Timon Rumbold
AtTask Marketing Solutions Group

WINNING AT THE GAME OF MARKETING
6 Common Obstacles to Marketing Team Succ...
ATTACK OF THE WORK REQUESTS
Don’t just duck and cover – conquer the barrage
A constant barrage
•  Requests via email, IM,
meetings, sticky notes,
phone calls, texts, hallway
chats, smoke signals, et...
People work more hours than they’re
actually paid.

2013 Employerbility study on “Workplace Productivity”

OBSTACLE 1 – AT...
Quick Survey:

How many tools does your team use to manage your work?
CHEAT CODE: 1 – CENTRALISE
Dominate the game
•  Centralise requests
•  Standardise requests
•  Provide visibility
•  Align requests to goals
•  Under...
SPINNING PLATES MAYHEM
Process makes perfect
It’s all fun and games …
until someone drops
a plate

OBSTACLE 2 – SPINNING PLATES MAYHEM
Workers have high levels of stress and
extreme fatigue, and feel out of control.

2012 ComPsych survey

OBSTACLE 2 – SPINN...
Workers lose 1 hour or more per day of
productivity at work due to stress.

2012 ComPsych survey

OBSTACLE 2 – SPINNING PL...
CHEAT CODE: 2 – STANDARDISE
“Process” is not
a 4-letter word
•  Be consistent
•  Use & re-use templates
•  Set realistic expectations
•  Align work to...
HELLO... OVER,
IS ANYONE THERE… OVER
Break the chain and appropriate the right resources for your work
Beg, borrow or steal
people to get work done
•  No visibility into resources
or priorities
•  Weekly resource meeting.
(ak...
Workers say they don’t have enough time to
get their work done.

“The Knowledge Worker’s Day: Our Findings”, Basex blog

O...
CHEAT CODE: 3 – VISIBILITY
Stress-free Resourcing
•  Understand when it’s
urgent – and when it’s not
•  Provide duration and effort
•  Let resources ...
REPORTING WORK STATUS
Solve the mystery
Who’s doing what?
When will they finish?
What else is left?

OBSTACLE 4 – WORK STATUS
Over half of failed projects blamed on
ineffective communication.

“The High Cost of Low Performance”, 2013 PMI report

OB...
CHEAT CODE: 4 – COLLABORATE
Clues to status visibility
•  Define “Final”
(Pro tip: It’s not “done_done”)

•  Real decisions get made on
real status in...
PIN THE TAIL ON THE DONKEY
Take the blindfold off the approval process
The hunt for:
Red October
the approver

OBSTACLE 5 – PIN THE TAIL ON THE DONKEY
Increase in finishing projects within
budget – if effective approvals are in
place.
2012 PWC study on global project manag...
CHEAT CODE: 5 – STREAMLINE APPROVAL PROCESSES
“Structure” is also
not a 4-letter word
•  Identify approvers
•  Automate review process
•  Establish timeframes
•  Automa...
THE JUSTIFICATION GAME
Proof is in the data
Overworked
and understaffed?

OBSTACLE 6 – THE JUSTIFICATION GAME
Prove it.

OBSTACLE 6 – THE JUSTIFICATION GAME
2012 increase in CMO budget …

2012 CMO Tech Marketing Barometer Study by IDC

OBSTACLE 6 – THE JUSTIFICATION GAME
… but CMOs had expected 8%.

2012 CMO Tech Marketing Barometer Study by IDC

OBSTACLE 6 – THE JUSTIFICATION GAME
CHEAT CODE: 6 – MEASURE
Data – GOOD data –
unlocks its own rewards
•  Uncover productivity
improvements
•  Improve resource allocation
•  Provide ...
CHEAT CODES
TEAMS

INTERNAL
MARKETING

CREATIVE

PLAN

COLLAB

ASSETS

APPROVAL

REPORT

POOR VISIBILITY
FINGER
POINTING
ANGRY
CUSTOME...
TOTAL VISIBILITY
TEAMS

SINGLE
INPUT

PLAN

COLLABORATE

ASSETS

APPROVAL

REPORT

SUCCESS

SINGLE SYSTEM OF TRUTH
ATTASK HALL OF FAME
“Don’t call me on the phone. Don’t give
me an IM. Stop sending me email. Put
your communication in AtTask. Because
that al...
“With AtTask we are at least 25-30%
more productive. That’s pretty amazing
when you consider we are also tracking
five tim...
For a custom demo of the AtTask
centralized work solution,
visit us @
Booth D50

KICKIN’ SAAS
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Winning at the Game of Marketing by Timon Rumbold

