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Marketing Technologists As Marketing Transformation Sherpas By Shawn Goodin

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From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: Marketing Technologist as Marketing Transformation Sherpa. PRESENTATION: Marketing Technologist as Marketing Transformation Sherpa - Given by Shawn Goodin, @shawngoodin - Director of Marketing Technology, The Clorox Company

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Marketing Technologists As Marketing Transformation Sherpas By Shawn Goodin

  1. 1. Business Capability Framework Marketing Technologist as Marketing Transformation Sherpa
  2. 2. Marketing Transformation 1. The marketing landscape has changed and those who don’t master the new terrain will perish or be irrelevant 2. Capabilities are foundational to mastering this new terrain (people, process, tech & data) 3. The Chief Marketing Technologist is uniquely qualified and positioned to be the guide 2
  3. 3. 3 New Terrain
  4. 4. Landscape (Enough Said) 4
  5. 5. What’s better about capability focus? 1. Business Capabilities give IT and the Marketing a shared language grounded in business outcomes (Think Rosetta Stone/ Go Native!) 2. Business capabilities allow us to look holistically at how value is created, including people, process, technology and data (Think capability stool) 3. Business capabilities help us avoid getting bogged down in the how and focus on what we do. (Think compass that points the way) 5
  6. 6. 6 Rosetta Stone (Shared Language) The Rosetta Stone from 196 BC is the key between three separate languages: 1. Top : Ancient Egyptian hieroglyphs 2. Middle: Demotic script 3. Lowest: Ancient Greek Because it presents essentially the same text in all three scripts, it provided the key to the modern understanding of Egyptian hieroglyphs. 1 2 3
  7. 7. 7 Multiple Languages Process Marketing Data IT
  8. 8. 8 Business Value Process Marketing Data IT
  9. 9. 9 Capability Stool • Capabilities keeps us grounded and holistic in approach • Measure and reward on the outcome and you will invest correctly in the capability
  10. 10. 10 Capability Stool
  11. 11. Compass that points the way 11
  12. 12. 12 What can we learn from orienteering…
  13. 13. 13 1. Map the terrain 2. Align map to true North with compass 3. Know where you are 4. Read the terrain and adjust
  14. 14. 14 1. Start with what you know and build a map 2. Align your map with the strategy (true north) 3. Plot a course 4. If your teams trust the map and the compass you can move together with agility
  15. 15. Capability Artifacts 1. Capability Map 2. Apply Strategy Lens 3. Heat map 4. Architecture 5. Roadmap 15
  16. 16. Strategy Lens 16
  17. 17. Capability Score Card - CRM 17 Value Proposition and Measures: • Enterprise consumer loyalty management • Service management • Improved Multi-channel Campaign management • Social media interaction management Health: Technology: Process: People: Data: Related Capabilities: • Email Marketing • Websites, WCM, WEM • eCommerce • Big Data and Databases • DMP / CDP • Personalization 11 2 3 3 3 Scalable? Mature N Y Consumer Relationship Management (CRM) CRM is about enabling businesses to intelligently engage with and form one-to-one interactions with consumers through many channels including mobile, social and in-store. Owner Consumer Affairs Digital Marketing Sales Vendor Landscape: Clorox Vendor Landscape: - Exact Target - Oracle - Salesforce - Dynamics
  18. 18. Capability Heat Map 18
  19. 19. 19 CRM DMP CMS DAM API ACCESS MNGT Enterprise - Scale - Secure - Efficiency - Effectiveness - Global - Shared - Integrations - Always On Experimental Tactical Enterprise PERSOANLIZATION TESTING/ OPTIMIZATION Tactical - Fast - Loosely Coupled - Flexible - Plug and play - Best practices - Standards Experimental - Test & Learn - No regrets - Methodology - Time bound MRM 1 2 3 1 2 3 Governance - Architecture - Standards - Best Practices - Documentation - SLA/OLA - Process Owners - Service Catalog 4 Social Test Weather Test Mobile Test eCom Test Marchitecture
  20. 20. … and this is why the Chief Marketing Technologist is uniquely qualified and positioned to guide the Marketing Transformation 20
  21. 21. Shawn Goodin Contact Me • MarketingTransformation.org • shawn@marketingtransformation.org • @MarTransOrg • #BeTheChange 21

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