The Secrets of Getting Your Marketing and IT Departments to Work as a Team


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The Secrets of Getting Your Marketing and IT Departments to Work as a Team

  1. 1. The Secrets of Getting Your Marketing and IT Departments to Work as a Team Presented by Donald Davidoff Proudly sponsored by:
  2. 2. Twitter Hashtag #MFIwebinar If you use Twitter, add this to the end of your tweets to be included in the discussion of the webinar!
  3. 3. Poll Question What role do you have in your company?
  4. 4. IT is from Mars MARKETING is from Venus
  5. 5. The Traditional IT-Marketing Divide <ul><li>Computer-oriented </li></ul><ul><li>Impersonal </li></ul><ul><li>Don ’t understand the business </li></ul><ul><li>Always in their cube </li></ul><ul><li>Cost, cost, cost </li></ul>IT aka “Geeks” <ul><li>People-oriented </li></ul><ul><li>Impractical </li></ul><ul><li>Don ’t understand what can and can’t be done </li></ul><ul><li>Always in the field </li></ul><ul><li>Revenue, revenue, revenue </li></ul>Marketing aka “Color Thinkers”
  6. 6. A Model for Getting to a Better Place
  7. 7. The State of Many MFH Companies <ul><li>Marketing is a tactical activity </li></ul><ul><li>Somewhat unclear prioritization of brand vs direct response </li></ul><ul><li>No written Marketing Strategic Plan </li></ul><ul><li>Marketing reports to operations </li></ul><ul><li>Marketing is de-centralized </li></ul><ul><li>Marketing is only tangentially involved in product decisions </li></ul><ul><li>Marketing is led by a creative person more than an analytical one </li></ul><ul><li>Responsibilities in IT change by project </li></ul><ul><li>IT resources are limited and most activity is outsourced </li></ul><ul><li>Governance between IT and Marketing is ad hoc </li></ul><ul><li>Priorities tend to shift frequently </li></ul><ul><li>Fire drill mentality (i.e. we react to exposure issues at the community level) </li></ul><ul><li>Difficult to bridge the IT-Marketing divide </li></ul><ul><li>More discussion about how hard it is to prove out marketing ROI than time spent on calculating it </li></ul><ul><li>Limited reporting </li></ul><ul><li>Reliance on vendor reports </li></ul><ul><li>Metrics are ad hoc </li></ul><ul><li>Marketing team is not “tech savvy” </li></ul><ul><li>Mobile technologies not yet fully embraced </li></ul>
  8. 8. IT-Marketing Strategy <ul><li>Create a collaborative environment in which IT and Marketing respect each other at a deeply emotional level and combine their respective strengths </li></ul><ul><ul><li>Focus </li></ul></ul><ul><ul><li>Priorities </li></ul></ul><ul><ul><li>Marketing Strategic Plan </li></ul></ul><ul><ul><ul><li>SWOT analysis </li></ul></ul></ul><ul><ul><ul><li>Stakeholder analysis </li></ul></ul></ul><ul><ul><ul><li>Tools and Priorites </li></ul></ul></ul><ul><ul><ul><li>KPIs </li></ul></ul></ul>
  9. 9. <ul><li>Bringing 4 million users to the site monthly and growing! </li></ul><ul><li>Month to month agreements-no risk </li></ul><ul><li>Offer several different payment options </li></ul><ul><li>Marketing services division offering Post to Craigslist services and tools, website development, reputation management and more! </li></ul>
  10. 10. Poll Question Which of these best describes how marketing works at your company?
  11. 11. A Balanced Model “ The essence of strategy is choosing to perform activities differently than your competitors” Michael Porter
  12. 12. IT-Marketing Organization <ul><li>How is marketing organized? </li></ul><ul><li>Who does marketing report to? </li></ul><ul><li>What are your IT resources? </li></ul><ul><li>Who manages the IT resources? </li></ul>
  13. 14. IT-Marketing Process <ul><li>Project Governance </li></ul><ul><ul><li>Initiation </li></ul></ul><ul><ul><li>Ownership </li></ul></ul><ul><ul><li>Oversight </li></ul></ul><ul><li>Team formation and breakup </li></ul><ul><li>Communication </li></ul>
  14. 15. IT-Marketing Technology <ul><li>External </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>“ Browse and buy” </li></ul></ul><ul><ul><li>Resident services </li></ul></ul><ul><li>Internal </li></ul><ul><ul><li>Solutions centers </li></ul></ul><ul><ul><li>Other intranets </li></ul></ul><ul><ul><li>Project Tracking </li></ul></ul><ul><ul><li>KPI Reporting </li></ul></ul>
  15. 16. Tactics <ul><li>Creative briefs </li></ul><ul><li>Mood boards </li></ul><ul><li>Tone sheets </li></ul><ul><li>Aspirational websites </li></ul><ul><li>3 rd party vendors </li></ul>
  16. 17. A Radically Different State <ul><li>Marketing is a strategic business partner </li></ul><ul><li>Focus on direct response marketing </li></ul><ul><li>Driven by a written Marketing Strategic Plan </li></ul><ul><li>Marketing reports to CIO </li></ul><ul><li>Marketing is largely centralized </li></ul><ul><li>Marketing is intimately involved in product decisions </li></ul><ul><li>Marketing is an analytical person who “gets” the creative side </li></ul><ul><li>A key IT resource is an “honorary member” of the Marketing team </li></ul><ul><li>IT resources are dedicated to customer-critical functions </li></ul><ul><li>Governance between IT and Marketing is clearly defined </li></ul><ul><li>Priorities are locked in and driven by the Marketing Strategic Plan </li></ul><ul><li>Proactive activities to manage exposure </li></ul><ul><li>Regularly meetings and activities bridge the IT-Marketing divide </li></ul><ul><li>Substantial energy and effort spent to build and continually refine ROI analysis </li></ul><ul><li>Robust EDW with a marketing dashboard </li></ul><ul><li>Vendor reports are unnecessary </li></ul><ul><li>CPL is the key metric and other KPIs for the sales funnel are well defined </li></ul><ul><li>Marketing team is “tech savvy” </li></ul><ul><li>Mobile technologies are fully embraced </li></ul>
  17. 18. The Collaborative IT-Marketing Bridge <ul><li>Get things done </li></ul><ul><li>“ It’s all about the task” </li></ul><ul><li>Figures out what the technology can do </li></ul><ul><li>Focuses on usability </li></ul><ul><li>ROI, ROI, ROI </li></ul>IT aka “Left Brain” <ul><li>Get business done </li></ul><ul><li>“ It’s all about the relationship” </li></ul><ul><li>Figures out what our associates can do </li></ul><ul><li>Focuses on users </li></ul><ul><li>ROI, ROI, ROI </li></ul>Marketing aka “Right Brain”
  18. 19. Q&A and FEEDBACK! Have questions? Use the “Chat” portion of the webinar dashboard to send them to Donald! Also, while we do Q&A, take a moment to tell us what you thought of the webinar:
  19. 20. Thank You! Donald Davidoff [email_address] 303. 588.1389 Julia Dunham [email_address] 404-593-1662 Chase Harrington [email_address] 832.681.9900 (