Getting a Seat at the Table: The Evolution of Video Production Management (Part 1 of 4)

Jesse Krinsky
Dec 17, 2024
3 min read

Updated: Dec 19, 2024

“Know your role and shut your hole.”

That was one of the first bits of career advice I received when I was starting out. It came from an editor who had been told that by a producer after he’d spoken out of turn to a client.

It’s memorable, a little funny, and has some value. It’s also a great way to ensure you don’t advance very far.

Of course, it’s important to read a room and know what’s appropriate to say. But, if you and your team want to be more than order-takers, than bricklayers, it’s essential to know how and when to show your value.

This four-part series will explore how video production leaders can claim their rightful place at the strategic table…and why it matters more than ever.

The Evolution of Corporate Video

Video has evolved from a "nice to have" marketing tool to an essential business driver. It powers internal communications, shapes customer experiences, and influences stakeholder perceptions. With 82% of global internet traffic now consisting of video content, it's clear that video isn't just another communication channel; it's often the primary one.

Yet despite this seismic shift, many video production teams remain stuck in an outdated paradigm: being treated as tactical executors rather than strategic partners. This disconnect doesn't just hurt video teams; it undermines organizational effectiveness.

What "Having a Seat" Really Means: More than Video Production Management

Let's be clear: having a seat at the table isn't about just attending more meetings (we all have enough of those). It's about having a voice in strategic decisions that affect your organization's communication goals and outcomes. It means:

Being involved in early-stage planning, not just execution
Contributing to strategic discussions about audience engagement
Influencing resource allocation and budget decisions
Shaping communication strategy across channels
Having direct input on technology and workflow decisions

The Real Cost of Being Left Out

When video teams don't have strategic influence, both the organization and the team suffer. Here's what's at stake:

For the Organization:

Misaligned messaging that fails to support business objectives
Inefficient resource allocation leading to wasted budget
Missed opportunities for impactful storytelling
Reactive content that lacks strategic coherence
Disconnected communication strategies across departments

For the Video Team:

Constant firefighting mode instead of strategic planning
Budget constraints from lack of strategic input
Limited career growth opportunities
Reduced job satisfaction and team morale
Difficulty proving value beyond technical execution

The good news? Organizations need strategic video leadership more than ever, and there's never been a better time to step up and claim your place at the table. Video teams that successfully transition from service providers to strategic partners not only deliver more value to their organizations, they also create more fulfilling careers for their team members.

Looking Ahead

In future posts, we'll explore:

Part 2: Breaking Out of the Production Box
Part 3: Building Your Strategic Foundation
Part 4: From Producer to Strategic Partner

But you don't have to wait to start making changes. Begin by asking yourself: How often is your team included in strategic planning? Are you typically brought in at the beginning of projects or only during execution? Your answers will help you gauge where you stand…and where you need to go.

Ready to transform your role from service provider to strategic leader? Stay tuned for Part 2, where we'll explore the common barriers that keep video teams from gaining strategic influence, and how to overcome them.

Is your video team ready to move from tactical execution to strategic leadership? At In Focus Consulting, we help in-house video teams transform their organizational influence and impact.

Schedule a free 30-minute consultation to discuss your team's challenges and opportunities. We'll share insights from our experience helping video teams like yours gain and maintain strategic influence within their organizations.