This document discusses rethinking marketing approaches and how to improve them. It notes that currently customers are often seen as targets rather than advocates. Several ideas are presented for making improvements, such as focusing on building technology to enhance human interactions rather than replace them, viewing data and automation as tools rather than strategies, and selecting partners based on qualities like industry knowledge and a focus on customers. Collaboration across teams and defining clear plans are also advocated to help make marketing better.

1. Rethink
Probable
F INDING FAULT … I N THE LINE
@K EVIN MR YAN
MOTIVITY MARKETING, INC.

2. M OTIVITY
2
MOTIVITY MARKETING, INC.

3. C ONTRIBUTION
3

4. D ISCUSSION
What got us here?
What’s wrong with it?
What’s right?
What’s going to make it better?
4

5. What got us here?
5
MOTIVITY MARKETING, INC.

6. 6
MOTIVITY MARKETING, INC.

7. Marketing Automation:
An enabling technology that
allows us to remove people so
we can communicate with people
better
7

8. CMO’ S & T ECHNOLOGY

Social media &
analytics top priorities
in deployment
“We are redirecting
money from advertising
to develop and build
CRM systems,”
Source URL: http://ibm.co/mPno3H

9. E XPERIENCE

Customers viewed as targets first, advocates second
Source URL: http://nyti.ms/13ZCdQB
http://onforb.es/xahmzo

10. G ROWTH P OTENTIAL

Capacity may not match velocity
Source URL: http://nyti.ms/13ZCdQB

11. M ARKETING A NALYTICS

SPENDING
Labor remains the single biggest budget item
Source URL: http://gtnr.it/1aDdTve

12. G ROWTH P OTENTIAL

Labor must begin to align with spending
Source URL: http://gtnr.it/1aDdTve

13. M ASS T RANSIT

Moving people and data is a complicated process
Source URL: http://gtnr.it/1aDdTve

14. What’s wrong with it?
14
MOTIVITY MARKETING, INC.

15. 15
MOTIVITY MARKETING, INC.

16. Brand Control
Your Message:
16

17. Brand Control
My Message:
17

18. 18
MOTIVITY MARKETING, INC.

19. 19

20. 20

21. E XPERIENCE

Customers viewed as targets first, advocates second
Source URL: http://ibm.co/mPno3H

22. What’s right?
22
MOTIVITY MARKETING, INC.

23. 23
MOTIVITY MARKETING, INC.

24. What’s going to make it better?
24
MOTIVITY MARKETING, INC.

25. 25
MOTIVITY MARKETING, INC.

26. I NTERNAL R ESOURCES

Team Structure
Cross divisional leadership
Internal team champions
Soften departmental borders
Maintain vertical expertise
Budget to build team, community & knowledge

27. PARTNER S ELECTION

Qualities of a good partner
Industry knowledge
Channel knowledge
Tactical capabilities
Flexible processes
Capabilities & needs
Communication & reporting
Thought leadership

28. A DVICE
Find connections
Build tech around people
Don’t build tech to avoid people

29. A DVICE
Data isn’t people
Automation isn’t strategy
Discipline isn’t over

30. A DVICE & A UDIENCE D ISCUSSION
If the partner fails, you’ve failed
Collaborate, define execute
Don’t panic

31. Y OU ’ RE W ELCOME !
Contact:
www.motivitymarketing.com
info@MotivityMarketing.com