the humand side of marketing automation
TRANSCRIPT
The Human Side of the Demand Centre
Greg Wilson
Demand Generation & Marketing Operations Manger
Canon Europe
@_gregw
1
Our biggest learning so far
24/06/2015
2
Going live with
Marketing
Automation is
the start, not the
end, of a
journey
Every good journey needs a route, or a plan.
What needed to be done?
By whom?
Who would approve?
Who will do what?
By when?
How much will it cost?
24/06/2015
3
Go Live – On Time & On Budget, Now What?
Who does? Who pays? Who monitors?
How many? How much?
When?
What’s next?
24/06/2015
4
What our ‘clients’ told us along the way…
Reduce complexity
Shorten timescales
Increase flexibility
•Improve engagement with Demand Centre
•Streamline campaign creation model
•Limit ‘variation’ in first activities
•SmartStart to first campaign
•Initial brief to deployment
•Ability to do more in system
•Fast track process for basic batch sends
•Clear ‘development’ path
5
You cannot rush the process, but everyone wants too
6
Crawl, then walk, run and sprint
#8 YOU’RE NOT
RUNNING A
CORPORATE TEAM –
YOU’RE RUNNING
AN AGENCY
(DEMAND CENTRE)
…..
@_gregw
… AND IT NEEDS TO
BE AN EFFICIENT
ONE
@_gregw
“Any amount of under-utilisation of marketing
automation is a problem – it prevents companies
from generating maximum return on investment.”
The State of Marketing Automation Maturity Report, Spear Group, April 2015
To maximise utilisation & efficiencies you need a mind-set change
As a central Marketing Automation team what’s different?
Clients – not colleagues
Someone else is managing your
work stack
Your clients miss deadlines
Everyone wants everything now,
without paying
QC / QU is detailed
It’s all new and can be intimidating.
As a local marketer what’s different?
Local is better
They always want stuff, now
Missing a deadline means waiting
The centre always takes longer and needs
more beifing
There’s way more to test, and re-test
Why do you need half this stuff anyway, it’s
only a few emails
Your focus can’t just be on the now
Keep an eye on the industry, who’s doing
what
Keep up with emerging trends
Spend time with your suppliers, consultants
and vendors
Work with your colleagues and dream, then
deliver
Monitor the 1856 (and counting) other
Marketing Applications
Continually evolve, and deliver against, your
roadmap
24/06/2015
13
© Brent Stirton/ Reportage by Getty Images. Canon Ambassador
As I said, our biggest learning so far
24/06/2015
14
Going live with
Marketing
Automation is
the start, not the
end, of a
journey