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Business Capability Framework
Marketing Technologist
as Marketing Transformation Sherpa
Marketing Transformation
1. The marketing landscape has changed and
those who don’t master the new terrain will
perish or be irrelevant
2. Capabilities are foundational to mastering this
new terrain (people, process, tech & data)
3. The Chief Marketing Technologist is uniquely
qualified and positioned to be the guide
2
3
New Terrain
Landscape (Enough Said)
4
What’s better about capability focus?
1. Business Capabilities give IT and the Marketing a shared language
grounded in business outcomes
(Think Rosetta Stone/ Go Native!)
2. Business capabilities allow us to look holistically at how value is
created, including people, process, technology and data
(Think capability stool)
3. Business capabilities help us avoid getting bogged down in the how
and focus on what we do.
(Think compass that points the way)
5
6
Rosetta Stone (Shared Language)
The Rosetta Stone from 196 BC is the key
between three separate languages:
1. Top : Ancient Egyptian hieroglyphs
2. Middle: Demotic script
3. Lowest: Ancient Greek
Because it presents essentially the same text in all three
scripts, it provided the key to the modern understanding of
Egyptian hieroglyphs.
1
2
3
7
Multiple Languages
Process
Marketing
Data
IT
8
Business Value
Process
Marketing
Data
IT
9
Capability Stool
• Capabilities keeps us
grounded and holistic in
approach
• Measure and reward on the
outcome and you will invest
correctly in the capability
10
Capability Stool
Compass that points the way
11
12
What can we learn from orienteering…
13
1. Map the terrain
2. Align map to true North with compass
3. Know where you are
4. Read the terrain and adjust
14
1. Start with what you know and build a map
2. Align your map with the strategy (true north)
3. Plot a course
4. If your teams trust the map and the compass
you can move together with agility
Capability Artifacts
1. Capability Map
2. Apply Strategy Lens
3. Heat map
4. Architecture
5. Roadmap
15
Strategy Lens
16
Capability Score Card - CRM
17
Value Proposition and Measures:
• Enterprise consumer loyalty management
• Service management
• Improved Multi-channel Campaign management
• Social media interaction management
Health:
Technology:
Process:
People:
Data:
Related Capabilities:
• Email Marketing
• Websites, WCM, WEM
• eCommerce
• Big Data and Databases
• DMP / CDP
• Personalization
11
2
3
3
3
Scalable?
Mature
N
Y
Consumer Relationship Management (CRM)
CRM is about enabling businesses to intelligently engage with and form one-to-one interactions with
consumers through many channels including mobile, social and in-store.
Owner
Consumer Affairs
Digital Marketing
Sales
Vendor Landscape: Clorox Vendor Landscape:
- Exact Target
- Oracle
- Salesforce
- Dynamics
Capability Heat Map
18
19
CRM
DMP
CMS
DAM
API
ACCESS MNGT
Enterprise
- Scale
- Secure
- Efficiency
- Effectiveness
- Global
- Shared
- Integrations
- Always On
Experimental
Tactical
Enterprise
PERSOANLIZATION
TESTING/
OPTIMIZATION
Tactical
- Fast
- Loosely Coupled
- Flexible
- Plug and play
- Best practices
- Standards
Experimental
- Test & Learn
- No regrets
- Methodology
- Time bound
MRM
1
2
3
1 2
3
Governance
- Architecture
- Standards
- Best Practices
- Documentation
- SLA/OLA
- Process Owners
- Service Catalog
4
Social
Test
Weather
Test
Mobile
Test
eCom
Test
Marchitecture
… and this is why the Chief Marketing
Technologist is uniquely qualified and
positioned to guide the Marketing
Transformation
20
Shawn Goodin
Contact Me
• MarketingTransformation.org
• shawn@marketingtransformation.org
• @MarTransOrg
• #BeTheChange
21

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Marketing Technologists As Marketing Transformation Sherpas By Shawn Goodin

  • 1. Business Capability Framework Marketing Technologist as Marketing Transformation Sherpa
  • 2. Marketing Transformation 1. The marketing landscape has changed and those who don’t master the new terrain will perish or be irrelevant 2. Capabilities are foundational to mastering this new terrain (people, process, tech & data) 3. The Chief Marketing Technologist is uniquely qualified and positioned to be the guide 2
  • 5. What’s better about capability focus? 1. Business Capabilities give IT and the Marketing a shared language grounded in business outcomes (Think Rosetta Stone/ Go Native!) 2. Business capabilities allow us to look holistically at how value is created, including people, process, technology and data (Think capability stool) 3. Business capabilities help us avoid getting bogged down in the how and focus on what we do. (Think compass that points the way) 5
  • 6. 6 Rosetta Stone (Shared Language) The Rosetta Stone from 196 BC is the key between three separate languages: 1. Top : Ancient Egyptian hieroglyphs 2. Middle: Demotic script 3. Lowest: Ancient Greek Because it presents essentially the same text in all three scripts, it provided the key to the modern understanding of Egyptian hieroglyphs. 1 2 3
  • 9. 9 Capability Stool • Capabilities keeps us grounded and holistic in approach • Measure and reward on the outcome and you will invest correctly in the capability
  • 11. Compass that points the way 11
  • 12. 12 What can we learn from orienteering…
  • 13. 13 1. Map the terrain 2. Align map to true North with compass 3. Know where you are 4. Read the terrain and adjust
  • 14. 14 1. Start with what you know and build a map 2. Align your map with the strategy (true north) 3. Plot a course 4. If your teams trust the map and the compass you can move together with agility
  • 15. Capability Artifacts 1. Capability Map 2. Apply Strategy Lens 3. Heat map 4. Architecture 5. Roadmap 15
  • 17. Capability Score Card - CRM 17 Value Proposition and Measures: • Enterprise consumer loyalty management • Service management • Improved Multi-channel Campaign management • Social media interaction management Health: Technology: Process: People: Data: Related Capabilities: • Email Marketing • Websites, WCM, WEM • eCommerce • Big Data and Databases • DMP / CDP • Personalization 11 2 3 3 3 Scalable? Mature N Y Consumer Relationship Management (CRM) CRM is about enabling businesses to intelligently engage with and form one-to-one interactions with consumers through many channels including mobile, social and in-store. Owner Consumer Affairs Digital Marketing Sales Vendor Landscape: Clorox Vendor Landscape: - Exact Target - Oracle - Salesforce - Dynamics
  • 19. 19 CRM DMP CMS DAM API ACCESS MNGT Enterprise - Scale - Secure - Efficiency - Effectiveness - Global - Shared - Integrations - Always On Experimental Tactical Enterprise PERSOANLIZATION TESTING/ OPTIMIZATION Tactical - Fast - Loosely Coupled - Flexible - Plug and play - Best practices - Standards Experimental - Test & Learn - No regrets - Methodology - Time bound MRM 1 2 3 1 2 3 Governance - Architecture - Standards - Best Practices - Documentation - SLA/OLA - Process Owners - Service Catalog 4 Social Test Weather Test Mobile Test eCom Test Marchitecture
  • 20. … and this is why the Chief Marketing Technologist is uniquely qualified and positioned to guide the Marketing Transformation 20
  • 21. Shawn Goodin Contact Me • MarketingTransformation.org • shawn@marketingtransformation.org • @MarTransOrg • #BeTheChange 21