Perpetual Agency

Time to Deliver: The Metric That Turns Change into Growth

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Why Time to Deliver is the Key to Unlocking Growth in Fast-Paced Markets

Time to deliver, or turnaround time, is our North Star and a core part of our vision—an ‘Efficiency-Quality Threshold.’ It’s about finding the sweet spot where speed, cost-efficiency, and quality meet. We deliver fast and reliable solutions without sacrificing consistency or accuracy, ensuring both efficiency and quality are balanced effectively. You can learn more about our vision here.

At Perpetual, we focus on time to deliver to meet the need for speed without compromising quality. Whether it’s launching a new feature, expanding into new regions, scaling rapidly to meet increased demand, navigating a merger or acquisition, or staying ahead of evolving market trends, time to deliver creative assets can make or break momentum. While traditional agencies may prioritize metrics like awards, creative vision, or billable hours, at Perpetual, we focus on one key metric: time to deliver.

In a SaaS environment where the landscape changes daily, speed is crucial to stay relevant. We’ve spent significant time mapping out the creative process, identifying points of friction, and removing inefficiencies. This approach challenges traditional workflows by focusing solely on what’s necessary to achieve speed. In times of change, speed becomes the determining factor between seizing an opportunity and missing it.

Traditional agencies often use subjective metrics like creative awards or ‘groundbreaking’ ideas as their guiding North Star. While these can be important, they frequently lead to long timelines and complex approval processes. In contrast, at Perpetual, our North Star is time to deliver. This means we prioritize getting creative assets into the hands of our clients faster, enabling them to launch campaigns, respond to market shifts, and maintain momentum without unnecessary delays.

Why Time to Deliver Matters for SaaS Companies

Obviously, speed is a good thing, but when something is done quickly, it frees up time elsewhere—allowing key stakeholders to use their time more strategically or conceptually. This is the real value: empowering leaders to focus on big-picture initiatives while we handle rapid creative execution. And beyond that, there are also other important benefits:

  • Adapt Quickly to Market Changes: SaaS companies operate in highly dynamic environments. Quick creative delivery means they can adapt messaging, branding, and campaigns at the speed the market demands.
  • Support Rapid Growth: When a SaaS company is growing rapidly, new assets are needed constantly—from new product visuals to localized campaigns. A fast turnaround is essential to keep up with growth.
  • Maintain Consistency: Fast delivery doesn’t mean sacrificing quality. Our process is designed to maintain brand consistency even at high volumes, ensuring your brand is recognizable and trustworthy, no matter how quickly we scale.
  • Launch New Features Seamlessly: Introducing new features requires updated assets across multiple channels, such as product pages, social media, email campaigns, and marketing materials. Fast turnaround ensures these updates go live simultaneously, delivering a consistent and cohesive experience for customers and maximizing the impact of new feature launches.
  • Capitalize on Market Opportunities: Opportunities to capitalize on market trends are often fleeting. Quick creative delivery ensures that SaaS companies can react in time, launching targeted campaigns or adjusting messaging to take advantage of trends as they happen. This ability to be nimble enables SaaS companies to maintain a competitive edge, stay relevant, and maximize market impact.

How Perpetual Achieves Fast Turnaround

This is where we nerd out. The strategies below are the result of years of experimentation and development—they’re our secret sauce. The aggregate of these efforts is the measurable time to deliver, which is our North Star metric. Every asset has its own ‘out of the box’ time-to-deliver number based on past work and benchmarks, allowing our clients to forecast in real time when they will receive any asset.

  • Efficient Workflows: Our workflows are designed with speed in mind. Everything from asset requests to final delivery is streamlined to cut out unnecessary delays.
  • The Right Tools: We leverage asset management systems and centralized communication platforms, ensuring that everyone involved has what they need to get the job done quickly and correctly.
  • Streamlined Collaboration: Our team prioritizes effective collaboration while minimizing endless meetings or back-and-forths. This focus helps us avoid the pitfalls that slow traditional agencies down.
  • Specialization: Our team focuses on specific aspects of the creative process, such as motion graphics, presentations, and landing page design, allowing us to operate with precision and speed—all of which benefit from specialized expertise.
  • Creative Relay: We use a relay-style approach where each specialist contributes their expertise at the right moment, ensuring a streamlined workflow and reducing bottlenecks.

Benefits of a Time-to-Deliver Focus

We chose time to deliver as our core metric because it encapsulates the entire process, and any improvements on that number represent efficiencies experienced throughout the delivery process.

  • Keeps the Client in Control: Faster delivery times mean clients can launch when they need to, not when the agency is ready. It keeps SaaS companies agile and proactive in their strategies.
  • Cuts Down on Bottlenecks: Long approval processes or subjective debates can delay delivery. By focusing on time to deliver, we aim to cut down on unnecessary bottlenecks, keeping projects on track.
  • Speed Facilitates Transformation: Times of change—like rebrands, market shifts, or product launches—require quick adaptation. Speed in creative asset delivery helps SaaS companies navigate these transformations effectively, ensuring they can respond to new opportunities or challenges without losing momentum.
  • Reinvest in Creativity: The faster we deliver, the more time we save—and we use this time to go further, investing in creative variations and pushing the boundaries of what’s possible, following our ‘one in five’ approach.
  • Enhance Customer Experience with Measurable Impact: Fast creative delivery allows SaaS companies to quickly respond to customer feedback and adjust their marketing, support materials, and product assets. With the benefit of a measurable metric like time to deliver, we can dedicate ourselves to improving this number over time. This commitment not only improves the customer experience but also builds trust, showing customers that their needs are prioritized and that we are continuously refining our efficiency.
  • Track Performance and Optimize: By focusing on a measurable metric like time to deliver, we are able to consistently track our performance and identify areas for optimization. This ongoing analysis helps us refine workflows, allocate resources effectively, and ultimately deliver even faster, giving our clients a significant competitive edge.

Time to deliver is more than just a metric for us; it’s our North Star and a philosophy. It drives everything we do, enabling us to consistently deliver creative assets that keep our clients agile, responsive, and ahead of the curve in fast-paced markets. Unlike traditional agencies that may prioritize creative awards, we prioritize measurable results—delivered on time, every time. We’ve mapped out processes, removed inefficiencies, and made speed our defining factor. This focus on speed is what sets us apart from the traditional agency approach. In times of change, choosing speed as your key metric turns transformation into tangible growth, helping our clients stay competitive, effective, and always ready for the next opportunity.

Ready to transform your brand with our time-to-deliver approach? Reach out today to discover how we can eliminate friction and accelerate your growth journey.

If you want to learn about how we can help you do creative smarter by eliminating bloated processes and wasted design time, book a call with the Perpetual Team.

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