The Four P’s <br />of Building an Interactive Team<br />© Copyright 2010 – TeamBuilder Search, LLC<br />1<br />TeamBuilder...
Agenda<br />Why are we talking about this?<br />Why am I talking about this?<br />Challenges of interactive team building<...
Why are we talking about this? <br />Trend toward interactive<br />Shift since early 90’s<br />Economy driven acceleration...
Why are we talking about this? <br />© Copyright 2010 – TeamBuilder Search, LLC<br />4<br />TeamBuilder Search<br />The ty...
Why are we talking about this? <br />© Copyright 2010 – TeamBuilder Search, LLC<br />5<br />TeamBuilder Search<br /><ul><l...
Account management
Project management
Account Strategy
Business analyst
Information architect
Analytics
Paid Search/display
SEO
Graphic designer
Art director
Associate Creative
Creative Director
Copy writing
Flash designer
RIA developer
RIA architect
Technology manager
.NET developers
Java developers
PHP developers
Architect
Development managers
Insights/research
Social media
Q&A
Emerging technology</li></ul>The 2010 interactive team<br />
Why am I talking about this? <br />Owned, built, managed and sold successful interactive company<br />Attempted integratio...
Challenges of Interactive<br />© Copyright 2010 – TeamBuilder Search, LLC<br />7<br />TeamBuilder Search<br />
© Copyright 2010 – TeamBuilder Search, LLC<br />8<br />TeamBuilder Search<br />
© Copyright 2010 – TeamBuilder Search, LLC<br />9<br />TeamBuilder Search<br />
Challenges of Interactive<br />© Copyright 2010 – TeamBuilder Search, LLC<br />10<br />TeamBuilder Search<br />
Four P’s of Interactive<br />Process<br />Platforms<br />People<br />Planning<br />© Copyright 2010 – TeamBuilder Search, ...
Process <br />Much more “production” heavy than traditional projects<br />Print = flexible process, fixed results*<br />In...
Process <br />Process = Execution<br />“Ideas are a multiplier of execution”* 		-Derek Sivers, Sivers.org<br />© Copyright...
“To me, ideas are worth nothing unless executed. They are just a multiplier. Execution is worth millions.”*Explanation:AWF...
Process <br />“If you can’t describe what you are doing as a process you don’t know what you are doing”<br />					- W. Edw...
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Four p's of building an interactive marketing team ohio web leaders presentation

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Updated Four P's of building an Interactive Marketing Team - Given at May meeting of Ohio Web Leaders

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  • Jen said can you talk for 60 minutes I said I can talk for 60 hours easier than 60 minutesBecause this is such a hot topic with a lot of failures and frustations for a lot of different stakeholders that if I cover everything I should I will probably at some point make everyone in here a little defensive. So, if we get to the end and I haven’t in made you uncomfortable please let me know I can try to offend you before you leave
  • One
  • One
  • Who moved my cheese – rules change
  • Who moved my cheese – rules change
  • Who moved my cheese – rules change
  • 4 major areas of consideration
  • Four p's of building an interactive marketing team ohio web leaders presentation

    1. 1. The Four P’s <br />of Building an Interactive Team<br />© Copyright 2010 – TeamBuilder Search, LLC<br />1<br />TeamBuilder Search<br />
    2. 2. Agenda<br />Why are we talking about this?<br />Why am I talking about this?<br />Challenges of interactive team building<br />Four P’s and common failure points<br />36 questions to ask yourself<br />Discussion<br />© Copyright 2010 – TeamBuilder Search, LLC<br />2<br />TeamBuilder Search<br />
    3. 3. Why are we talking about this? <br />Trend toward interactive<br />Shift since early 90’s<br />Economy driven acceleration <br />Traditional marketers adding interactive<br />Expansion of interactive roles<br />© Copyright 2010 – TeamBuilder Search, LLC<br />3<br />TeamBuilder Search<br />
    4. 4. Why are we talking about this? <br />© Copyright 2010 – TeamBuilder Search, LLC<br />4<br />TeamBuilder Search<br />The typical 1990’s interactive team<br />
    5. 5. Why are we talking about this? <br />© Copyright 2010 – TeamBuilder Search, LLC<br />5<br />TeamBuilder Search<br /><ul><li>Business development
