2010 Technology Conference & Expo<br />The Convergence of Marketing and Technology<br />December 14, 10:30<br />David DeLo...
Critical factors<br />Leadership<br />Opportunity<br />Reality<br />morgueFile<br />2<br />
Who’s driving?<br />Not this kind of convergence!<br />Flickr: Rob!<br />3<br />
Different drivers<br />Marketing<br />Revenuegeneration<br />Understand the marketplace<br />Identify value and forge the ...
           Audience poll<br />Where do Marketing and IT sit in your organization?<br />Flickr: quite peculiar<br />5<br />
           Tip<br />Look to organizational leadership for guidance, strategy<br />Leverage – or change – business processe...
           ASAE website redesign<br />A microcosm of Marketing & IT working together<br />7<br />
           Audience poll<br />Have you conducted a re-design …or at least thought about it?<br />Flickr: sidewalk flying<b...
The perfect convergence example<br />Nexus of marketing, communications, content, and technology<br />Online mirror of the...
           Tip<br />Be inspired by everything<br />Data<br />Process<br />Creativity<br />Intuition<br />Teammates<br />10...
REALITY<br />           Divergence happens<br />Departments have“personalities” and canbe perceived differently<br />Decis...
           Audience poll<br />When Marketing and IT are at an impasse,how is it resolved?<br />Flickr: Sarah Korf<br />12<...
           Tip<br />Base decisions on organizational goals<br />Evaluate resources and impacts carefully<br />Outsourcing ...
Engage for success<br />Encourage participation<br />Prioritize early<br />Maintain memberfocus<br />Communicateclearly, c...
           Tip<br />Identify the tools up front, BUT<br />Set goals first, choose tools second<br />photos: morgueFile<br ...
Convergence through process (1)<br />Cross-functional strategy session<br />Priorities<br />Audiences <br />Broadened to l...
Convergence through process (2)<br />Found real members to match personas<br />Member input and testing<br />Online card s...
           Tip<br />Look for areas of common interest, such as<br />Unified shopping cart<br />Data management<br />Survey...
           Ask the audience<br />What are your IT/marketing issues?<br />How do your IT/marketing people work in harmony?<...
           Tip<br />Be creative<br />Flickr: StartTheDay<br />20<br />
Takeaways<br />Leadership<br />Align departmental goals with organizational goals<br />Find the middle ground<br />Communi...
Takeaways<br />Opportunity<br />Identify simple wins to build upon<br />Look for alignment of goals, resources, outcomes<b...
Takeaways<br />Reality<br />Match the tool to the goal<br />Create collaboration through process<br />Pilot where possible...
Contact Information<br />David DeLorenzo<br />CTO<br />NACUBO<br />202.861.2526<br />ddelorenzo@nacubo.org www.nacubo.org<...
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The Convergence of Marketing and Technology

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This PPT was originally presented at ASAE's Technology Conference and Exposition on December 14, 2010. Conference hashtag: #tech10. Session hub: #tech10 td1.

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The Convergence of Marketing and Technology