  1. 1. Timon Rumbold AtTask Marketing Solutions Group WINNING AT THE GAME OF MARKETING 6 Common Obstacles to Marketing Team Success and the Cheat Codes to Beat Them
  2. 2. ATTACK OF THE WORK REQUESTS Don’t just duck and cover – conquer the barrage
  3. 3. A constant barrage •  Requests via email, IM, meetings, sticky notes, phone calls, texts, hallway chats, smoke signals, etc. •  FIFO (first in, favourite out) OBSTACLE 1 – ATTACK OF THE WORK REQUESTS
  4. 4. People work more hours than they’re actually paid. 2013 Employerbility study on “Workplace Productivity” OBSTACLE 1 – ATTACK OF THE WORK REQUESTS
  5. 5. Quick Survey: How many tools does your team use to manage your work?
  6. 6. CHEAT CODE: 1 – CENTRALISE
  7. 7. Dominate the game •  Centralise requests •  Standardise requests •  Provide visibility •  Align requests to goals •  Understand tradeoffs •  Empower workers OBSTACLE 1 – ATTACK OF THE WORK REQUESTS
  8. 8. SPINNING PLATES MAYHEM Process makes perfect
  9. 9. It’s all fun and games … until someone drops a plate OBSTACLE 2 – SPINNING PLATES MAYHEM
  10. 10. Workers have high levels of stress and extreme fatigue, and feel out of control. 2012 ComPsych survey OBSTACLE 2 – SPINNING PLATES MAYHEM
  11. 11. Workers lose 1 hour or more per day of productivity at work due to stress. 2012 ComPsych survey OBSTACLE 2 – SPINNING PLATES MAYHEM
  12. 12. CHEAT CODE: 2 – STANDARDISE
  13. 13. “Process” is not a 4-letter word •  Be consistent •  Use & re-use templates •  Set realistic expectations •  Align work to priorities •  Win - (i.e. reap the rewards) OBSTACLE 2 – SPINNING PLATES MAYHEM
  14. 14. HELLO... OVER, IS ANYONE THERE… OVER Break the chain and appropriate the right resources for your work
  15. 15. Beg, borrow or steal people to get work done •  No visibility into resources or priorities •  Weekly resource meeting. (aka “Bun-Fight”) •  Who’s doing what? •  When will they finish? •  What else is left? OBSTACLE 3 – IS ANYONE THERE?
  16. 16. Workers say they don’t have enough time to get their work done. “The Knowledge Worker’s Day: Our Findings”, Basex blog OBSTACLE 3 – IS ANYONE THERE
  17. 17. CHEAT CODE: 3 – VISIBILITY
  18. 18. Stress-free Resourcing •  Understand when it’s urgent – and when it’s not •  Provide duration and effort •  Let resources be people •  Prioritise work OBSTACLE 3 – IS ANYONE THERE
  19. 19. REPORTING WORK STATUS Solve the mystery
  20. 20. Who’s doing what? When will they finish? What else is left? OBSTACLE 4 – WORK STATUS
  21. 21. Over half of failed projects blamed on ineffective communication. “The High Cost of Low Performance”, 2013 PMI report OBSTACLE 4 – WORK STATUS
  22. 22. CHEAT CODE: 4 – COLLABORATE
  23. 23. Clues to status visibility •  Define “Final” (Pro tip: It’s not “done_done”) •  Real decisions get made on real status information •  Make it easy and simple OBSTACLE 4 – WORK STATUS
  24. 24. PIN THE TAIL ON THE DONKEY Take the blindfold off the approval process
  25. 25. The hunt for: Red October the approver OBSTACLE 5 – PIN THE TAIL ON THE DONKEY
  26. 26. Increase in finishing projects within budget – if effective approvals are in place. 2012 PWC study on global project management OBSTACLE 5 – PIN THE TAIL ON THE DONKEY
  27. 27. CHEAT CODE: 5 – STREAMLINE APPROVAL PROCESSES
  28. 28. “Structure” is also not a 4-letter word •  Identify approvers •  Automate review process •  Establish timeframes •  Automate reminders •  Provide visibility OBSTACLE 5 – PIN THE TAIL ON THE DONKEY
  29. 29. THE JUSTIFICATION GAME Proof is in the data
  30. 30. Overworked and understaffed? OBSTACLE 6 – THE JUSTIFICATION GAME
  31. 31. Prove it. OBSTACLE 6 – THE JUSTIFICATION GAME
  32. 32. 2012 increase in CMO budget … 2012 CMO Tech Marketing Barometer Study by IDC OBSTACLE 6 – THE JUSTIFICATION GAME
  33. 33. … but CMOs had expected 8%. 2012 CMO Tech Marketing Barometer Study by IDC OBSTACLE 6 – THE JUSTIFICATION GAME
  34. 34. CHEAT CODE: 6 – MEASURE
  35. 35. Data – GOOD data – unlocks its own rewards •  Uncover productivity improvements •  Improve resource allocation •  Provide cost reporting •  Start profitability reporting OBSTACLE 6 – THE JUSTIFICATION GAME
  36. 36. CHEAT CODES
  37. 37. TEAMS INTERNAL MARKETING CREATIVE PLAN COLLAB ASSETS APPROVAL REPORT POOR VISIBILITY FINGER POINTING ANGRY CUSTOMERS FIRE DRILL DIGITAL DYSFUNCTION
  38. 38. TOTAL VISIBILITY TEAMS SINGLE INPUT PLAN COLLABORATE ASSETS APPROVAL REPORT SUCCESS SINGLE SYSTEM OF TRUTH
  39. 39. ATTASK HALL OF FAME
  40. 40. “Don’t call me on the phone. Don’t give me an IM. Stop sending me email. Put your communication in AtTask. Because that allows for one source of truth.” — Erin Frey, Creative Director, House of Blues Entertainment CUSTOMER TESTIMONIAL
  41. 41. “With AtTask we are at least 25-30% more productive. That’s pretty amazing when you consider we are also tracking five times more information. That’s priceless.” — Bill Gattinger, Traffic & Production, Direct Marketing ATB Financial CUSTOMER TESTIMONIAL
  42. 42. For a custom demo of the AtTask centralized work solution, visit us @ Booth D50 KICKIN’ SAAS
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