Electricity takes the path of least resistance; Salespeople too!**
Don’t give a 30 page brand guideline doc to your eComm paid search team. Sit, listen to their needs and deliver ready-to-use collateral. They’ll appreciate the effort you’ve saved them, your brand will be on point, and you’ll have millions, or billions of impressions with the creative you want.
Notice that line? “listen to their needs”? Receiving final collateral out of the blue, no matter how well-intentioned, creates resistance. Asking and listening says you respect their expertise and opinion; Delivering materials unasked sends the opposite signal, probably not your intent but welcome to working with humans. Have the 15 minute conversation upfront to change the narrative.
Simple things.
** Every member of an eComm operations teams should think like a salesperson!