  1. 1. 2010 Technology Conference & Expo<br />The Convergence of Marketing and Technology<br />December 14, 10:30<br />David DeLorenzo, NACUBO • Mike Guerrieri, ASHAAmy Hissrich, ASAE • Rick Henderson, ASHABill Walker, DelCor<br />Twitter: #tech10 td1<br />1<br />
  2. 2. Critical factors<br />Leadership<br />Opportunity<br />Reality<br />morgueFile<br />2<br />
  3. 3. Who’s driving?<br />Not this kind of convergence!<br />Flickr: Rob!<br />3<br />
  4. 4. Different drivers<br />Marketing<br />Revenuegeneration<br />Understand the marketplace<br />Identify value and forge the brand<br />Customer service and supply chain management<br />Technology<br />Security<br />Support, maintenance and integration<br />Understand, manage and use data rationally<br />Best use of internal resources<br />Testing<br />photos: morgueFile<br />4<br />
  5. 5. Audience poll<br />Where do Marketing and IT sit in your organization?<br />Flickr: quite peculiar<br />5<br />
  6. 6. Tip<br />Look to organizational leadership for guidance, strategy<br />Leverage – or change – business processes to facilitate cooperation<br />Organizational goals should drive departmental goals<br />6<br />
  7. 7. ASAE website redesign<br />A microcosm of Marketing & IT working together<br />7<br />
  8. 8. Audience poll<br />Have you conducted a re-design …or at least thought about it?<br />Flickr: sidewalk flying<br />8<br />
  9. 9. The perfect convergence example<br />Nexus of marketing, communications, content, and technology<br />Online mirror of theoffline organization<br />Unique field oftenhoused outside of marketing or IT<br />Integrated<br />Flickr: Melyss33<br /> Case study: ASAE website redesign<br />9<br />
  10. 10. Tip<br />Be inspired by everything<br />Data<br />Process<br />Creativity<br />Intuition<br />Teammates<br />10<br />Flickr: Accretion Disc<br />
  11. 11. REALITY<br /> Divergence happens<br />Departments have“personalities” and canbe perceived differently<br />Decision points basedon resources, outcomesand what is (or isn’t) inthepipeline<br />11<br />Flickr: SkyWhisperer<br />
  12. 12. Audience poll<br />When Marketing and IT are at an impasse,how is it resolved?<br />Flickr: Sarah Korf<br />12<br />
  13. 13. Tip<br />Base decisions on organizational goals<br />Evaluate resources and impacts carefully<br />Outsourcing doesn’t necessarily equate to efficient use of resources<br />No now doesn’t mean no forever<br />Factor in how you will demonstrate ROI<br />13<br />
  14. 14. Engage for success<br />Encourage participation<br />Prioritize early<br />Maintain memberfocus<br />Communicateclearly, concisely,consistently<br />Flickr: uppercorris<br /> Case study: ASAE website redesign<br />14<br />
  15. 15. Tip<br />Identify the tools up front, BUT<br />Set goals first, choose tools second<br />photos: morgueFile<br />15<br />
  16. 16. Convergence through process (1)<br />Cross-functional strategy session<br />Priorities<br />Audiences <br />Broadened to larger team<br />Expectations<br />Convergence<br /> Case study: ASAE website redesign<br />16<br />
  17. 17. Convergence through process (2)<br />Found real members to match personas<br />Member input and testing<br />Online card sort<br />Changeable<br />Flickr: define23<br /> Case study: ASAE website redesign<br />17<br />
  18. 18. Tip<br />Look for areas of common interest, such as<br />Unified shopping cart<br />Data management<br />Surveys<br />18<br />
  19. 19. Ask the audience<br />What are your IT/marketing issues?<br />How do your IT/marketing people work in harmony?<br />19<br />
  20. 20. Tip<br />Be creative<br />Flickr: StartTheDay<br />20<br />
  21. 21. Takeaways<br />Leadership<br />Align departmental goals with organizational goals<br />Find the middle ground<br />Communicate<br />Respect<br />21<br />
  22. 22. Takeaways<br />Opportunity<br />Identify simple wins to build upon<br />Look for alignment of goals, resources, outcomes<br />Is now the right time?<br />Be creative<br />22<br />
  23. 23. Takeaways<br />Reality<br />Match the tool to the goal<br />Create collaboration through process<br />Pilot where possible<br />You can’t always getwhat you want<br />Flickr: digikuva<br />23<br />
  24. 24. Contact Information<br />David DeLorenzo<br />CTO<br />NACUBO<br />202.861.2526<br />ddelorenzo@nacubo.org www.nacubo.org<br />Mike Guerrieri<br />IS Director<br />ASHA<br />301.296.8660<br />mguerrieri@asha.org www.asha.org<br />Rick Henderson<br />Marketing & Sales Director<br />ASHA<br />301.296.8680<br />rhenderson@asha.org <br />www.asha.org<br />Amy Hissrich<br />VP, Web Initiatives<br />ASAE<br />202.326.9532<br />ahissrich@asaecenter.org www.asaecenter.org<br />Bill Walker<br />Marketing Manager<br />DelCor Technology Solutions<br />240.821.1765<br />bwalker@delcor.com<br />www.delcor.com<br />24<br />

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