It Starts with Buy-in


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How to achieve executive support for your content strategy initiatives

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  • Seth Godin – Author of Purple cow and other great marketing books
  • Alec Baldwin
  • Eric Ries – Lean Startup author
  • Alec Baldwin
  • It Starts with Buy-in

    1. 1. It Starts with Buy-in:How to Achieve Executive Supportfor Your Content Strategy Initiatives
    2. 2. 2• Who are the execs I need to target?• What do execs care about?• How do I get execs to care about my objectives?• How have other companies done this?– HTC– ExactTarget– Blackboard• Questions?Overview
    3. 3. Who are the Execs I need to target?
    4. 4. 4Marketing
    5. 5. 5Customer ExperienceCourtesy of
    6. 6. 6Sales
    7. 7. 7Support
    8. 8. 8Product
    9. 9. What do execs care about?
    10. 10. 10What do Execs care about?• Goals– Revenue– Decrease in Costs• Previously failed initiatives– Fool me once…• Keeping up with the Joneses– What are competitors doing?
    11. 11. 11Marketing Goals• Help Sales close business• Getting/Converting leads• Drive interest and buzz around the product• Maintain the reputation of theCompany/Product online/offline• Tracking, Tracking, Tracking• Continuity of information across systems(CRM, Email, Marketing Automation,Social Media, Sales Slicks/Materials)
    12. 12. 12Sales Goals• Close business– ABC - Always be closing• Renew customers with ease– Account Management/Customer Experience• Increasing revenue opportunities– Upsales
    13. 13. 13Support Goals• Customer Satisfaction– Net Promoter scores• Closing Tickets– Metrics typically measure # of tickets closedand how fast they are closed• Deflecting Tickets– Self Help options
    14. 14. 14Product Goals• Customer Adoption– Making the product easy to use• Customer Retention– Making sure the product keeps up withrequirements• Customer Feedback– Enhance the product based on usage• Effectively communicating the hard workdone by development team– Appreciation for the hard work• Quality
    15. 15. How do I get execs to care about my objectives?
    16. 16. 16That is my Goal too!• Identify overlap• Commonality among goals• Find undiscovered benefits for their goalswith your goals• Most logical path of least resistance– It accomplishes all goals and I don’t have todo anything? Where do I sign?
    17. 17. How have other companies done this?
    18. 18. 18How do I get started?• How do I get buy in?– Micro Business Plan• Who do I approach?• How do I approach them?
    19. 19. 19Objective• Global Initiative toestablish brand controlScope• 120+ mobile devices• Tutorials, videos, FAQ’s,Troubleshooting, userguides, FAQs…• Global audience, 16languages• Web self-serve• Agent facing• .COM integration• In productOutcome• Success powered byMindTouch
    20. 20. 20Objective• Increase customer successand improve retentionScope• Web self-service• In-product help• Case managementintegration• Knowledge collaborationOutcome• Success powered byMindTouch
    21. 21. 21Objective• Increase knowledgecapture from SMEs andbetter experience for endusersScope• Speedy updates• Collaboration of Internaland External SMEs• Flexible, Scalable, andSecure SolutionOutcome• Success powered byMindTouch
    22. 22. Questions?
    23. 23. Thank you