    6. 6. Account management
    7. 7. Project management
    8. 8. Account Strategy
    9. 9. Business analyst
    10. 10. Information architect
    11. 11. Analytics
    12. 12. Paid Search/display
    13. 13. SEO
    14. 14. Graphic designer
    15. 15. Art director
    16. 16. Associate Creative
    17. 17. Creative Director
    18. 18. Copy writing
    19. 19. Flash designer
    20. 20. RIA developer
    21. 21. RIA architect
    22. 22. Technology manager
    23. 23. .NET developers
    24. 24. Java developers
    25. 25. PHP developers
    26. 26. Architect
    27. 27. Development managers
    28. 28. Insights/research
    29. 29. Social media
    30. 30. Q&A
    31. 31. Emerging technology</li></ul>The 2010 interactive team<br />
    32. 32. Why am I talking about this? <br />Owned, built, managed and sold successful interactive company<br />Attempted integration of interactive company into traditional company<br />Talk to interactive/integrated marketers every day from all across the USA<br />Future boondoggle hall of famer<br />© Copyright 2010 – TeamBuilder Search, LLC<br />6<br />TeamBuilder Search<br />
    33. 33. Challenges of Interactive<br />© Copyright 2010 – TeamBuilder Search, LLC<br />7<br />TeamBuilder Search<br />
    34. 34. © Copyright 2010 – TeamBuilder Search, LLC<br />8<br />TeamBuilder Search<br />
    35. 35. © Copyright 2010 – TeamBuilder Search, LLC<br />9<br />TeamBuilder Search<br />
    36. 36. Challenges of Interactive<br />© Copyright 2010 – TeamBuilder Search, LLC<br />10<br />TeamBuilder Search<br />
    37. 37. Four P’s of Interactive<br />Process<br />Platforms<br />People<br />Planning<br />© Copyright 2010 – TeamBuilder Search, LLC<br />11<br />TeamBuilder Search<br />
    38. 38. Process <br />Much more “production” heavy than traditional projects<br />Print = flexible process, fixed results*<br />Interactive = fixed process, flexible results*<br />* Kudos to Adam Pacio<br />© Copyright 2010 – TeamBuilder Search, LLC<br />12<br />TeamBuilder Search<br />
    39. 39. Process <br />Process = Execution<br />“Ideas are a multiplier of execution”* -Derek Sivers, Sivers.org<br />© Copyright 2010 – TeamBuilder Search, LLC<br />13<br />
    40. 40. “To me, ideas are worth nothing unless executed. They are just a multiplier. Execution is worth millions.”*Explanation:AWFUL IDEA = -1WEAK IDEA = 1SO-SO IDEA = 5GOOD IDEA = 10GREAT IDEA = 15BRILLIANT IDEA = 20NO EXECUTION = $1WEAK EXECUTION = $1000SO-SO- EXECUTION = $10,000GOOD EXECUTION = $100,000GREAT EXECUTION = $1,000,000BRILLIANT EXECUTION = $10,000,000To make a business, you need to multiply the two.The most brilliant idea, with no execution, is worth $20.The most brilliant idea takes great execution to be worth $20,000,000. * Derek Sivers, Sivers.org<br />TeamBuilder Search<br />© Copyright 2010 – TeamBuilder Search, LLC<br />14<br />
    41. 41. Process <br />“If you can’t describe what you are doing as a process you don’t know what you are doing”<br /> - W. Edwards Deming<br />© Copyright 2010 – TeamBuilder Search, LLC<br />15<br />TeamBuilder Search<br />
    42. 42. Common Process Failures<br />Process development<br />Processes are not documented<br />Lack of “deliverables” driven process<br />“Exceptions” are the “rules”<br />Processes are created but not adopted or enforced<br />Processes made without collaboration<br />© Copyright 2010 – TeamBuilder Search, LLC<br />16<br />TeamBuilder Search<br />
    43. 43. Common Process Failures<br />Project management<br />No PM’s or no PM function<br />PM’s lack appropriate balance of marketing/technology understanding<br />Project managers are given responsibility but not authority<br />No resource planning/allocation (traffic)<br />PM’s aren’t client facing<br />PMP’s often struggle (personality dependent)<br />Lack of “billable” or “utilization” standards<br />© Copyright 2010 – TeamBuilder Search, LLC<br />17<br />TeamBuilder Search<br />
    44. 44. Common Process Failures<br />Account Service<br />The more “creative” and “strategic” the less process driven<br />Failure to say “no” or “I don’t know, let me check with the team to see what this change does to cost and timelines” or “Just about anything can be done with enough time, resources and money” compromises whole team and the profitability of the initiative.<br />© Copyright 2010 – TeamBuilder Search, LLC<br />18<br />TeamBuilder Search<br />
