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THE	
  NEW	
  MARKETING	
  STRUCTURE	
  
Why	
  you	
  need	
  to	
  structure	
  your	
  Marke=ng	
  &	
  Communica=ons	
  
Departments	
  differently	
  in	
  an	
  evolving	
  marke=ng	
  world.	
  	
  And	
  how	
  to	
  do	
  it.	
  
	
  

SCIENCE

|

CREATIVITY

|

TECHNOLOGY!
The	
  OLD	
  hierarchical	
  marke=ng	
  structure	
  
is	
  OUTDATED.	
  
A	
  new,	
  NIMBLE	
  structure	
  is	
  required	
  in	
  
this	
  age	
  of	
  the	
  crowd.	
  
A	
  structure	
  that	
  is	
  based	
  on	
  managing	
  
EXPERIENCES	
  and	
  RELATIONSHIPS.	
  
3

trends	
  driving	
  the	
  
need	
  for	
  change:	
  
Advancements	
  in	
  TECHNOLOGY	
  
The	
  democra=za=on	
  of	
  DATA	
  
The	
  constant	
  need	
  for	
  CONTENT	
  
TECHNOLOGY	
  IS	
  DRIVING	
  CHANGE	
  
Rapid	
  advancements	
  in	
  marke=ng	
  technologies	
  has	
  opened	
  the	
  opportunity	
  
for	
  marketers	
  to	
  apply	
  smarter	
  processes	
  to	
  the	
  tradi=onal	
  marke=ng	
  world.	
  
TECHNOLOGY	
  IS	
  ACCESSIBLE	
  

No	
  longer	
  are	
  tools	
  and	
  data	
  processing	
  reserved	
  for	
  the	
  marke=ng	
  elite.	
  	
  
Storage,	
  accessibility	
  and	
  more	
  extensive	
  partners	
  and	
  vendors	
  are	
  making	
  
sophis=cated	
  approaches	
  available	
  –	
  especially	
  via	
  the	
  crowd.	
  
TECHNOLOGY	
  MUST	
  BE	
  HARNESSED	
  
Although	
  accessible	
  and	
  more	
  affordable,	
  technology	
  is	
  also	
  extremely	
  
confusing	
  and	
  understanding	
  how	
  tools	
  and	
  systems	
  interact	
  with	
  each	
  other	
  
is	
  not	
  an	
  easy	
  task.	
  	
  	
  
DATA	
  IS	
  EVERYWHERE	
  

The	
  sheer	
  volume	
  of	
  data	
  being	
  produced	
  by	
  consumers	
  is	
  giving	
  marketers	
  
an	
  unpredicted	
  view	
  into	
  behaviors	
  at	
  a	
  very	
  granular	
  level.	
  
DATA	
  NEEDS	
  TO	
  BE	
  MANAGED	
  

This	
  increase	
  in	
  the	
  volume	
  of	
  data	
  is	
  requiring	
  more	
  marketers	
  to	
  think	
  
through	
  their	
  current	
  data	
  collec=on,	
  management	
  and	
  storage	
  systems	
  to	
  
ensure	
  they	
  are	
  doing	
  it	
  ‘right’.	
  
DATA	
  NEEDS	
  TO	
  BE	
  ANALYZED	
  

The	
  proverbs	
  are	
  endless:	
  Data	
  without	
  insight	
  is	
  useless.	
  	
  Dashboards	
  are	
  rear-­‐
view	
  mirrors.	
  	
  The	
  key	
  is	
  that	
  there	
  needs	
  to	
  be	
  the	
  right	
  people	
  and	
  tools	
  to	
  
analyze	
  the	
  data	
  to	
  understand	
  rela=onships	
  between	
  people	
  and	
  things.	
  
CONTENT	
  IS	
  DISPOSABLE	
  

The	
  volume	
  of	
  deployment	
  channels	
  and	
  the	
  ability	
  to	
  test/learn	
  through	
  
algorithms	
  have	
  opened	
  the	
  ability	
  to	
  test	
  everything.	
  	
