How to Break Down Marketing Silos to Improve Collaboration and Alignment

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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.

Business

How
to
Break
Down

Marke.ng
Silos
to
Improve

Collabora.on
&
Alignment

#Collaboration

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by
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Panelists

Andrew
Gaﬀney

Editor

Demand
Gen
Report

Gini
Dietrich
Rob
Bois

CEO
Product
Marke:ng

Arment
Dietrich
Eloqua

Gini Dietrich
Arment Dietrich Geoff Livingston
Spin Sucks Lady Soleil, Inc.
armentdietrich.com geofflivingston.com
spinsucks.com

@ginidietrich marketingintheround.com @geoffliving

How to Break Down Marketing Silos to
Improve Collaboration & Alignment
Gini Dietrich, CEO of Arment Dietrich
Rob Bois, Product Marketing for Eloqua

© 2012 Eloqua, Inc. 7

it’s time to
do things differently

© 2012 Eloqua, Inc. 9

But the time has come
to once again
work together
© 2012 Eloqua, Inc. 12

break down
the silos
© 2012 Eloqua, Inc. 13

but how do we do that?

© 2012 Eloqua, Inc. 14

introducing...
the marketing round
HR Execs

Sales Ops

Legal
Product
Dev.

CSR
© 2012 Eloqua, Inc.
Acct 15

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

how to get
executive buy-in

© 2012 Eloqua, Inc. 20

You Need Executive Support

© 2012 Eloqua, Inc. 21

© 2012 Eloqua, Inc.
Build the Business Case

22

Use Market Research

© 2012 Eloqua, Inc. 23

Use Case Studies to Show ROI

© 2012 Eloqua, Inc. 24

show
competitive
© 2012 Eloqua, Inc.
examples25

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

build SMARTER goals
to support the marketing
round

© 2012 Eloqua, Inc. 27

measure
your results
© 2012 Eloqua, Inc. 28

S Specific

M Measurable

A Attainable

R Relevant

T Timely

E Evaluate

R Reevaluate

© 2012 Eloqua, Inc. 29

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

how are people
incentivized?

© 2012 Eloqua, Inc. 33

Most Compensation Systems Reward Individual Work

© 2012 Eloqua, Inc. 34

© 2012 Eloqua, Inc. Team Work Requires More Than a Higher Cause

35

Show them the money!
© 2012 Eloqua, Inc. 36

25% of All Google Bonuses Tied to + Success

© 2012 Eloqua, Inc. 37

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

1) Start your round
2) Get executive buy in
3) Use SMARTER Goals
4) Incentivize people to work together

© 2012 Eloqua, Inc. 39

Through Chatter inside Eloqua
Sales & Marketing Collaboration

© 2012 Eloqua, Inc. 41

Rob Bois

Product Marketing Manager

Chatter inside Eloqua

© 2012 Eloqua, Inc. 42

Corpo
rate
File Porta
Sharing
l
email

Leads

© 2012 Eloqua, Inc. 44

Annual Revenue Growth
Tight
Alignment

Poor
Alignment

% of
Companies
Reporting
Tight
Alignment

© 2012 Eloqua, Inc. 46

A Modern Marketing Example

© 2012 Eloqua, Inc. 47

Q&A

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Panelists

Andrew
Gaﬀney

Editor

Demand
Gen
Report

Gini
Dietrich
Rob
Bois

CEO
Product
Marke:ng

Arment
Dietrich
Eloqua

Thank
You
For
A>ending
This
Webinar

You can download this presentation at:

http://dg-r.co/mktalignment

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Access the full event here: https://event.on24.com/wcc/r/1816077/DFF9ECD078983862B13E8F3DA3C7144A Retailers have more data at their disposal than ever before. Every day new sources and types of data become available. It is critical that retailers are able to consume and analyze this data in order to understand the discrete success factors that drive store success. Location Intelligence combined with leading edge data science is how best in class retailers are finding insights they need to drive growth in today’s Unified Commerce environment. Join Gary Sankary from Esri and Joe Whitley from Environics Analytics to learn how advances in GIS technology and DataScience are enabling retailers to create interactive management decision support tools that that drive top line growth and bottom line performance.

