Rethink
Probable

F INDING FAULT … I N THE LINE
@K EVIN MR YAN
MOTIVITY MARKETING, INC.
M OTIVITY

2
MOTIVITY MARKETING, INC.
C ONTRIBUTION

3
D ISCUSSION
What got us here?

What’s wrong with it?
What’s right?

What’s going to make it better?
4
What got us here?

5
MOTIVITY MARKETING, INC.
6
MOTIVITY MARKETING, INC.
Marketing Automation:
An enabling technology that
allows us to remove people so
we can communicate with people
better

7
CMO’ S & T ECHNOLOGY


Social media &
analytics top priorities
in deployment

“We are redirecting
money from advertising
...
E XPERIENCE


Customers viewed as targets first, advocates second

Source URL: http://nyti.ms/13ZCdQB

http://onforb.es/x...
G ROWTH P OTENTIAL


Capacity may not match velocity

Source URL: http://nyti.ms/13ZCdQB
M ARKETING A NALYTICS


SPENDING

Labor remains the single biggest budget item

Source URL: http://gtnr.it/1aDdTve
G ROWTH P OTENTIAL


Labor must begin to align with spending

Source URL: http://gtnr.it/1aDdTve
M ASS T RANSIT


Moving people and data is a complicated process

Source URL: http://gtnr.it/1aDdTve
What’s wrong with it?

14
MOTIVITY MARKETING, INC.
15
MOTIVITY MARKETING, INC.
Brand Control
Your Message:

16
Brand Control
My Message:

17
18
MOTIVITY MARKETING, INC.
19
20
E XPERIENCE


Customers viewed as targets first, advocates second

Source URL: http://ibm.co/mPno3H
What’s right?

22
MOTIVITY MARKETING, INC.
23
MOTIVITY MARKETING, INC.
What’s going to make it better?

24
MOTIVITY MARKETING, INC.
25
MOTIVITY MARKETING, INC.
I NTERNAL R ESOURCES


Team Structure
Cross divisional leadership
Internal team champions
Soften departmental borders
Mai...
PARTNER S ELECTION


Qualities of a good partner

Industry knowledge
Channel knowledge

Tactical capabilities
Flexible pr...
A DVICE

Find connections

Build tech around people

Don’t build tech to avoid people
A DVICE

Data isn’t people

Automation isn’t strategy

Discipline isn’t over
A DVICE & A UDIENCE D ISCUSSION

If the partner fails, you’ve failed

Collaborate, define execute

Don’t panic
Y OU ’ RE W ELCOME !

Contact:
www.motivitymarketing.com
info@MotivityMarketing.com
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Kevin ryan motivity marketing

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Kevin ryan motivity marketing

  1. 1. Rethink Probable F INDING FAULT … I N THE LINE @K EVIN MR YAN MOTIVITY MARKETING, INC.
  2. 2. M OTIVITY 2 MOTIVITY MARKETING, INC.
  3. 3. C ONTRIBUTION 3
  4. 4. D ISCUSSION What got us here? What’s wrong with it? What’s right? What’s going to make it better? 4
  5. 5. What got us here? 5 MOTIVITY MARKETING, INC.
  6. 6. 6 MOTIVITY MARKETING, INC.
  7. 7. Marketing Automation: An enabling technology that allows us to remove people so we can communicate with people better 7
  8. 8. CMO’ S & T ECHNOLOGY  Social media & analytics top priorities in deployment “We are redirecting money from advertising to develop and build CRM systems,” Source URL: http://ibm.co/mPno3H
  9. 9. E XPERIENCE  Customers viewed as targets first, advocates second Source URL: http://nyti.ms/13ZCdQB http://onforb.es/xahmzo
  10. 10. G ROWTH P OTENTIAL  Capacity may not match velocity Source URL: http://nyti.ms/13ZCdQB
  11. 11. M ARKETING A NALYTICS  SPENDING Labor remains the single biggest budget item Source URL: http://gtnr.it/1aDdTve
  12. 12. G ROWTH P OTENTIAL  Labor must begin to align with spending Source URL: http://gtnr.it/1aDdTve
  13. 13. M ASS T RANSIT  Moving people and data is a complicated process Source URL: http://gtnr.it/1aDdTve
  14. 14. What’s wrong with it? 14 MOTIVITY MARKETING, INC.
  15. 15. 15 MOTIVITY MARKETING, INC.
  16. 16. Brand Control Your Message: 16
  17. 17. Brand Control My Message: 17
  18. 18. 18 MOTIVITY MARKETING, INC.
  19. 19. 19
  20. 20. 20
  21. 21. E XPERIENCE  Customers viewed as targets first, advocates second Source URL: http://ibm.co/mPno3H
  22. 22. What’s right? 22 MOTIVITY MARKETING, INC.
  23. 23. 23 MOTIVITY MARKETING, INC.
  24. 24. What’s going to make it better? 24 MOTIVITY MARKETING, INC.
  25. 25. 25 MOTIVITY MARKETING, INC.
  26. 26. I NTERNAL R ESOURCES  Team Structure Cross divisional leadership Internal team champions Soften departmental borders Maintain vertical expertise Budget to build team, community & knowledge
  27. 27. PARTNER S ELECTION  Qualities of a good partner Industry knowledge Channel knowledge Tactical capabilities Flexible processes Capabilities & needs Communication & reporting Thought leadership
  28. 28. A DVICE Find connections Build tech around people Don’t build tech to avoid people
  29. 29. A DVICE Data isn’t people Automation isn’t strategy Discipline isn’t over
  30. 30. A DVICE & A UDIENCE D ISCUSSION If the partner fails, you’ve failed Collaborate, define execute Don’t panic
  31. 31. Y OU ’ RE W ELCOME ! Contact: www.motivitymarketing.com info@MotivityMarketing.com
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