This document discusses how marketing organizations can transition to a self-service model using marketing technology. It recommends organizing stakeholders, identifying ownership of the transition process and tools, determining key performance indicators, and evaluating enthusiasm for change. It then provides guidance on planning the transition, selecting appropriate tools, and facilitating adoption through discovery sessions, workshops, and weekly catch-ups to train teams. The goal is to empower marketing teams and drive continuous innovation through a standardized approach enabled by technology, processes, and people.

1. Delivering Marketing
Technology Solutions
that Enable Growth
Laura Price

2. Case Study

3. Enabling
growth with
marketing
technology

4. Advanced
analytics
Streamline processes and
minimize waste
Digitize customer
experience and
day-to-day operations
Drive the next
wave of process
outsourcing /
offshoring
Provide intelligence to
facilitate decisions
Digitization
Intelligent
process
automation
Advanced
analytics
Business
process
outsourcing
Lean
Process
Redesign
Introduce intelligent
automation to replace
human tasks
Capabilities
driving a
journey-
based
operating
model

5. Advanced
analytics
Streamline processes and
minimize waste
Digitize customer
experience and
day-to-day operations
Drive the next
wave of process
outsourcing /
offshoring
Provide intelligence to
facilitate decisions
Digitization
Intelligent
process
automation
Advanced
analytics
Business
process
outsourcing
Lean
Process
Redesign
Introduce intelligent
automation to replace
human tasks
Capabilities
driving a
journey-
based
operating
model

6. Self-service (noun)
The direct engagement of marketing teams with B2B technology
platforms to plan, build, and execute consumer-facing projects.

7. This session will outline how to:
Plan the
Transition
Select
Tools
Facilitate
Adoption

8. Plan the transition

9. Planning the transition
Organize
stakeholders
Identify
ownership
Determine
KPIs
Evaluate
enthusiasm
1 2 3 4

10. Planning the transition
Organize
stakeholders
Identify
ownership
Determine
KPIs
Evaluate
enthusiasm
1 2 3 4
Gain buy-in

11. 1. Organize Stakeholders
What partners are required to develop a journey-based program?
• Outline a handful of business-critical customer journeys.
• List all partners required to launch the activity per market.
Who will participate in day-to-day project design, build, and deployment.
Who will own the vendor relationship?
Who is responsible for facilitating adoption within your organization?
Initial Identification

12. 1. Organize Stakeholders
Will the stakeholder impact your implementation of a self- service model? YES
Can you identify what you need the stakeholder to contribute? YES
Do you want to grow this relationship as you shift processes? YES
Can you proceed without the stakeholder? NO
Is the stakeholder’s perspective already covered by another contributor? NO
Narrow Team

13. 2. Identify ownership
Transition Planning &
Vendor Selection
People leader(s)
Own platform cost
Report progress
Tool Implementation &
Facilitating Adoption
Process manager(s)
Coordinate tool implementation
Design operational processes
Train teams & provide support
Examples: Head of Marketing Technology or
Head of Marketing Operations
Examples: Marketing Operations Manager,
Marketing Technology Manager, Scrum Master,
Product Manager, or Project Manager

14. Short phrase or
headline here.
KPIs = The metrics that
matter to the business
Superior
value
creation
DATA Single source
of agreed
upon data
ANALYSIS
INSIGHT
Uncover
meaningful
patterns
Fact-based
decision making
Align with
strategic
objectives
PLANS &
ACTIONS
Source: BCG analysis.
3. KPIs

15. 3. KPIs
• Decrease email deployment timeline by X% by EOY.
• Transition X% of communications to journey-based models by 2020.
• Automate X% of data capture and transfer processes.
• Complete X net-new, omni-channel projects by EOY.
• Standardize naming conventions for X% of assets across all markets.
• Standardize X% of data segmentation across all markets.

16. 4. Evaluate Enthusiasm

17. Select tools

18. Scope Expectations Timeline
1 2 3
Selecting tools

19. Scope Expectations Timeline
1 2 3
Transparency builds trust.
Selecting tools

20. Facilitate adoption

21. Discovery
session
Workshop Weekly
Catch-ups
1 2 3
Facilitating adoption

22. 1. Discovery session
Defined
Processes

23. 1. Discovery session

24. 2. Workshop
Train your
own teams.

25. 2. Workshop
You
10% - Demo processes
Provide documentation!
20% - Complete in groups
70% - Practice independently
Me
We

26. 2. Workshop
You
10% - Demo processes
Provide documentation!
20% - Complete in groups
70% - Practice independently
Me
We
Teams must feel confident they
can do this on their own tomorrow.

27. 3. Weekly catch-up
• Wins
• Challenges
• Improvements
• Reviewing standardization
• What’s next?

28. Enabling Growth

29. Network of
empowered
advocates
Technology
Process
People
Foundation for
continuous
innovation
Standardized
approach enabling
1:1 analytics
ROI