Your SlideShare is downloading. ×
How to Break Down Marketing Silos to Improve Collaboration and Alignment
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

How to Break Down Marketing Silos to Improve Collaboration and Alignment

552

Published on

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 …

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.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
552
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. How  to  Break  Down   Marke.ng  Silos  to  Improve   Collabora.on  &  Alignment   #CollaborationPresented  by   Sponsored  by  
  • 2. Welcome  Webinar  A>endees   Type  ques.on  here  
  • 3. Follow  this  webinar  on  Twi>er   #Collabora.on  
  • 4. 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    •  New  audio/video  podcasts  at   DemandGenReport.com      @DG_Reporthttp://linkd.in/DG_Specialists
  • 5. Panelists   Andrew  Gaffney   Editor   Demand  Gen  Report   Gini  Dietrich   Rob  Bois   CEO   Product  Marke:ng   Arment  Dietrich   Eloqua  
  • 6. Gini Dietrich Arment Dietrich Geoff Livingston Spin Sucks Lady Soleil, Inc. armentdietrich.com geofflivingston.com spinsucks.com@ginidietrich marketingintheround.com @geoffliving
  • 7. How to Break Down Marketing Silos toImprove Collaboration & AlignmentGini Dietrich, CEO of Arment DietrichRob Bois, Product Marketing for Eloqua© 2012 Eloqua, Inc. 7
  • 8. © 2012 Eloqua, Inc. 8
  • 9. it’s time to do things differently© 2012 Eloqua, Inc. 9
  • 10. © 2012 Eloqua, Inc. 10
  • 11. © 2012 Eloqua, Inc. 11
  • 12. But the time has come to once again work together © 2012 Eloqua, Inc. 12
  • 13. break down the silos© 2012 Eloqua, Inc. 13
  • 14. but how do we do that?© 2012 Eloqua, Inc. 14
  • 15. introducing...the marketing round HR Execs Sales Ops Legal Product Dev. CSR© 2012 Eloqua, Inc. Acct 15
  • 16. lonely silo© 2012 Eloqua, Inc. 16
  • 17. functional silo© 2012 Eloqua, Inc. 17
  • 18. 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)© 2012 Eloqua, Inc. 18
  • 19. © 2012 Eloqua, Inc. 19
  • 20. how to get executive buy-in© 2012 Eloqua, Inc. 20
  • 21. You Need Executive Support © 2012 Eloqua, Inc. 21
  • 22. © 2012 Eloqua, Inc. Build the Business Case 22
  • 23. Use Market Research © 2012 Eloqua, Inc. 23
  • 24. Use Case Studies to Show ROI © 2012 Eloqua, Inc. 24
  • 25. show competitive© 2012 Eloqua, Inc. examples25
  • 26. 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© 2012 Eloqua, Inc. 26
  • 27. build SMARTER goals to support the marketing round© 2012 Eloqua, Inc. 27
  • 28. measureyour results © 2012 Eloqua, Inc. 28
  • 29. S Specific M Measurable A Attainable R Relevant T Timely E Evaluate R Reevaluate© 2012 Eloqua, Inc. 29
  • 30. © 2012 Eloqua, Inc. 30
  • 31. SMARTER Goal Tips §  What is the vision? §  Do you have a benchmark? §  How does the organization make money? §  What are the sales triggers?© 2012 Eloqua, Inc. 31
  • 32. © 2012 Eloqua, Inc. 32
  • 33. how are people incentivized?© 2012 Eloqua, Inc. 33
  • 34. Most Compensation Systems Reward Individual Work © 2012 Eloqua, Inc. 34
  • 35. © 2012 Eloqua, Inc. Team Work Requires More Than a Higher Cause 35
  • 36. Show them the money! © 2012 Eloqua, Inc. 36
  • 37. 25% of All Google Bonuses Tied to + Success © 2012 Eloqua, Inc. 37
  • 38. 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© 2012 Eloqua, Inc. 38
  • 39. 1) Start your round 2) Get executive buy in 3) Use SMARTER Goals 4) Incentivize people to work together© 2012 Eloqua, Inc. 39
  • 40. Gini Dietrich Arment Dietrich Geoff Livingston Spin Sucks Lady Soleil, Inc. armentdietrich.com geofflivingston.com spinsucks.com@ginidietrich marketingintheround.com @geoffliving© 2012 Eloqua, Inc. 40
  • 41. Through Chatter inside EloquaSales & Marketing Collaboration © 2012 Eloqua, Inc. 41
  • 42. Rob Bois Product Marketing Manager Chatter inside Eloqua © 2012 Eloqua, Inc. 42
  • 43. Leads Leads© 2012 Eloqua, Inc. 43
  • 44. Corpo rate File PortaSharing l email Leads © 2012 Eloqua, Inc. 44
  • 45. © 2012 Eloqua, Inc. 45
  • 46. Annual Revenue Growth Tight Alignment Poor Alignment % of Companies Reporting Tight Alignment© 2012 Eloqua, Inc. 46
  • 47. A Modern Marketing Example© 2012 Eloqua, Inc. 47
  • 48. © 2012 Eloqua, Inc. 48
  • 49. © 2012 Eloqua, Inc. 49
  • 50. © 2012 Eloqua, Inc. 50
  • 51. © 2012 Eloqua, Inc. 51
  • 52. © 2012 Eloqua, Inc. 52
  • 53. © 2012 Eloqua, Inc. 53
  • 54. © 2012 Eloqua, Inc. 54
  • 55. © 2012 Eloqua, Inc. 55
  • 56. © 2012 Eloqua, Inc. 56
  • 57. © 2012 Eloqua, Inc. 57
  • 58. © 2012 Eloqua, Inc. 58
  • 59. © 2012 Eloqua, Inc. 59
  • 60. © 2012 Eloqua, Inc. 60
  • 61. © 2012 Eloqua, Inc. 61
  • 62. © 2012 Eloqua, Inc. 62
  • 63. © 2012 Eloqua, Inc. 63
  • 64. Q&A    //    Submit  Your  Ques.ons   Type  ques.on  here  
  • 65. Q&A    //    Panelists   Andrew  Gaffney   Editor   Demand  Gen  Report   Gini  Dietrich   Rob  Bois   CEO   Product  Marke:ng   Arment  Dietrich   Eloqua  
  • 66. Thank  You  For  A>ending  This  Webinar   You can download this presentation at: http://dg-r.co/mktalignment

×