increased efficiencies through improved resource allocation.

Highlights

• Improved visibility – Workfront delivers accurate insights into how fast the team can deliver to market and brings metrics into visibility. 
• Improved communication – consolidation of communication into one system has unified teams and streamlined campaign management.
• Increased capacity – removing siloes increased capacity by enabling multi-skilling across ‘member’ and ‘career’ marketing departments.
• Real-time reporting – productivity dashboards equip the executive team with data to drive resourcing decisions.
• DAM integration – gives team autonomy to create assets while Workfront ensures efficient management of high growth projects.

Insights

Effective change management underpinned the success of CA ANZ’s accelerated Workfront implementation. Securing executive buy-in from the start and then keeping lines of communication open with the marketing team at every stage, was key. Not only during initial set-up and launch, but post go-live as CA ANZ strived to firmly embed Workfront. Weekly meetings and a ‘support hub’ packed with video tutorials specifically for CA ANZ’s instance all contributed to the rapid roll-out success.

Standardizing processes and putting these before the platform configuration were also critical. Mapping out and then setting predecessors and dependencies, CA ANZ could collaborate with Bluprintx to digitize these as automations and flows in Workfront.

When looking at how best to use Workfront to meet its outcomes, CA ANZ didn’t believe the system should be used as a timesheet. Instead, the organization wanted to focus exclusively on capacity and productivity. For accurate reporting, this saw a 30 percent adjustment made to account for how many hours a team member could be ‘productive’ in a day.

Scoping out a phased implementation that will see additional integrations brought online over time, CA ANZ recognized the importance DAM integration would play in the initial launch success. Connecting Bynder with Workfront has streamlined campaign management as teams can access pre-approved assets through the DAM or create new assets as part of a wider Workfront project.

“Bluprintx understood what we needed to achieve in the timeframes. We trusted them to deliver, and they did. The accelerated Workfront implementation with DAM integration is already driving efficiencies, data-driven decisions and a more productive marketing department.” 

Anthony Pignatiello, Marketing Operations Manager, Chartered Accountants ANZ