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@bramwessel @factorfirm factorfirm.com
Got a taxonomy emergency?

Call the E.M.T.
@bramwessel @factorfirm factorfirm.com
a taxonomy strategist?
So you wanna be
Melinda
@bramwessel @factorfirm factorfirm.com
REALITY
@bramwessel @factorfirm factorfirm.com
how good is our data?
If we want to be 

data-driven…
@bramwessel @factorfirm factorfirm.com
across all our channels?
Do we have line of sight
@bramwessel @factorfirm factorfirm.com
information

supply chain?
What is our
@bramwessel @factorfirm factorfirm.com
up at night?
What keeps us
@bramwessel @factorfirm factorfirm.com
@bramwessel @factorfirm factorfirm.com
Gary/Bram/Factor
@bramwessel @factorfirm factorfirm.com
Gary/Bram/Factor
@bramwessel @factorfirm factorfirm.com
Train to Portland
symptoms?
What are your
TAXONOMY
EMERGENCIES!
@bramwessel @factorfirm factorfirm.com
Campaign name game of operator.
@bramwessel @factorfirm factorfirm.com
Campaign name game of operator.
#TMW
What is “enterprise level?”
@bramwessel @factorfirm factorfirm.com
Break the problem 

into smaller chunks.
@bramwessel @factorfirm factorfirm.com
Break the problem 

into smaller chunks.
@bramwessel @factorfirm factorfirm.com
enterprise taxonomy decision tree
@bramwessel @factorfirm factorfirm.com
Taxonomy Topology Form
@bramwessel @factorfirm factorfirm.com
Our Taxonomy Topology
Visual of Taxonomy Topology
Visual of Taxonomy Topology
@bramwessel @factorfirm factorfirm.com
19 taxonomies
26 systems
@bramwessel @factorfirm factorfirm.com
Have a project charter,
so you don’t boil the ocean!
@bramwessel @factorfirm factorfirm.com
What will it take to operate
at enterprise scale?
@bramwessel @factorfirm factorfirm.com
A seat at the table.
@bramwessel @factorfirm factorfirm.com
CALL THE EMT!
@bramwessel @factorfirm factorfirm.com
Now
the REAL work begins
@bramwessel @factorfirm factorfirm.com
Cultivate a shared vision
of the desired future state.
Assessment.
Roadmap.

Modeling.
ASSESSMENT
ROADMAP
@bramwessel @factorfirm factorfirm.com
MODELING
@bramwessel @factorfirm factorfirm.com
Our First Question:
What is a campaign?
@bramwessel @factorfirm factorfirm.com
Campaign Process Model
@bramwessel @factorfirm factorfirm.com
Campaign Process Model Workshop
@bramwessel @factorfirm factorfirm.com
Campaign Process Model Workshop
@bramwessel @factorfirm factorfirm.com
CIM =
Campaign Information Model
@bramwessel @factorfirm factorfirm.com
CIM
Workshop
@bramwessel @factorfirm factorfirm.com
ORGANIZATIONAL

ALIGNMENT
Setting
Stakeholder
Expectations
@bramwessel @factorfirm factorfirm.com
1. Define Your Terms
@bramwessel @factorfirm factorfirm.com
2. Build Trust
@bramwessel @factorfirm factorfirm.com
3. It’s not a quick fix.
@bramwessel @factorfirm factorfirm.com
3. It’s not a quick fix.
I
TAXONOMY
ROADMAP
Roadmap
ROADMAP
@bramwessel @factorfirm factorfirm.com
Roadmap
ROADMAP
Research
ROADMAP
Research
ROADMAP: RESEARCH
Research
ROADMAP: RESEARCH
Research
ROADMAP: RESEARCH
Research
ROADMAP: RESEARCH
Strategy
ROADMAP: STRATEGY
@bramwessel @factorfirm factorfirm.com
Strategy
ROADMAP: STRATEGY
@bramwessel @factorfirm factorfirm.com
Strategy
ROADMAP: STRATEGY
@bramwessel @factorfirm factorfirm.com
Strategy
ROADMAP: STRATEGY
@bramwessel @factorfirm factorfirm.com
Modeling
ROADMAP: MODELING
@bramwessel @factorfirm factorfirm.com
Modeling
ROADMAP: MODELING
@bramwessel @factorfirm factorfirm.com
Modeling
ROADMAP: MODELING
@bramwessel @factorfirm factorfirm.com
Taxonomy
ROADMAP: TAXONOMY
@bramwessel @factorfirm factorfirm.comROADMAP: TAXONOMY
@bramwessel @factorfirm factorfirm.com
Information Infrastructure