Location Intelligence - A Critical Tool in Retail Performance Management

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1817452/02D1B9BC132DB9B7D2D14665CC4B815D The first in a succession of monthly holiday-focused webcasts, this session will help retailers prepare for the holiday shopping season ahead. Stay tuned for related online events in Q4 2018 and the anticipated Holiday Wrap Up in Q1 2019! It’s the happiest time of the year, but it’s the busiest too, particularly for retailers. Every year, Salesforce analyzes data from 500 million shoppers to develop insights related to shopping behaviors during the holiday season. Last year, shoppers favored mobile to search for and purchase holiday gifts. AI-powered product recommendations demonstrated their value, driving a lift in overall transaction size for digital commerce. And every holiday season brings an element of surprise, such as the growing adoption of mobile combined with physical stores opting out of store hours on Thanksgiving Day or Black Friday. Tune in to hear about what’s in store for retailers this holiday season and what retailers must do to capture the hearts, minds and wallets of today’s sophisticated shoppers. Listen to Salesforce’s Rick Kenney, Sr. Director, Industry Strategy and Insights and Caila Schwartz, Business Intelligence Senior Analyst, discuss shopper research trends and how to create impactful shopping experiences to set your business up for holiday success.

Holiday Predictions: What to Expect Based on Data From 500 Million Shoppers

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1857248/435508AB175DDF720B1F0B902B23DB52 Believe it or not, it’s that time of year again. Annual planning is a huge undertaking - laying out strategy and tactics to achieve your goals in the new year. But where should you start? Start with the Full Circle Method: Planning, Achieving, Optimizing, and Evaluating. At the intersection of strategy, planning, and measurement, these four steps will help you study your breakthroughs and busts in 2018 and use those insights to plan for an amazing 2019. Come learn how successful companies have leveraged this data-driven framework to optimize their strategy, powered by funnel metrics and attribution data. After this session, you will be ready to: Derive insights from past campaign performance to plan next year’s campaigns Layout a 4-part strategy to reach your goals Create a marketing budget to support your 2019 objectives With these tools, dive into your 2019 planning with confidence - following practical next steps and a proven success strategy.

How to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1851123/DEA043797F4B69BB82731C9B36A9B172 Everyone talks about the importance of personalizing the customer experience. But what does that really mean? Sure, you can greet people by name in email, but that feature has been around for a decade already. Today’s customer experience is bigger than email, and to your customer, true personalization is about so much more than seeing their name. After this session, you’ll be able to: Identify new ways to personalize across your entire customer experience, including and beyond email Maximize the most valuable customer data that exists in your different tools and systems Strategize and coordinate with your internal teams to deliver more relevant, accurate, and productive customer and lead nurturing

Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1861706/5433650BDB199FF227EC5D4E2F2E72BC "Does the task of identifying what existing content you can use for a new campaign bring on a cold sweat? Can you justify the cost of new content, without knowing exactly what you’ve got on hand? Content audits are the gifts that keep on giving, unwrapping new opportunities as you analyze the results and identify opportunities for targeting existing and new personas; diversifying your formats; and identifying neglected buying stages. The results of a custom audit can go further to give you laser focus on a specific campaign, a trending topic, or a new theme or persona. Presenting the results of a content audit can also help educate stakeholders and gain support for making investments in content marketing best practices. Join Content4Demand and JLL to see how JLL examined its existing content to mine the gems it could use for its upcoming Future of Work (FOW) campaign. Christine Elliott and Dana Harder will walk viewers through JLL’s successful custom content audit and discuss its value, including: The importance of an audit as a foundational element for a cost-effective and best-in-class content strategy The importance of identifying critical audit criteria to align to the desired outcomes Content to be used for upcoming demand generation campaign Providing data and insights on how content aligns to five campaign dimensions, service lines, and other strategic initiatives (like client maturity) How the audit helped align existing content to the five Future of Work campaign dimensions and used scoring to determine depth of relevance How applying additional custom criteria can create audit results that become a strategic weapon in advancing key marketing initiatives JLL was able to instantly see where to allocate budget for new content development to achieve multiple campaign objectives. Ready to uncover the secret treasures in your content library? Register for the webinar and learn to mine your content for a complete campaign.