  This	
  is	
  making	
  the	
  
cra^	
  of	
  individual,	
  ‘impac_ul’	
  crea=ve	
  execu=ons	
  less	
  of	
  a	
  requirement	
  and	
  
open	
  the	
  door	
  to	
  mul=ple	
  variants	
  of	
  messages.	
  
CONTENT	
  MUST	
  DISRUPT	
  

As	
  a	
  great	
  oxymoron,	
  although	
  disposable,	
  content	
  s=ll	
  requires	
  a	
  higher	
  
level	
  of	
  lateral	
  thinking	
  to	
  break	
  though	
  the	
  constant	
  stream	
  of	
  consumer	
  
messages	
  –	
  from	
  ad	
  messages	
  to	
  Facebook	
  newsfeeds	
  to	
  Pinterest	
  boards.	
  	
  
CONTENT	
  MUST	
  ENGAGE	
  

Regardless	
  of	
  the	
  type	
  of	
  content	
  being	
  deployed,	
  it	
  must	
  be	
  focused	
  at	
  
managing	
  the	
  rela=onship	
  of	
  a	
  prospect	
  or	
  customer	
  with	
  a	
  specific	
  
objec=ve.	
  	
  It	
  all	
  may	
  not	
  be	
  =ed	
  to	
  a	
  tangible	
  ROI,	
  but	
  there	
  is	
  some	
  
behavioral	
  change	
  it	
  is	
  trying	
  to	
  influence.	
  
These	
  3	
  Elements	
  Serve	
  the	
  
Basis	
  of	
  the	
  New	
  Structure:	
  
TECHNOLOGY	
  
MANAGEMENT	
  

DATA	
  
ANALYSIS	
  

CONTENT	
  
PRODUCTION	
  
TODAY’S	
  MODEL:	
  

SILOED	
  DEPLOYMENT	
  

A	
  hierarchical	
  structure	
  that	
  is	
  based	
  on	
  people	
  management,	
  campaigns,	
  
business	
  processes	
  and	
  vendor	
  rela=onships	
  that	
  are	
  at	
  odds	
  with	
  the	
  actual	
  
deployments	
  of	
  effec=ve	
  communica=ons.	
  
Department	
  
Leadership	
  
Digital	
  Strategy	
  
&	
  Produc=on	
  

.com	
  Strategy	
  
and	
  Produc=on	
  

Public	
  Rela=ons	
  
&	
  Social	
  Media	
  

Media	
  

CRM	
  

Brand	
  Agency	
  

Brand	
  Agency	
  

e-­‐Commerce	
  

PR	
  Agency	
  

Media	
  Planning	
  	
  

CRM	
  Agency	
  

Social	
  Media	
  
Agency	
  

Media	
  Buying	
  

CRM	
  Tools	
  

Partners	
  

Brand	
  Strategy	
  
&	
  Adver=sing	
  

Digital	
  Agency	
  

Search	
  

• 
• 
• 
• 

Fragmented	
  structure	
  
Minimal	
  alignment	
  the	
  central	
  strategy	
  
Many	
  vendors	
  and	
  outsources	
  suppliers,	
  not	
  op=mizing	
  agency	
  rela=onships	
  
No	
  scalable	
  way	
  to	
  drive	
  efficiencies	
  across	
  Paid,	
  Owned	
  and	
  Earned	
  channels	
  
THE	
  NEW	
  MODEL:	
  
An	
  integrated	
  approach	
  that	
  is	
  focused	
  on	
  rela=onship	
  
experience	
  planning	
  and	
  integrated	
  deployment.	
  
THE	
  NEW	
  MODEL:	
  	
  

EXPERIENCE	
  PLANNING	
  

The	
  audience	
  rela=onship	
  lifecycle	
  is	
  the	
  central	
  part	
  of	
  the	
  process,	
  crea=ng	
  
strategies	
  that	
  unite	
  business	
  objec=ves,	
  analy=cs,	
  content	
  and	
  technology.	
  
