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#AdobeSummit - 3 Ways to Break Through the Silos Killing Your Marketing and Creative Teams


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Presentation Deck from #AdobeSummit Speaking Session S951 - 3 Ways to Break Through the Silos Killing Your #Marketing & #Creative Teams - with T-Mobile, Adobe, & Workfront - 3 proven methods to master modern marketing work!

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#AdobeSummit - 3 Ways to Break Through the Silos Killing Your Marketing and Creative Teams

  2. 2. 2 PRESENTERS Kevin Lindsay Director, Product Marketing, AEM, Adobe Gary Clinger VP, Marketing Programs, Workfront Kelsey Brogan Director, Integrated Program Management, T-Mobile
  3. 3. 3 The “digital work crisis” is real Digital Work
  4. 4. 4 Today’s workplace is undergoing a revolution. •  Explosive data growth •  Automation tools, and the rise in •  Digital communication tools •  The promise of a productive environment. Why then do marketers feel greater stress, frustration and disconnection than before?
  5. 5. 5 You Have Less Time to Get Work Done 40% 40% of our time is spent on your primary job
  6. 6. 6 Unmanageable workloads create delays and frustration 60% of knowledge workers are either completely overwhelmed or barely hitting their deadlines
  7. 7. 7 Isolated, siloed teams the norm •  63% of marketers feel they are still working in isolated, siloed teams •  Disconnection is affecting the quality, consistency and speed of marketing work
  8. 8. 8 Content creation and delivery are disconnected
  9. 9. 10 3 ways to break through silos killing your marketing and creative teams 3 Silos
  10. 10. 11 Challenge #1: Teams are disconnected Disconnection
  11. 11. 12 •  Who is working on what? •  Who has bandwidth? Who is overwhelmed? •  What are the most critical priorities for your team? •  Are people working on those most important items? •  What is the status of projects and deliverables? •  What is on-time, late, or in danger of not being delivered? Resource AvailabilityUnderstand Priorities Tracking and Managing Projects
  12. 12. 14 Connect Teams with Unified Solutions •  Adopt a system that allows everyone to see information, priorities and assignments—all in one place. •  Focus on the most important work •  Foster better collaboration Solution
  13. 13. 15 Who doesn’t love a good process?
  14. 14. 16 Process + Workflow Architecture Intake + Resourcing Systems + Tool Solutions Integrated Program Management Defining the way we operate, how work is managed and budgets tracked Cross-functional program and project management for full end- to-end support Best in class systems and tools to support, optimize and integrate our processes All work requests tracked and resourced with full visibility for leadership Centralized Marketing Operations
  15. 15. 17 Customer obsession !
  17. 17. 19 Aligning work to core company objectives •  Utilize rollup dashboards to provide visibility into “why” work matters. •  Rolling up and cascading down •  C Level – VP – Director – Manager – Knowledge Worker
  18. 18. 20 Challenge #2: Work processes are disjointed Processes
  19. 19. 21 •  Work flows at different paces depending on the team •  Analog and digital workstreams are often intermingled •  Some teams are reluctant to adopt •  Too many technology solutions to try to fix broken processes •  How do you make sure your team is using the “right” technology •  Disjointed tools impact how work gets done Workflows vary by team New technology can be a challenge What does the “right” tech stack look like?
  20. 20. 22 Standardize Workflows and Processes •  Centralized visibility into all work •  Better enable teams to work together and be efficient •  Know where work needs a push •  Identify future improvement needs
  21. 21. 23 Establishing defined & automated workflows Solution
  22. 22. 24 Knocking on the Marketing "Front Door”
  23. 23. 25 Intake EXECUTION* Kick-Off Release/ Traffic Creative Development Execution Review RD1 Leadership Approved Live/ Launch Mudroom VP Approval of Approach KO X-Functional Core Team Resourcing Background + Marketing Approach VALIDATION STRATEGY Strategy Review(s) Channel Tickets Created EXECUTION* Resourcing Stand-Up MEASURE Post Mortem Results/ Optimize Record/ Reporting MRD Review Creative Brief Creative Resourcing Execution Review RD2Execution Review RD3 Workflow - Intake to Execution
  24. 24. 26 Despite creatives, marketers, advertisers and IT communicating often, content creation and delivery isn’t as connected as it should be. Complexity in the content creation landscape continues to increase. MARKETIN G ADVERTISI NG BRAND CREATIVES AGENCY CREATIVES IT 54% 57% 30% 32% 28% 14% 11% 8%7%6% 25%26%26% 19%20% 60% 63% 66% 75%75% MARKETERSADVERTISERSBRAND CREATIVES AGENCY CREATIVES IT
  25. 25. 27 Streamline collaboration between creatives and marketers in the content creation process +
  26. 26. 29 Challenge #3: Your data is trapped Data
  27. 27. 31 •  Data can be stored in many locations •  Difficult to know what’s available, much less make it actionable •  Teams need to leverage different sources of data •  And have it all make sense •  How can I get insights that I can work with? •  How best to report on what we’re doing or how to improve? Data is kept everywhere Different data sources How can I get insights to improve future work?
  28. 28. 32 Integrate your martech stack to make data available •  Easily integrate with enterprise-wide tools and existing processes •  All of marketing should be using the same tools •  Work should live in one place •  More time to focus on the work that is most important Solution
  29. 29. 33 Single Source of Truth
  30. 30. 34 Everyone on the same page
  31. 31. 35 Correlation vs. causality Observational studies with ”confounding variables” (X hidden) affects Y and Z Say what??!! Data democratization… need for citizen data scientists?
  32. 32. 36 Access, context, insights à decisions, actions 36
  33. 33. 37 Eliminate reporting silos through consolidation
  34. 34. 38 But where should I start?
  35. 35. 39 Turning this…
  36. 36. 40 …Into this Solution
  37. 37. 41 With unified solutions, and by associating work to company objectives Get centralized visibility into all work Make data available, actionable and real Connect Teams Standardize workflows and processes Integrate your martech stack In Summary…
  38. 38. 42 Questions? •  Find out how to better connect your marketing team at: •  Download the asset at: http://
  39. 39. 43 Thank you.
  40. 40. 44