INFORMATION INFRASTRUCTURE
ROADMAP:
@bramwessel @factorfirm factorfirm.com
Information Infrastructure


INFORMATION INFRASTRUCTURE
ROADMAP:
@bramwessel @factorfirm factorfirm.com
Information Infrastructure


INFORMATION INFRASTRUCTURE
ROADMAP:
@bramwessel @factorfirm factorfirm.com
Implementation
ROADMAP: IMPLEMENTATION
@bramwessel @factorfirm factorfirm.com
Implementation
ROADMAP: IMPLEMENTATION
@bramwessel @factorfirm factorfirm.com
Implementation
ROADMAP: IMPLEMENTATION
@bramwessel @factorfirm factorfirm.com
Implementation
ROADMAP: IMPLEMENTATION
@bramwessel @factorfirm factorfirm.com
Onboarding
ROADMAP: ONBOARDING
@bramwessel @factorfirm factorfirm.com
Onboarding
ROADMAP: ONBOARDING
@bramwessel @factorfirm factorfirm.com
Onboarding
ROADMAP: ONBOARDING
@bramwessel @factorfirm factorfirm.com
Onboarding
ROADMAP: ONBOARDING
@bramwessel @factorfirm factorfirm.com
Measurement
ROADMAP: ONBOARDING
@bramwessel @factorfirm factorfirm.com
The bottom line.
@bramwessel @factorfirm factorfirm.com
An Enterprise Information Model
is a core corporate asset.
@bramwessel @factorfirm factorfirm.com
Focus on
CAPABILITIES.
@bramwessel @factorfirm factorfirm.com
SUCCESS
FACTORS
ORGANIZATIONAL

ALIGNMENT
@bramwessel @factorfirm factorfirm.com
Organizational Alignment
@bramwessel @factorfirm factorfirm.com
Organizational Alignment Questions:
What will it take to overcome siloes in your organization?
Do you have taxonomy emergencies? What is the
awareness within the organization of problems with how
information is managed?

What is the level of agreement among groups of
stakeholders that your challenges need to be addressed
at an enterprise level?
@bramwessel @factorfirm factorfirm.com
Organizational Alignment Questions:
Are interests aligned within and among stakeholder
groups? Is there a sense of a common purpose?

How motivated are stakeholders and the organization?
Is there enough pain to motivate people to
fundamentally change the way they work?
INFLUENCE. 

AND BUY-IN.
Influence and Buy-in Questions:


Do potential executive sponsors materially understand the
nature of the challenge?
Is there an executive or team of executives who are
responsible for the parts of the business that are
impacted?


Do executives sponsors have influence and the ability
to allocate budget at an organization-wide level?
TECHNOLOGY
TECHNOLOGY
@bramwessel @factorfirm factorfirm.com
Technology Questions:
What are the systems of record for different core
taxonomy assets?


Is there a need for a taxonomy management tool or
can enterprise-level information assets be maintained
manually or in a distributed fashion?


What are the modeling capabilities of systems of
record and other systems at play?
@bramwessel @factorfirm factorfirm.com
Technology Questions:


Are there gaps in the technology stack that are preventing
enterprise taxonomy management capabilities?


How well do systems integrate with each other?
@bramwessel @factorfirm factorfirm.com
BUSINESS CASE:
TANGIBLE
@bramwessel @factorfirm factorfirm.com
BUSINESS CASE:
TANGIBLE
@bramwessel @factorfirm factorfirm.com
Business Case Questions:
Is it easy to point to the business losing money due to the
lack of enterprise-level management of information assets?
Are there clear and present pain points arising from
the current state?
Is it easy to see how the business could make more
money or have a positive return on an investment in
shifting to an enterprise-level information strategy?

@bramwessel @factorfirm factorfirm.com
Business Case Questions:
Is there enough clarity to see a path to a desired
future state?
Are there business capabilities that the organization
lacks that an enterprise approach would enable?
Are the benefits of the desired future state clear?
@bramwessel @factorfirm factorfirm.com
Lessons Learned
1. Educate and simplify. Repeat.
@bramwessel @factorfirm factorfirm.com
Lessons Learned
2. Get support for 

ongoing investment.
@bramwessel @factorfirm factorfirm.com
Lessons Learned
3. Challenges are inevitable. 

Find the opportunities in them.
@bramwessel @factorfirm factorfirm.com
EVERY ORG
IS DIFFERENT
@bramwessel @factorfirm factorfirm.com
What is your
information supply chain?
@bramwessel @factorfirm factorfirm.com
TAXONOMY
AS A SERVICE
@bramwessel @factorfirm factorfirm.com
NO MORE
TAXONOMY EMERGENCIES
@bramwessel @factorfirm factorfirm.com
THANK
YOU

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