All	
  geared	
  to	
  constant	
  op=miza=on	
  and	
  performance	
  improvement.	
  

EXPERIENCE	
  EXECUTION	
  

CONTENT	
  PRODUCTION	
  
	
  
Content	
  creators	
  designed	
  to	
  
produce	
  content	
  for	
  long-­‐tail	
  
requirements	
  (reviews,	
  
demos,	
  etc)	
  

	
  

Consultants	
  who	
  are	
  guided	
  
by	
  the	
  Experience	
  Planner	
  to	
  
manage	
  communica=ons	
  flow	
  
EXPERIENCE	
  
PLANNER	
  

TECHNOLOGY	
  INTEGRATOR	
  
	
  
Technology	
  experts	
  who	
  are	
  
responsible	
  to	
  understand,	
  
manage	
  and	
  execute	
  against	
  
the	
  required	
  needs.	
  
	
  
	
  

DATA	
  ANALYSIS	
  

	
  

Data	
  scien=sts	
  and	
  analysts	
  
who	
  provide	
  ongoing	
  insight	
  
into	
  cause/effect	
  analysis.	
  
THE	
  NEW	
  MODEL:	
  	
  

EXPERIENCE	
  PLANNING	
  

Partner	
  rela=onships	
  are	
  more	
  flexible,	
  calling	
  upon	
  best	
  in	
  class	
  partners	
  to	
  
help	
  develop	
  and	
  execute	
  programs.	
  	
  A	
  solid	
  client	
  side	
  experience	
  planning	
  
func=on	
  is	
  key	
  to	
  successful	
  vendor	
  and	
  partner	
  management.	
  

EXPERIENCE	
  EXECUTION	
  

CONTENT	
  PRODUCTION	
  
	
  
Content	
  creators	
  designed	
  to	
  
produce	
  content	
  for	
  long-­‐tail	
  
channels.	
  

	
  

Consultants	
  who	
  are	
  guided	
  
by	
  the	
  Experience	
  Planner	
  to	
  
manage	
  communica=ons	
  flow	
  
EXPERIENCE	
  
PLANNER	
  

TECHNOLOGY	
  INTEGRATOR	
  
	
  
Technology	
  experts	
  who	
  are	
  
responsible	
  to	
  understand,	
  
manage	
  and	
  execute	
  against	
  
the	
  required	
  needs.	
  
	
  
	
  

DATA	
  ANALYSIS	
  

	
  

Data	
  scien=sts	
  and	
  analysts	
  
who	
  provide	
  ongoing	
  insight	
  
into	
  cause/effect	
  analysis.	
  
What	
  type	
  of	
  people?	
  
Experience	
  Execu=on	
  

Integrated	
  marketers	
  who	
  own	
  the	
  brand	
  strategy	
  and	
  customer	
  
People	
   experience	
  working	
  with	
  SME	
  partners	
  in	
  the	
  deployment	
  of	
  ac=vity.	
  
	
  
Subject	
  maher	
  experts	
  who	
  are	
  engaged	
  to	
  contribute	
  to	
  and	
  execute	
  
Partners	
   the	
  strategy	
  created	
  by	
  the	
  experience	
  planners	
  (for	
  example,	
  brand	
  
agency,	
  digital,	
  direct,	
  media	
  vendors).	
  

Content	
  Produc=on	
  

‘Preditors’	
  (producer/editor)	
  and	
  writers	
  to	
  produce	
  content	
  in	
  a	
  
People	
   nimble	
  and	
  agile	
  way,	
  deploying	
  365	
  content	
  through	
  social,	
  web,	
  
mobile,	
  retail,	
  etc.	
  
	
  
Produc=on	
  companies,	
  animators,	
  3D	
  ar=sts	
  –	
  experts	
  who	
  fill	
  a	
  void	
  
Partners	
   that	
  is	
  not	
  currently	
  staffed	
  in	
  the	
  department.	
  
What	
  type	
  of	
  people?	
  
