These days, everyone has a niche. So what’s the niche of the C suite in marketing? Most would describe it as setting the course and minding the ballast of budgets and timelines. But in successful marketing campaigns, the C suite plays another important role: putting a strong wind in the sails of the creative team.

Find true north

Whatever the size or scope of the campaign, the best way to foster a smooth marketing process is with a shared vision. A candid, thoughtful discussion with your marketing team at the beginning of the project will ensure everyone understands (in very clear terms) your goals, expectations and preferences. Provide a context to show how each person’s efforts fit into the bigger picture for the company. Rather than dictate a course of action, keep it conversational and, within the project’s parameters, create an open forum for ideas. The more insight and background you provide, the better-equipped the team will be to deliver on target.

Set the sails

Just as it’s a waste of energy to row your boat when you have a 30-knot wind at your back, it’s rarely the best use of your time to micro-manage the marketing process. Assuming you set a clear tone and expectation at the outset, now is the time to step back and let the creatives do what they do best: create.

Keep a hand on the tiller

Be accessible and check in as needed to provide guidance and make sure the project stays on course. Give honest feedback, but resist the urge to step in as graphic designer or copywriter. Someone on the team needs to have enough distance from the work to keep an eye on the compass and keep the project on course. That’s where you can add the most value.

Pull in to the dock

As a deliverable is nearing completion, help the marketing team secure any final approvals from key stakeholders and assist in the product rollout. Sponsorship from a senior executive goes a long way toward encouraging everyone to embrace the finished product. And when the project is complete, stop to review the results with your team, including positive or negative feedback, process or budget issues, and overall impressions. Consider the time you spend an investment. After all, you may be working with the same crew again.