Step 1

Solo seller

Prioritize fast setup, product-aware creation, a usable free or entry plan, and one review queue. Avoid paying for governance features nobody will use.

Choose a tool that covers the highest-friction part of the workflow and keeps export options open.

A broad enterprise suite can consume more operating time than it saves.

Working checklist

  • List priority channels
  • Measure weekly production time
  • Test mobile review
  • Check export options
Step 2

Small marketing team

Look for shared calendars, role clarity, comments, approval history, and analytics the whole team can understand.

Define who creates, approves, publishes, responds, and reports before configuring permissions.

Multiple seats do not create a process. The workflow must make ownership visible.

Working checklist

  • Map roles
  • Test approvals
  • Set naming conventions
  • Create a reporting rhythm
Step 3

Agency or multi-brand team

Require workspace separation, client approvals, permission controls, bulk actions, branded reporting, and predictable profile limits.

Pilot with one demanding client and test onboarding, offboarding, error handling, and data export.

Cheap per-seat pricing can be offset by profile, workspace, or reporting add-ons.

Working checklist

  • Model client growth
  • Test workspace isolation
  • Review audit history
  • Confirm offboarding
Step 4

Enterprise organization

Evaluate governance, security review, service commitments, integrations, listening, data access, and change management.

Run a structured proof of concept with representative users and real approval paths.

Enterprise feature breadth is not value unless teams adopt the same operating model.

Working checklist

  • Complete security review
  • Define service expectations
  • Test identity management
  • Plan adoption