CreativeOps Alliance

If your team keeps asking “who decides?” or work stalls waiting on feedback, you don’t have a talent problem—you have a role clarity problem. RACI gives you a simple way to name who does the work (R), who owns the decision (A), who gives input (C), and who’s kept in the loop (I). Used well, it cuts rework, speeds approvals, and lowers the temperature on every project.

Why RACI (and when to use it)

RACI shines on execution-heavy projects—campaigns, site updates, content runs—where multiple specialists touch the work. It doesn’t replace your org chart; it makes decisions and handoffs explicit for this project, right now. For strategy-only decisions, DACI can help, but start with RACI for delivery.

Five rules that make RACI stick

1. Exactly one A per task. Shared A = no A.
2. R’s do the doing. Name the smallest practical set (often 1–2 people).
3. C is input, not a vote. Ask early; don’t collect consensus.
4. I is FYI. Inform after decisions; they don’t block progress.
5. Publish where work lives (brief, tool, or kickoff doc) and update when reality changes.

Example: Integrated campaign launch RACI

Below is a lightweight example you can adapt. The Approver is a single leader (e.g., VP/Director) who signs off at key gates.

• Intake & Brief — PM/Ops A/R; PMM/Growth C; Brand/Legal C; Dev/Media I
• Concept Direction — Creative Director A/R; Designer R; Copywriter R; PM/Ops C; PMM/Brand C; Others I
• First Draft (Copy/Design) — Designer R; Copywriter R; Approver A; PM/Ops/PMM/Brand C; Others I
• Review & Revisions — PM/Ops A; Designer/Copywriter R; PMM/Brand C; Others I
• Legal/Brand Compliance — Brand/Legal A/R; PM/Ops C; Others I
• Build & QA (Web/Email) — Dev/Web A/R; PM/Ops/PMM C; Others I
• Launch & Hand-off — PM/Ops A/R; Media/Channel A/R (by channel); PMM C; Others I
• Post-Launch Report — PM/Ops A/R; PMM R; Dev/Web & Media C; Others I

If a row looks crowded, split the task (“Design V1” vs “Design Final”) or move some folks to I.

The handoff ritual (15 minutes, run at kickoff)

1. Screen-share the brief and the RACI grid; fill it live.
2. Name the single Approver for Concept, Draft, Final.
3. Set decision SLAs: Concept (2 business days), Draft (2), Final (1).
4. Pick a source of truth (doc or ticket). No side-channel approvals.
5. Add a Commitment line on key tasks: owner + date/time.

Keep momentum with clear criteria

To prevent opinion ping-pong, review against four criteria everyone knows up front:

• Meets the brief (objective, audience, message)
• On-brand (tone, visual, accessibility)
• Accurate & compliant (claims, legal, privacy)
• Fit for channel (format, specs, performance basics)

Common pitfalls (and quick fixes)

• Too many A’s → pick one Approver per task.
• Everyone is C → limit to people whose input materially changes outcomes.
• Side-channel decisions → centralize feedback in the source of truth.
• Stale matrix → revisit at milestones or staffing changes.
• Vague blobs → break into shippable steps.

Make it real this week

• Drop the example RACI into your current campaign and adjust names.
• Run the 15-minute handoff ritual at your next kickoff.
• Track two metrics for the next sprint: first-pass approval rate and cycle time from request → approved.

Download the RACI Starter Kit below for a printable matrix and an editable spreadsheet.

Book a 30-minute Clarity Audit and I’ll set this up with you, including decision SLAs and escalation paths.