What We’ve Learned About Briefs from Working with SaaS Teams
Working with SaaS teams and marketing leaders has taught us a lot about the value—and limitations—of a detailed brief. In the world of SaaS marketing, where speed and adaptability are crucial, the traditional model of a highly detailed, comprehensive brief doesn’t always fit. Instead, we’ve found that a more flexible, iterative approach often serves our clients better. Let’s dive into why this approach works so well in high-velocity environments like SaaS and what we’ve learned from experience.
How Important Is a Brief, Really?
Briefs are often seen as the foundation of any creative project, setting the stage for a team to deliver work that meets expectations. But what happens when the people responsible for providing those briefs are already stretched thin? Is the traditional, highly detailed brief still the best approach?
Reframing the Brief
If you’re working with someone who knows what they want when they see it, adapt to their needs instead of forcing them into a rigid process. Visionary leaders often think big-picture but struggle with providing detailed briefs, stakeholders may have unclear objectives, and busy executives juggling multiple priorities may not have time for exhaustive briefs. In these cases, an iterative approach can be more effective.
In dynamic environments like SaaS marketing, where priorities shift rapidly and “time to deliver” is paramount, expecting a perfectly detailed brief may not be realistic. Instead, consider starting with just enough detail to get moving, allowing the creative team to return with an initial iteration quickly.
The Case for an Iterative Approach
By prioritizing speed and flexibility over exhaustive pre-planning, you can jumpstart the project and course-correct as needed. Iterative workflows provide opportunities for feedback early and often, making the final output more aligned with expectations. In the fast-paced world of SaaS marketing and design, “time to deliver” is a critical metric. The argument for starting with minimal input and iterating from there holds weight, particularly when the need for speed outweighs the luxury of detail. Here’s why:
1. Iterative Processes Are Common in Agile Workflows
Agile methodologies, widely used in software development and increasingly in marketing and design, emphasize starting with a “minimum viable product” (or idea) and iterating based on feedback. This mirrors the idea that a simple brief can kick off the process, allowing refinement along the way. This approach reduces the risk of paralysis by analysis, where over-planning delays the start of a project. It allows the creative process to move forward while still being adaptable.
2. Busy Teams Benefit from Reduced Cognitive Load
When teams are stretched thin, crafting a highly detailed brief can become a bottleneck. A simpler, more focused brief lowers the barrier to getting started. Research into decision fatigue supports this: reducing the amount of initial input required from stakeholders can lead to faster decision-making and greater engagement later in the process. This is especially relevant in SaaS, where everyone is juggling multiple responsibilities and time is always of the essence.
3. Tangible Outputs Drive Better Feedback
Many stakeholders, especially those who aren’t designers, find it easier to critique or refine something tangible rather than work from abstract plans or concepts. Studies in design thinking show that prototyping and presenting rough drafts early can help refine the final product more effectively than spending too much time on upfront planning. By putting a tangible asset in front of stakeholders quickly, you’re giving them something real to respond to—and that’s where the magic happens.
4. Possible Scenarios That Highlight Iterative Success
Marketing leaders don’t always have minutes to spend—sometimes they only have seconds. In these situations, iteration can be a game-changer:
- Scenario 1: A SaaS client with limited bandwidth provides only three bullet points to kick off a project. Instead of lengthy meetings, the creative team returns within 12 hours with three variations, sparking immediate discussion and alignment. This quick iteration cycle allows the client to make fast decisions and keep the project moving.
- Scenario 2: A product launch campaign is broken into sprints, with assets delivered progressively. Feedback is gathered in real time, allowing the campaign to evolve and adapt without weeks of back-and-forth planning. This approach helps save time compared to a traditional, fully briefed process, and keeps momentum high.
- Scenario 3: A marketing leader has an urgent need for a campaign pivot. Instead of requiring a detailed brief, the creative team jumps in with loose concepts and prototypes, enabling immediate feedback and quick adjustments, ultimately speeding up the entire process.
These scenarios show how moving forward with minimal information and refining as you go can yield better results, especially when speed is critical.
5. Flexible Approaches Are Ideal for High-Velocity Workflows
In environments where priorities shift frequently—like SaaS—detailed briefs can quickly become outdated. By starting with a simpler brief, teams can adapt in real-time as priorities evolve. This flexibility is crucial when your objective is to deliver high-quality creative output while keeping up with the ever-changing demands of a fast-moving industry.
Why This Works
- Busy Decision-Makers Prefer Tangible Options: They are more likely to engage with something concrete rather than abstract plans.
- Quick Turnarounds Build Trust: Delivering results quickly helps establish trust and maintain momentum.
- Reduced Risk of Incomplete Briefs: Iterative processes can reduce the risk of a “perfect brief” being wrong or incomplete.
Is This for Everyone?
While this approach works well for many situations, it’s not a one-size-fits-all solution.
- Not All Projects Are Suited to Minimal Briefs: Complex campaigns or high-stakes projects often require in-depth planning upfront to avoid costly mistakes down the line.
- Team Maturity and Expertise Matter: This iterative approach works best with experienced creative teams who can interpret minimal input effectively and pivot quickly without losing quality.
- Client Buy-In Is Essential: Some clients may be uncomfortable with an iterative approach if they’re used to more traditional methods. Clear communication about the benefits and expectations is key to gaining their trust.
Perpetual’s Take
At Perpetual, we’ve seen firsthand how an iterative approach can drastically improve time to deliver while maintaining creative excellence. Sometimes, less really is more—especially when it gets the ball rolling. Unlike traditional agencies, Perpetual was born in SaaS, and we understand the unique pressures and needs of SaaS teams better than most. We excel at working with busy leaders who have limited time for exhaustive briefs, ensuring flexibility and speed without compromising on quality. We know that in a high-velocity environment, flexibility and speed are key—sometimes even more so than a perfectly detailed plan.
The argument for starting with a minimal brief and iterating is valid but not universal. It’s particularly effective when speed is critical, decision-makers are busy, and flexibility is a priority. For teams like Perpetual, who specialize in high-volume, fast-turnaround creative production, this approach aligns perfectly with our expertise. We’ve found that sometimes, less really is more—especially when it helps our clients get results faster.
