Why One Model Can't Scale Enterprise Video
Enterprise teams now need hundreds of videos a year across marketing, sales, comms, learning and more. Chad Lakin explains why no single production model absorbs that volume, and how the teams that scale match each type of content to the model that fits it.
Enterprise demand for video has changed. It is no longer a couple of hero campaigns and a television-quality brand film once a year. Organizations now brief hundreds of videos a year across marketing, sales, internal comms, learning, customer success, recruiting and executive communications.
In this short clip, Chad Lakin, Senior Vice President of Growth at Shootsta, explains why that shift is pushing enterprises to build new operating models that combine agencies, internal teams, technology and scalable production. The idea at the center of it is straightforward: match the right production model to the right type of content.
Watch the clip above, then here is how that plays out for teams producing video at real volume.
Why has enterprise demand for video changed?
A few years ago, most of the budget went to one or two flagship pieces. The brand film, the big campaign, the launch video. That was the job.
The job is now much wider. Sales wants tailored pitch and follow-up videos. Internal comms needs leadership updates and town-hall recaps. Learning needs onboarding and compliance modules. Customer success needs product walkthroughs. Recruiting needs employer-brand content. Each of those teams wants video every week, not once a quarter. Across more than 70,000 video projects for global brands, the pattern is consistent: the request volume keeps climbing while the appetite for slow, expensive production drops. We put real numbers on that shift in how many videos an enterprise actually needs per month.
Why does that volume break the traditional agency model?
Not because agencies are bad at their job. They are excellent at exactly what they were built for: high-craft, high-stakes work where the budget and the timeline are justified by the outcome. A flagship brand film should go to people who obsess over every frame.
The strain shows up when you push a year of everyday video through a model designed for the flagship piece. No single production approach was built to absorb hundreds of videos across seven functions. Run that volume through a hero-film process and timelines stretch to weeks and the cost climbs past what the business will sign off on. The agency is still great at the flagship. The mistake is asking one model to carry all of it. This is the same tension teams weigh in video agency versus a video subscription.
What does a blended video operating model look like?
The teams that scale stop hunting for one supplier to do everything. They build an operating model that combines agencies, internal teams, technology and a scalable production partner, and they let each one carry the work it is best at.
We describe the shape of that model as Peak, Pulse and Presence. Peak is the flagship, high-craft work. Pulse is the steady drumbeat of hub content that keeps audiences engaged between the big moments. Presence is the always-on help content your teams need on demand. Most organizations over-invest in Peak and under-serve the rest, which is where the backlog builds. The full breakdown lives in the enterprise video operating model, and the choice between building it in-house, using an agency, or running a platform is covered in in-house, agency, or platform for video.
