As I gear up for my presentation at the Adobe Summit this March, I’ve been reflecting on the transformative potential of a well-executed content supply chain—and the hurdles large organizations face in making it a reality. And since it is Summit, I will obviously be referencing tools like Adobe GenStudio, Adobe Workfront, AEM Sites, and AEM Assets, which all aim to streamline content creation, management, and activation. Yet, one pain point consistently rises to the top when implementing this process at scale: siloed teams and disconnected workflows.
The #1 Barrier to an Efficient Content Supply Chain
In large organizations, it is practically impossible to audit the content generation processes because content production often resembles a patchwork quilt rather than a seamless assembly line, with each patch representing a different department or agency. The patches themselves represent the individual departmental processes, which makes stitching them together difficult.
For example, the Marketing team might be crafting campaigns within the agency, while design teams work in isolation on visuals that get handed off to the dev team for assembly within their isolated channel teams. This fragmentation isn’t just a minor inconvenience—it’s the number one barrier to achieving an efficient content supply chain.
This pain point isn’t insurmountable, however. The Adobe Experience Cloud is designed specifically to bridge these process clusters to help orchestrate tasks across teams, ensuring everyone—from copywriters to legal reviewers—is aligned on timelines and deliverables. Now coined GenStudio from Adobe, Adobe has invested significant dollars into creating one holistic solution to streamline content development. The trick is getting everyone on the same page.
Simply Buying Tech Won’t Solve Your Content Supply Challenges
Ok, so, yes, it’s the age-old adage of people and processes and not just technology. You probably didn’t need to read this to figure that out, but if it is so obvious, why do so many large organizations struggle to improve? My observation is this: if you don’t have the proper change management and cross-functional training in place and if you can’t foster and establish a cultural shift toward collaboration, then all the technology in the world won’t help, making leadership buy-in is critical.
At Adobe Summit, my plan is to review the technology elements but to also dive deeper into how organizations can tackle this pain point head-on, with real-world examples and practical strategies. We have to start by connecting the dots—and the people—behind the content, unlocking the full potential of the organization to scale up content production.
Stay tuned for more insights as I prepare for March, and let me know your thoughts on streamlining content workflows in the comments!
Attending Adobe Summit 2025?
Join us for lunch during Adobe Summit to explore why having a clear, strategic vision is essential before deploying new technologies. We’ll discuss how GenStudio and other tools can fit into your existing content workflow to maximize efficiency and creativity.
We hope to see you there!
Beyond GenStudio: Crafting a Modern Content Supply Chain Vision
Wednesday, March 19 | 11:30 A.M. – 1:30 P.M.
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