There is a creative designer at our company. She is amazing and I have been working with her for more than 10 years. She is super talented. Unfortunately, her skills and times are mostly used to create presentations for our executive team. I personally think it’s a huge opportunity cost. Her skills would be worth a lot of money if we could use those skills to drive marketing activities.
Design is important in marketing (every area really). The one thing I’ve never done is I never ask her (the designer) to share her input in our strategy. She would add different perspectives. A consistent design is a life-blood of how you want your brand to be remembered.
People know what a good design looks like when they see it. A good design is hard to quantify into $$ amounts. But, it does play a crucial role in our marketing efforts. Her skill shouldn’t be used to create presentations.