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Realizing the Technology 
Promise 
What’s Holding Your Organization Back? 
Bill Parkes 
Founder and CEO, 
Chief Digital Advisors 
@BillParkes 
Image source: J Lafferty
What’s Holding Your Company Back? 
“We don’t have the capabilities or budget” 
“Executive leadership doesn’t see this as a priority” 
“Our current technology investments haven’t delivered” 
“It’s too hard to drive change in our organization” 
“It’s too confusing and complicated; how do we make 
sense of it all?”
Key Steps to Realize the Promise 
1. Prepare your Organization 
2. Understand the New World 
3. Structure for Success
Prepare Your Organization
Align Across the Executive Team 
Vision 
Expectations 
(pacing) 
Strategic KPI’s 
(accountability, trust) 
Baseline Metrics 
(fact-based proof)
Adopt Best Practices to Build Capabilities, 
Credibility and Confidence 
(within existing resource and budget constraints!) 
• Develop Personas 
• Map Digital Customer Journey 
Understand your 
Customer 
• Define the intersection between your customer’s 
needs and your business or brand 
• Define the roles of Paid, Owned and Earned digital 
experiences 
Clarify your 
Content Strategy 
• Optimize video content for sharing and discovery 
• Evaluate content caching (CDN) 
• Evolve current email strategy 
• Many, many more… 
Optimize 
Experiences
Building a Case for Marketing 
Automation Using Your Current ESP 
• Define customer segments based on 
personas, needs 
Understand your 
Customer 
• Revise content strategy for customer-centric 
relevance and value (by segment) 
Clarify your 
Content Strategy 
• Optimize for mobile and tablet viewing 
• Cross-promote between email and social 
• Deliver personalized emails by segment 
Optimize 
Experiences
Understand the New World 
Image source: SpaceX
Marketing Clouds are Maturing
Integration Constraints are Fading 
Implication: 
• Build your Digital Vision based on all data across 
systems and sources being accessible and integrated
It’s about Configuration, not Coding 
Implication: 
• Planning, design and implementation can be led by the 
Marketing organization (with support from IT)
Usability Has Become the Imperative 
Ease of use 
Functionality 
Implication: 
• Adopt intuitive systems to speed adoption and build 
capability
Prepare for Liftoff 
Image source: SpaceX
Business Strategy + Digital Vision 
Where to play, how to win 
Includes ‘role of digital’ in strategic planning 
Marketing Objectives 
Informed by Business Strategy and Digital Vision 
Goals 
Quantification of objectives to 
‘set the bar’ on what defines 
success 
Measures 
KPI’s to evaluate progress 
Strategies 
Identify the conscious choices 
required to achieve goals 
Operational Plans 
Discrete activity sets to deliver 
strategies 
Focus Here 
Not here! 
Establish a Shared Vision
Define Your Governance Framework 
Executive 
Sponsors 
Demand 
Gen 
IT 
Legal Social 
PR Brand 
Content 
Business 
Lead 
Technology 
Lead 
Key 
Stakeholders 
and Team 
Project Team
Establish Clear Roles to Focus the 
Team and Accelerate Decision Making 
Name Role Responsibility 
Internal Team Members 
Anne P. Executive Sponsor • Budget approval 
• Executive team alignment 
• Ensure Brand identity, standards compliance 
Jim S. Technology Strategy Lead • Initiative co-leader 
Bob B. Business Strategy Lead • Initiative co-leader 
Sean A. User Experience Lead • Usability best practices 
• UX architecture, experience design 
Sarah R. Project Manager • Manage critical path, communications 
• Manage issues and risks; contingency planning 
• Escalate issues to Leads, Sponsors as required 
Agency Partners 
Lee H. Creative Director • Concept development and build out oversight 
Mike F. Producer • Production (project management) 
Technology Partners 
James B. Integration Architect • Integration design and build strategy
Lift Off! 
1. Prepare your Organization 
2. Understand the New World 
3. Structure for Success 
Image source: SpaceX
Thank You! 