Data	
  Analysis	
  

Data	
  Scien=sts	
  and	
  Data	
  Miners	
  who	
  iden=fy	
  cause/effect	
  rela=onships	
  
People	
   for	
  marke=ng	
  op=miza=on	
  and	
  audience/customer	
  analysis	
  for	
  strategy	
  
development	
  
	
  
Produc=on	
  companies,	
  animators,	
  3D	
  ar=sts	
  –	
  experts	
  who	
  fill	
  a	
  void	
  
Partners	
   that	
  is	
  not	
  currently	
  staffed	
  in	
  the	
  department.	
  

Technology	
  Integrator	
  

Business	
  Analysts,	
  Consultants	
  and	
  Producers	
  who	
  know	
  how	
  to	
  
People	
   build	
  business	
  requirements	
  and	
  work	
  with	
  vendors/developers	
  to	
  
configure	
  solu=ons	
  
	
  
Technology	
  Vendors	
  (SaaS	
  Pla_orms),	
  Agencies,	
  e-­‐Commerce	
  
Partners	
   Pla_orms,	
  Consultants.	
  
How	
  to	
  get	
  	
  

STARTED?	
  
A.	
  
✔
A.	
  
✔
A.	
  
✔
A.	
  
✔

GAP	
  IDENTIFICATION	
  

Iden=fy	
  the	
  current	
  gaps	
  in	
  marke=ng	
  outputs	
  (content	
  &	
  channels),	
  required	
  
so^ware/tools,	
  vendor	
  rela=onships,	
  department	
  staffing.	
  

BUSINESS	
  CASE	
  

Build	
  the	
  business	
  case	
  for	
  the	
  new	
  structure,	
  with	
  efficiencies	
  achieved	
  through	
  
internal	
  outputs,	
  vendor	
  efficiencies	
  and	
  op=mized	
  efforts.	
  

PILOT	
  	
  

Don’t	
  boil	
  the	
  ocean,	
  start	
  with	
  a	
  pilot	
  to	
  bring	
  in	
  contractors	
  to	
  roadtest	
  the	
  new	
  
model	
  on	
  a	
  specific	
  product/campaign.	
  

ITERATE	
  &	
  ROLL	
  OUT	
  

Based	
  on	
  pilot	
  learning,	
  adjust	
  the	
  model	
  to	
  the	
  unique	
  needs	
  of	
  your	
  
organiza=on	
  and	
  roll	
  out	
  the	
  best	
  structure.	
  
Thanks.	
  	
  
	
  

Paul	
  Cowan	
  

paul@cincmarke=ng.com	
  
@cowanpkc	
  
	
  
cincmarke=ng.com	
  
	
  

SCIENCE

|

CREATIVITY

|

TECHNOLOGY!

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How to design a modern Marketing and Communications department in an agile marketing world

