2. What We’ll Cover…
Who I Am
What We’ve Heard
PPT and The Other – Agencies
Considerations
Selection
Scope
Management
Closing Thoughts
Motivation
3. First things first…who the hell am I?
• English (EVERYONE mention The Ashes…)
• Passionate about digital marketing and transformation
• A background in technology and services B2B marketing both in the UK and
here
Three things about me?
1. The first thing I can recall is…
1. Riding my bike across a park
2. Seeing a cat being born on my bed
2. I was almost run down by the Mayor of London Boris Johnson on a segue.
1. True?
2. False?
3. I have walked the complete circuit of the ring road around Florence in a
dinner jacket and smart shoes. Three times.
1. True?
2. False?
6. Transformation – Remember the past…
“We’re going to do a blog”
“We’re going to do social”
…why?
…who?
…who to?
…with what?
…how often?
7. Transformation – Remember the past…
“We’re going to do a blog”
“We’re going to do social”
“We’re going to do E-commerce”
…why?
…for what?
…to whom?
…protection?
8. Transformation – Remember the past…
“We’re going to do a blog”
“We’re going to do social”
“We’re going to do E-commerce”
…so are we “doing digital
transformation?”
9. What does this mean for Digital
Transformation?
Some key considerations…
Where is the need?
Who is asking for it, and why?
What do you know internally?
What more do you need?
11. The Three Pillars Fall Down
People
“All you have to
do is tell them
what to do…”
Process
“Let’s just map
what we do now
and customise to
the nth degree”
Technology
“That’s really
expensive…maybe
we can just do a
bit”
When you identify what you don’t have, what do you need?
12. Agencies
What they can offer…
Expertise to deploy
Flexible to scale
Dedicated to project outcomes
What they aren’t…
Devoted to the project
Motivated by overarching success
Your own people
…a business or organization providing a particular service on
behalf of another business, person, or group…
14. Considerations for your
agencies…selection
How do you rate a provider?
Skills
Trust and credibility
People
Are they externally referenced?
Have they worked in your industry before?
Can they handle it?
15. Considerations for your agencies…scope
Have you fully defined the scope…and how?
Asking the right questions
Asking the right people
Have you put limits in place?
If so…how have you defined them?
Has the agency defined them with you?
Have the agency run the scoping for you?
Where does accountability sit?
16. Considerations for your
agencies…management
How are the agency measured?
Be robust
Time and cost measurement
Gated activity
Who are they?
Meet the doers, not the sellers
Keep involved
Silence is not golden
Know your team…even when they aren’t
17. Considerations for your
agencies…management
Bewitched, bothered, and bewildered…
Acronyms
Jargon
Ask yourself, paraphrasing the words of Edwin Starr…
“Complexity. Huh. Good God y’all, what is it good for?”
18. Closing Thoughts
1. Ask the right questions of yourselves
2. Ask the right questions of your potential vendors
3. Ask the right questions of your partner once you have them
And…
Do it for the right reasons!
People – SFDC example. Just telling people what to do won’t engage them in the transformation – relevant to agencies, because it speaks to motivation
Process – best practice has always dictated
All hinges on trust. They are external. They aren’t you, they are someone else…they don’t have your priorities…
Key conclusion – if you start from the customer demand, need, the business drivers…if you understand the subject you’re talking about…you can ask your agencies the questions that drive them. Trust your advisors – if you don’t know, ask. Information is power – agencies are prone to attempt to hold this information close, because making you less knowledgeable than them is how they grow.
