Shipping approved assets

Two passes, kept apart

Review the whole batch first, marking each asset approved, edited or held. Then ship in a single deliberate pass. Doing both at once feels efficient and reliably produces a batch nobody can account for afterward: some assets pushed, some edited then pushed, some edited and forgotten in the middle.

The second pass takes minutes and leaves you able to state exactly what shipped. That matters more than it sounds, because the campaign report is about to tell you what came back, and reading it means comparing that against what went out. Note the numbers at ship time when it costs nothing. Reconstructing them a month later is possible, tedious, and usually skipped, at which point the campaign gets judged on figures whose denominator nobody actually knows.

• Mark every asset approved, edited or held before shipping anything
• Ship in one pass, by the path each channel needs
• Record what went out, to which accounts, and what was held back and why

The re-keying trap

For channels the export paths do not cover, download the asset rather than copying text out of the interface by hand. Manual re-keying is exactly where the per-account specificity you spent two modules protecting gets flattened, usually with good intentions by someone smoothing the copy as they transcribe it.

If a channel needs assets in a shape none of the export paths provide, raise it rather than working around it every campaign. A recurring manual reformatting step is a small tax that compounds, and it is the kind of thing that never gets fixed because each individual instance is only twenty minutes.

A worked ship log

What the record looks like at the end of the example campaign's ship pass, in five lines a spreadsheet row each: "37 briefs pushed to HubSpot (3 held: two thin-record accounts regenerating after the ICP fix, one exec brief awaiting AE review). Landing page pushed, UTM check passed. 3 ad variants exported as LinkedIn CSV, uploaded, campaign live. 2 briefs downloaded for the partner portal (no HubSpot path). Denominator for the report: 42 assets live as of the 14th."

Two minutes to write. When the campaign report is read in six weeks, that last line is the difference between "conversion looks low" and "conversion on the 42 live assets is X": an answerable question instead of an argument.