  • 1. THE  NEW  MARKETING  STRUCTURE   Why  you  need  to  structure  your  Marke=ng  &  Communica=ons   Departments  differently  in  an  evolving  marke=ng  world.    And  how  to  do  it.     SCIENCE | CREATIVITY | TECHNOLOGY!
  • 2. The  OLD  hierarchical  marke=ng  structure   is  OUTDATED.   A  new,  NIMBLE  structure  is  required  in   this  age  of  the  crowd.   A  structure  that  is  based  on  managing   EXPERIENCES  and  RELATIONSHIPS.  
  • 3. 3 trends  driving  the   need  for  change:   Advancements  in  TECHNOLOGY   The  democra=za=on  of  DATA   The  constant  need  for  CONTENT  
  • 4. TECHNOLOGY  IS  DRIVING  CHANGE   Rapid  advancements  in  marke=ng  technologies  has  opened  the  opportunity   for  marketers  to  apply  smarter  processes  to  the  tradi=onal  marke=ng  world.  
  • 5. TECHNOLOGY  IS  ACCESSIBLE   No  longer  are  tools  and  data  processing  reserved  for  the  marke=ng  elite.     Storage,  accessibility  and  more  extensive  partners  and  vendors  are  making   sophis=cated  approaches  available  –  especially  via  the  crowd.  
  • 6. TECHNOLOGY  MUST  BE  HARNESSED   Although  accessible  and  more  affordable,  technology  is  also  extremely   confusing  and  understanding  how  tools  and  systems  interact  with  each  other   is  not  an  easy  task.      
  • 7. DATA  IS  EVERYWHERE   The  sheer  volume  of  data  being  produced  by  consumers  is  giving  marketers   an  unpredicted  view  into  behaviors  at  a  very  granular  level.  
  • 8. DATA  NEEDS  TO  BE  MANAGED   This  increase  in  the  volume  of  data  is  requiring  more  marketers  to  think   through  their  current  data  collec=on,  management  and  storage  systems  to   ensure  they  are  doing  it  ‘right’.  
  • 9. DATA  NEEDS  TO  BE  ANALYZED   The  proverbs  are  endless:  Data  without  insight  is  useless.    Dashboards  are  rear-­‐ view  mirrors.    The  key  is  that  there  needs  to  be  the  right  people  and  tools  to   analyze  the  data  to  understand  rela=onships  between  people  and  things.  
  • 10. CONTENT  IS  DISPOSABLE   The  volume  of  deployment  channels  and  the  ability  to  test/learn  through   algorithms  have  opened  the  ability  to  test  everything.    This  is  making  the   cra^  of  individual,  ‘impac_ul’  crea=ve  execu=ons  less  of  a  requirement  and   open  the  door  to  mul=ple  variants  of  messages.  
  • 11. CONTENT  MUST  DISRUPT   As  a  great  oxymoron,  although  disposable,  content  s=ll  requires  a  higher   level  of  lateral  thinking  to  break  though  the  constant  stream  of  consumer   messages  –  from  ad  messages  to  Facebook  newsfeeds  to  Pinterest  boards.    
  • 12. CONTENT  MUST  ENGAGE   Regardless  of  the  type  of  content  being  deployed,  it  must  be  focused  at   managing  the  rela=onship  of  a  prospect  or  customer  with  a  specific   objec=ve.    It  all  may  not  be  =ed  to  a  tangible  ROI,  but  there  is  some   behavioral  change  it  is  trying  to  influence.  
  • 13. These  3  Elements  Serve  the   Basis  of  the  New  Structure:   TECHNOLOGY   MANAGEMENT   DATA   ANALYSIS   CONTENT   PRODUCTION  
  • 14. TODAY’S  MODEL:   SILOED  DEPLOYMENT   A  hierarchical  structure  that  is  based  on  people  management,  campaigns,   business  processes  and  vendor  rela=onships  that  are  at  odds  with  the  actual   deployments  of  effec=ve  communica=ons.   Department   Leadership   Digital  Strategy   &  Produc=on   .com  Strategy   and  Produc=on   Public  Rela=ons   &  Social  Media   Media   CRM   Brand  Agency   Brand  Agency   e-­‐Commerce   PR  Agency   Media  Planning     CRM  Agency   Social  Media   Agency   Media  Buying   CRM  Tools   Partners   Brand  Strategy   &  Adver=sing   Digital  Agency   Search   •  •  •  •  Fragmented  structure   Minimal  alignment  the  central  strategy   Many  vendors  and  outsources  suppliers,  not  op=mizing  agency  rela=onships   No  scalable  way  to  drive  efficiencies  across  Paid,  Owned  and  Earned  channels  
