Análise do processo interno da área de produção em uma agência de marketing de lançamento digital

Abstract

The efficiency of internal processes is a key factor in the performance of teams in strategic areas such as marketing, especially within companies operating in the digital environment. To achieve proposed objectives and establish a competitive presence, investing in the standardization of operational routines becomes essential. This includes clear definition of responsibilities, deadline control, and delivery visibility. In this context, the aim of this study was to standardize the processes of the marketing department of a digital launch agency, promoting demand centralization, reducing rework, and mitigating operational bottlenecks. To achieve this, the Systematic Process Approach methodology was adopted, covering the stages of diagnosis, mapping, redesign, implementation, and evaluation. The study was conducted through action research, documenting the impacts of implementing new workflows on the team's routine. Among the main results, the reduction of 84.4% in the number of overdue tasks and the balanced distribution of workload among professionals stand out. It is concluded, therefore, that standardization was essential to consolidate a data-driven management model focused on quality and results.