    45. 45. Common Process Failures<br />Creative<br />Confusion in the difference between print and interactive<br />Print = Creating a message to be displayed*<br />Interactive =Creating message and medium*<br />Creative plays a much expanded role in interactive (design starts with information architecture)<br />* Kudos to Adam Pacio<br />© Copyright 2010 – TeamBuilder Search, LLC<br />19<br />TeamBuilder Search<br />
    46. 46. 20<br />TeamBuilder Search<br />
    47. 47. Common Process Failures<br />Creative<br />Aversion to best practices (user experience)<br />Loss of focus on business goals<br />Effort isn’t constrained by budget <br />Design not informed by visitor behavior<br />Technical requirements overlooked<br />Developers set up for failure because timelines are missed<br />© Copyright 2010 – TeamBuilder Search, LLC<br />21<br />TeamBuilder Search<br />
    48. 48. Common Process Failures<br />Business Development<br />“We won’t work with anyone who won’t work with us!”<br />No minimum budget (for new clients)<br />Too many new accounts are “investments or loss leaders”<br />No answer to the question “who are we and what do we do and what does it cost?”<br />© Copyright 2010 – TeamBuilder Search, LLC<br />22<br />TeamBuilder Search<br />
    49. 49. Platforms<br />Too many tools, languages and technologies to be good at them all<br />"Those Who Stand For Nothing, Fall For Anything" - Alexander Hamilton<br />© Copyright 2010 – TeamBuilder Search, LLC<br />23<br />TeamBuilder Search<br />
    50. 50. Common Platform Failures<br />Failure to identify “what’s in”<br />Failure to identify “what’s out”<br />Failure to have partners to handle “what’s out”<br />Failure to have “deliverables-based” processes with partners<br />© Copyright 2010 – TeamBuilder Search, LLC<br />24<br />TeamBuilder Search<br />
    51. 51. People<br />“I don’t really know where we should take this bus. But I know this much: If we get the right people on the bus, the right people in the right seats, and the wrong people off the bus, then we’ll figure out how to take it someplace great.” (Good to Great, Jim Collins pg 41) <br />© Copyright 2010 – TeamBuilder Search, LLC<br />25<br />TeamBuilder Search<br />
    52. 52. Common People Failures<br />Lack of clarity on processes and platforms makes it hard to even find your bus<br />Not properly staffing the major talent needs<br />Strategy (what are we going to do?)<br />Planning (how are we going to do it?)<br />Creative (what’s it going to look like and act like?)<br />Technology (How are we going to get it to work?)<br />Project Management (How are we going to get it done on time and in budget?)<br />Account Management/Business Development (How are we going to have enough stuff to do?)<br />© Copyright 2010 – TeamBuilder Search, LLC<br />26<br />TeamBuilder Search<br />
    53. 53. Common People Failures<br />No clear processes around recruiting functions<br />Identification<br />Qualification<br />Recruiting <br />Getting wrong people on the bus <br />The right people leave the bus stop before you pick them up<br />Believing everyone wants to get on your bus<br />© Copyright 2010 – TeamBuilder Search, LLC<br />27<br />TeamBuilder Search<br />
    54. 54. Common People Failures<br />Denial that there is a war for top interactive talent<br />Failure to invest in culture<br />Poor implementation of process, platforms, people, planning causes attrition<br />Team building and personal development activities overlooked<br />© Copyright 2010 – TeamBuilder Search, LLC<br />28<br />TeamBuilder Search<br />
    55. 55. Planning<br />“Good fortune is what happens when opportunity meets planning” – Thomas Edison<br />  “He who fails to plan is planning to fail” – Winston Churchill<br />© Copyright 2010 – TeamBuilder Search, LLC<br />29<br />TeamBuilder Search<br />
    56. 56. Common Planning Failures<br />Lack of process, no “what’s in, what’s out” on platforms and not having the right people….<br />What are we doing?<br />How are we doing it?<br />What are we doing it with?<br />Who’s doing it?<br />© Copyright 2010 – TeamBuilder Search, LLC<br />30<br />TeamBuilder Search<br />
