Approval of marketing outputs is the process by which a company confirms that material can go out. Without rules, it turns into marketing's biggest bottleneck: everyone who gets their hands on the output adds comments, the comments contradict each other, and the final text loses its edge. A proven setup has one person responsible with the right to decide, a clearly defined deadline for feedback, and a maximum of two rounds of comments. Legal or expert review is included only where necessary, and in advance, not at the end. Comments should be aimed at factual accuracy and brand consistency, not personal taste. It pays to write down the agreed rules, since it is precisely at the approval stage that the most frequent disputes with suppliers over deadlines arise.
See also: Brief for a supplier, Editorial content review, Website Acceptance Procedure.
