how to break down marketing silos to improve collaboration and alignment
DESCRIPTION
For years, organizations have been challenged with departmental silos that prevent them from communicating with their customers in a coherent and clear voice. The ascendancy of social media and the marketing department's failure to make it a measurable revenue producer has only accented this problem. Many marketers are still trying to figure out where social belongs and how to measure it, while still managing traditional disciplines. In this Marketing in the Round webinar, Gini Dietrich (who wrote the book with Geoff Livingston) discusses how to break down organizational silos, how cultural shifts and reward systems empower integration across marketing disciplines, how to get executive buy-in and incentivize action, and how to build your own marketing round.TRANSCRIPT
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How to Break Down Marke.ng Silos to Improve Collabora.on & Alignment
#Collaboration
Welcome Webinar A>endees
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About Demand Gen Report
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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
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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