Bill Parkes 
bparkes@chiefdigitaladvisors.com 
www.linkedin.com/in/bparkes 
@BillParkes 
Image source: SpaceX

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Realizing the Digital Technology Promise: How to operationalize for success and secure more resources and funding for your technology projects

  • 1. Realizing the Technology Promise What’s Holding Your Organization Back? Bill Parkes Founder and CEO, Chief Digital Advisors @BillParkes Image source: J Lafferty
  • 2. What’s Holding Your Company Back? “We don’t have the capabilities or budget” “Executive leadership doesn’t see this as a priority” “Our current technology investments haven’t delivered” “It’s too hard to drive change in our organization” “It’s too confusing and complicated; how do we make sense of it all?”
  • 3. Key Steps to Realize the Promise 1. Prepare your Organization 2. Understand the New World 3. Structure for Success
  • 5. Align Across the Executive Team Vision Expectations (pacing) Strategic KPI’s (accountability, trust) Baseline Metrics (fact-based proof)
  • 6. Adopt Best Practices to Build Capabilities, Credibility and Confidence (within existing resource and budget constraints!) • Develop Personas • Map Digital Customer Journey Understand your Customer • Define the intersection between your customer’s needs and your business or brand • Define the roles of Paid, Owned and Earned digital experiences Clarify your Content Strategy • Optimize video content for sharing and discovery • Evaluate content caching (CDN) • Evolve current email strategy • Many, many more… Optimize Experiences
  • 7. Building a Case for Marketing Automation Using Your Current ESP • Define customer segments based on personas, needs Understand your Customer • Revise content strategy for customer-centric relevance and value (by segment) Clarify your Content Strategy • Optimize for mobile and tablet viewing • Cross-promote between email and social • Deliver personalized emails by segment Optimize Experiences
  • 8. Understand the New World Image source: SpaceX
  • 10. Integration Constraints are Fading Implication: • Build your Digital Vision based on all data across systems and sources being accessible and integrated
  • 11. It’s about Configuration, not Coding Implication: • Planning, design and implementation can be led by the Marketing organization (with support from IT)
  • 12. Usability Has Become the Imperative Ease of use Functionality Implication: • Adopt intuitive systems to speed adoption and build capability
  • 13. Prepare for Liftoff Image source: SpaceX
  • 14. Business Strategy + Digital Vision Where to play, how to win Includes ‘role of digital’ in strategic planning Marketing Objectives Informed by Business Strategy and Digital Vision Goals Quantification of objectives to ‘set the bar’ on what defines success Measures KPI’s to evaluate progress Strategies Identify the conscious choices required to achieve goals Operational Plans Discrete activity sets to deliver strategies Focus Here Not here! Establish a Shared Vision
  • 15. Define Your Governance Framework Executive Sponsors Demand Gen IT Legal Social PR Brand Content Business Lead Technology Lead Key Stakeholders and Team Project Team
  • 16. Establish Clear Roles to Focus the Team and Accelerate Decision Making Name Role Responsibility Internal Team Members Anne P. Executive Sponsor • Budget approval • Executive team alignment • Ensure Brand identity, standards compliance Jim S. Technology Strategy Lead • Initiative co-leader Bob B. Business Strategy Lead • Initiative co-leader Sean A. User Experience Lead • Usability best practices • UX architecture, experience design Sarah R. Project Manager • Manage critical path, communications • Manage issues and risks; contingency planning • Escalate issues to Leads, Sponsors as required Agency Partners Lee H. Creative Director • Concept development and build out oversight Mike F. Producer • Production (project management) Technology Partners James B. Integration Architect • Integration design and build strategy
  • 17. Lift Off! 1. Prepare your Organization 2. Understand the New World 3. Structure for Success Image source: SpaceX
  • 18. Thank You! Bill Parkes bparkes@chiefdigitaladvisors.com www.linkedin.com/in/bparkes @BillParkes Image source: SpaceX