The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1800767/5BE4BCB5AE64B938308E14343DA3B309 Learn how taking a truly partner-first approach pays off in the channel. Channel marketing and management expert Cameron Avery shows you how to engage and enable partners across their journey with modern digital marketing tactics that put their business in the spotlight. Join us to see how purpose-built tech plus a partner-first approach from start to finish delivers more revenue and ROI for you.

How a Partner-First Approach Drives Revenue & ROI

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1812978/8E56FF06B70D20F23162F0F26D49402F In the digital age, the partner is in the driver's seat as they build the full solutions the customers are expecting. If you are looking to recruit, engage, empower, motivate, manage and support solution provider partners to grow sales, you'll need to adopt a lifecycle approach. Mimicking the customer journey, the partner journey is defined as the complete sum of experiences partners go through when interacting with a vendor. Also like the customer buying-decision, data shows about 60% of a solution provider’s decision on what products to market, sell and support is completed before they engage in a vendor’s enrollment process. Join us to discuss data around the partner journey: Awareness: 70% of partners learn about new technologies via vendor events; Consideration: On average partners consider 2 - 3 vendors against each other; Decision: Technical evaluation is the most important element in their decision to bring on a new vendor; Experience: People affect the experience the most (infrastructure second); and Growth: On average, partners drop 10% of their vendors each year.

Accelerate Your Partners' Digital Transformation With Point-Based Rewards

G3 Communications

5 Stages of the Partner Journey

G3 Communications

Access the full webcast here: https://dg-r.co/2L5QdrM Data fuels every marketer’s strategy, but not all data is created equal. To be successful today, marketers need to be able to effectively analyze, optimize and maintain data accuracy as the first steps to gaining true insight. This is particularly true for account-based programs, where visibility into key decision makers is imperative. As the saying goes, “Garbage in, garbage out.” If the data going into your CRM is incomplete, incorrect or simply not the right data, any programs that rely on that data will deliver disappointing results. During this webinar, David Cowings, Chief Marketing Data Scientist at RingCentral, and Chris Lynde, CEO of SaleScout Data Solutions, will share the steps needed to optimize buyer contact data and sales intelligence, with real-life insights from RingCentral’s demand gen data optimization process.

How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...

G3 Communications

Access the full webcast here: https://dg-r.co/2uiS82A Fluke used AI-based insights to identify the right target accounts and engage them with hyper-personalized nurture and outbound using a combination of Lattice, Conversica and Eloqua – resulting in 48% higher engagement and greater opportunity creation in their target accounts. Join our distinguished speakers to learn how Fluke used AI and data to improve segmentation and engage across different channels with hyper-personalized messaging.

Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...

G3 Communications

Access the full webcast here: https://dg-r.co/2LhxSVI In this session, David Fortino, SVP of Audience and Product at NetLine, will discuss his observations on content consumption and demand based on findings from the company’s 2018 State of B2B Content Consumption and Demand Report. Fortino will dissect some of the stand-out data, such as consumption gap trends with C-level professionals and the significance of appealing to the larger active audience comprised of Individual Contributors. The webcast will also feature Valerie Riley, Director of Marketing for ITProTV, who will share her experience and perspective on the efficacy of content syndication. Specifically, she will discuss: * The challenges she faced to pilot a new, successful lead generation program prior to launching campaigns; and * The winning strategy that led to over 1,500% ROI that can help other B2B marketers discover or expand their lead gen tactics.

Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...

G3 Communications

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