    57. 57. Common Planning Failures<br />No separation of “planning” and “project”<br />Not including the “right” people in the kickoff <br />Not excluding the “wrong” people in the project or campaign<br />© Copyright 2010 – TeamBuilder Search, LLC<br />31<br />TeamBuilder Search<br />
    58. 58. Questions To Ask Yourself<br />Do we have processes and are the processes documented? <br />Do we have a “deliverables” driven process?<br />Do we have many “exceptions” as “rules” in my current processes?<br />Have our processes been adopted? <br />Did we involve the right people in building my processes?<br />© Copyright 2010 – TeamBuilder Search, LLC<br />32<br />TeamBuilder Search<br />
    59. 59. Questions To Ask Yourself<br />Do our PM’s have the marketing/technology understanding needed in the role? <br />Do our PM’s have the authority they need to get projects on track?<br />Do we have an adequate resource planning/allocation?<br />Do our PM’s have the client facing time needed to be successful? <br />© Copyright 2010 – TeamBuilder Search, LLC<br />33<br />TeamBuilder Search<br />
    60. 60. Questions To Ask Yourself<br />Can our PM’s handle the dynamic nature of our environment?<br />Do we have “billable” or “utilization” standards?<br />Are our account people saying “no” or “let me check” often enough? <br />Does our creative team stay focused on business goals? <br />© Copyright 2010 – TeamBuilder Search, LLC<br />34<br />TeamBuilder Search<br />
    61. 61. Questions To Ask Yourself<br />Does our creative team understand that budget drives output? <br />Do we implement best practices around user experience? <br />Is our design informed by visitor behavior<br />Does our creative team work within the technical requirements mandated for the project? <br />© Copyright 2010 – TeamBuilder Search, LLC<br />35<br />TeamBuilder Search<br />
    62. 62. Questions to ask yourself?<br />Does our creative team work within the technical requirements mandated for the project? <br />Do we give our production team enough time to be successful?<br />Do we know have an ideal client profile? <br />Do we know what is the minimum budget we must have to be successful?<br />© Copyright 2010 – TeamBuilder Search, LLC<br />36<br />TeamBuilder Search<br />
    63. 63. Questions To Ask Yourself<br />Are we taking on too many “loss leader” clients?<br />Are we getting to “no” fast enough with clients? <br />Do we know “what’s in” on platforms?<br />Do we know “what’s out” on platforms?<br />Do we have partners for “what’s out”?<br />Do we have “deliverables-based” processes with partners?<br />© Copyright 2010 – TeamBuilder Search, LLC<br />37<br />TeamBuilder Search<br />
    64. 64. Questions To Ask Yourself<br />Do we have our processes and platforms in place so we know what we are looking for in candidates? <br />Where are we strong and where are we weak in strategy, planning, creative, technology, project management and account service/business development? <br />Do we have “scorecards” in place to identify what we are looking for in each position?<br />© Copyright 2010 – TeamBuilder Search, LLC<br />38<br />TeamBuilder Search<br />
    65. 65. Questions To Ask Yourself<br />Are all the appropriate stakeholders aligned on the “scorecards”?<br />Do we have an evidence-based candidate qualification process in place to judge candidates?<br />Do we react quickly enough to not lose great candidates to competitors? <br />© Copyright 2010 – TeamBuilder Search, LLC<br />39<br />TeamBuilder Search<br />
    66. 66. Questions To Ask Yourself<br />Do we have adequate separation of “planning” and project (i.e. are we getting enough information early enough to know what we are going to do and how much it is going to cost?)?<br />Are we including the right people in the kickoff meetings?<br />Are we including the wrong people in the project or campaign? <br />© Copyright 2010 – TeamBuilder Search, LLC<br />40<br />TeamBuilder Search<br />
    67. 67. DiscussionWant to learn more about building a successful interactive marketing team? Want us to speak at your next event?contact:Mark Whitmanmwhitman@teambuildersearch.com740-879-3106 (direct)740-513-6164 (mobile)<br />© Copyright 2010 – TeamBuilder Search, LLC<br />41<br />TeamBuilder Search<br />

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