RACI
also known as RACI matrix · responsibility assignment matrix
A responsibility matrix (Responsible, Accountable, Consulted, Informed) that clarifies who owns what on a project - useful for client and internal clarity.
For example, on a website launch the RACI might mark the developer Responsible for the build, the account lead Accountable for delivery, the client's marketing head Consulted on copy, and the wider client team simply Informed at go-live. Everyone can see their role at a glance.
Why it matters to your firm: ambiguity over who decides and who does the work is a common source of delays and finger-pointing, especially across agency and client teams. A simple RACI sets expectations early, speeds up approvals, and keeps projects from stalling on 'I thought you had it.'
| account lead | pm | designer | client | |
|---|---|---|---|---|
| brief & scope | A | R | C | I |
| design & build | I | A | R | C |
| sign-off | I | R | C | A |
R responsible · A accountable · C consulted · I informed
How to apply a RACI
- List the key tasks or decisions
- Assign one Accountable per row
- Mark who is Responsible (does the work)
- Note who is Consulted
- Note who is Informed
- More than one 'Accountable' per task.
- Confusing Responsible with Accountable.
- Building the matrix then never using it.