  • 15. THE  NEW  MODEL:   An  integrated  approach  that  is  focused  on  rela=onship   experience  planning  and  integrated  deployment.  
  • 16. THE  NEW  MODEL:     EXPERIENCE  PLANNING   The  audience  rela=onship  lifecycle  is  the  central  part  of  the  process,  crea=ng   strategies  that  unite  business  objec=ves,  analy=cs,  content  and  technology.   All  geared  to  constant  op=miza=on  and  performance  improvement.   EXPERIENCE  EXECUTION   CONTENT  PRODUCTION     Content  creators  designed  to   produce  content  for  long-­‐tail   requirements  (reviews,   demos,  etc)     Consultants  who  are  guided   by  the  Experience  Planner  to   manage  communica=ons  flow   EXPERIENCE   PLANNER   TECHNOLOGY  INTEGRATOR     Technology  experts  who  are   responsible  to  understand,   manage  and  execute  against   the  required  needs.       DATA  ANALYSIS     Data  scien=sts  and  analysts   who  provide  ongoing  insight   into  cause/effect  analysis.  
  • 17. THE  NEW  MODEL:     EXPERIENCE  PLANNING   Partner  rela=onships  are  more  flexible,  calling  upon  best  in  class  partners  to   help  develop  and  execute  programs.    A  solid  client  side  experience  planning   func=on  is  key  to  successful  vendor  and  partner  management.   EXPERIENCE  EXECUTION   CONTENT  PRODUCTION     Content  creators  designed  to   produce  content  for  long-­‐tail   channels.     Consultants  who  are  guided   by  the  Experience  Planner  to   manage  communica=ons  flow   EXPERIENCE   PLANNER   TECHNOLOGY  INTEGRATOR     Technology  experts  who  are   responsible  to  understand,   manage  and  execute  against   the  required  needs.       DATA  ANALYSIS     Data  scien=sts  and  analysts   who  provide  ongoing  insight   into  cause/effect  analysis.  
  • 18. What  type  of  people?   Experience  Execu=on   Integrated  marketers  who  own  the  brand  strategy  and  customer   People   experience  working  with  SME  partners  in  the  deployment  of  ac=vity.     Subject  maher  experts  who  are  engaged  to  contribute  to  and  execute   Partners   the  strategy  created  by  the  experience  planners  (for  example,  brand   agency,  digital,  direct,  media  vendors).   Content  Produc=on   ‘Preditors’  (producer/editor)  and  writers  to  produce  content  in  a   People   nimble  and  agile  way,  deploying  365  content  through  social,  web,   mobile,  retail,  etc.     Produc=on  companies,  animators,  3D  ar=sts  –  experts  who  fill  a  void   Partners   that  is  not  currently  staffed  in  the  department.  
  • 19. What  type  of  people?   Data  Analysis   Data  Scien=sts  and  Data  Miners  who  iden=fy  cause/effect  rela=onships   People   for  marke=ng  op=miza=on  and  audience/customer  analysis  for  strategy   development     Produc=on  companies,  animators,  3D  ar=sts  –  experts  who  fill  a  void   Partners   that  is  not  currently  staffed  in  the  department.   Technology  Integrator   Business  Analysts,  Consultants  and  Producers  who  know  how  to   People   build  business  requirements  and  work  with  vendors/developers  to   configure  solu=ons     Technology  Vendors  (SaaS  Pla_orms),  Agencies,  e-­‐Commerce   Partners   Pla_orms,  Consultants.  
  • 20. How  to  get     STARTED?   A.   ✔ A.   ✔ A.   ✔ A.   ✔ GAP  IDENTIFICATION   Iden=fy  the  current  gaps  in  marke=ng  outputs  (content  &  channels),  required   so^ware/tools,  vendor  rela=onships,  department  staffing.   BUSINESS  CASE   Build  the  business  case  for  the  new  structure,  with  efficiencies  achieved  through   internal  outputs,  vendor  efficiencies  and  op=mized  efforts.   PILOT     Don’t  boil  the  ocean,  start  with  a  pilot  to  bring  in  contractors  to  roadtest  the  new   model  on  a  specific  product/campaign.   ITERATE  &  ROLL  OUT   Based  on  pilot  learning,  adjust  the  model  to  the  unique  needs  of  your   organiza=on  and  roll  out  the  best  structure.  
  • 21. Thanks.       Paul  Cowan   paul@cincmarke=ng.com   @cowanpkc     cincmarke=ng.com     SCIENCE | CREATIVITY | TECHNOLOGY!