how to break down marketing silos to improve collaboration and alignment
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Presented by Sponsored by
How to Break Down Marke.ng Silos to Improve Collabora.on & Alignment
#Collaboration
Welcome Webinar A>endees
Type ques.on here
Follow this webinar on Twi>er
#Collabora.on
About Demand Gen Report
• Launched in 2007 to track best prac:ces in lead genera:on
• Newsle?er has grown to more than 26,000 readers
• We also offer a menu of research and best prac:ces reports
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@DG_Report http://linkd.in/DG_Specialists
Panelists
Gini Dietrich CEO
Arment Dietrich
Andrew Gaffney Editor
Demand Gen Report Rob Bois Product Marke:ng
Eloqua
Gini Dietrich Arment Dietrich
Spin Sucks armentdietrich.com
spinsucks.com
Geoff Livingston Lady Soleil, Inc.
geofflivingston.com
@ginidietrich marketingintheround.com @geoffliving
© 2012 Eloqua, Inc. 7 © 2012 Eloqua, Inc. © 2012 Eloqua, Inc.
How to Break Down Marketing Silos to Improve Collaboration & Alignment Gini Dietrich, CEO of Arment Dietrich Rob Bois, Product Marketing for Eloqua
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it’s time to do things differently
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But the time has come to once again
work together
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break down the silos
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but how do we do that?
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introducing... the marketing round
HR
Sales
Legal
CSR
Execs
Acct
Product Dev.
Ops
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lonely silo
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functional silo
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Tips to Work in a Round § Weekly team meeting to discuss
common programs
§ Build a common vision to unite
§ Build KPIs that reflect the overall program health, not just individual tactics
§ Ensure there’s a decision maker or point person for each program (CMO/VP, or delegate per project)
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how to get executive buy-in
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You Need Executive Support
© 2012 Eloqua, Inc. 22 Build the Business Case
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Use Market Research
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Use Case Studies to Show ROI
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show competitive
examples
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Tips: Build Your Case § Create a business justification report § Back your recommendation with:
§ Market research § Case studies § Competitor action
§ Ensure that there’s a decision maker or point person for each program (CMO/VP, or delegate per project
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build SMARTER goals to support the marketing
round
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measure your results
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S Specific
M Measurable
A Attainable
R Relevant
T Timely
E Evaluate
R Reevaluate
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SMARTER Goal Tips § What is the vision? § Do you have a benchmark? § How does the organization make money? § What are the sales triggers?
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how are people incentivized?
© 2012 Eloqua, Inc. 34 Most Compensation Systems Reward Individual Work
© 2012 Eloqua, Inc. 35 Team Work Requires More Than a Higher Cause
© 2012 Eloqua, Inc. 36 Show them the money!
© 2012 Eloqua, Inc. 37 25% of All Google Bonuses Tied to + Success
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Tips: Examine Reward Structures
§ How do bonuses & raises support silos? § What department resources are available? § Work with HR to build team incentives § Tie incentives to KPIs and ROI
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1) Start your round 2) Get executive buy in 3) Use SMARTER Goals 4) Incentivize people to work together
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Gini Dietrich Arment Dietrich
Spin Sucks armentdietrich.com
spinsucks.com
Geoff Livingston Lady Soleil, Inc.
geofflivingston.com
@ginidietrich marketingintheround.com @geoffliving
© 2012 Eloqua, Inc. 41
Sales & Marketing Collaboration Through Chatter inside Eloqua
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Rob Bois Product Marketing Manager Chatter inside Eloqua
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Leads Leads
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email Corporate Portal File
Sharing
Leads
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© 2012 Eloqua, Inc. 46 Ann
ual Re
venu
e Gr
owth
Tight Alignment
Poor Alignment
% of Companies Reporting Tight Alignment
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A Modern Marketing Example
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Q&A // Submit Your Ques.ons
Type ques.on here
Q&A // Panelists
Gini Dietrich CEO
Arment Dietrich
Andrew Gaffney Editor
Demand Gen Report Rob Bois Product Marke:ng
Eloqua
Thank You For A>ending This Webinar
You can download this presentation at:
http://dg-r.co/mktalignment
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