[LavaCon Keynote] Storming the Castle: Reaching Those Who Control the Power & Purse Strings [Noz Urbina, Lavacon 2013]

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  1. 1. Storming the Castle @nozurbina @lavacon How to ReachThoseWho Control and Power and Purse Strings
  2. 2. Storming the Castle: How to Reach Those Who Control and Power and Purse Strings noz.urbina@urbinaconsulting.com @nozurbina / @thecsbook urbinaconsulting.com (Originally presented as a LavaCon Conference keynote while working for Mekon ltd.) @nozurbina @LavaCon
  3. 3. Me (Noz Urbina, Urbina Consulting) Content strategist & modeller Consultant/trainer Author urbinaconsulting.com/events 89 3929 31 x88 24g UC.com 2015
  4. 4. You You have a (great) idea for how to improve something content-related.Which requires: @nozurbina @lavacon
  5. 5. Our mission overview @nozurbina @lavacon Climb the mountain, storm the castle ...and get back with the treasure
  6. 6. Our mission tasks @nozurbina @lavacon Doing your research and choosing your team Planning and equipment Getting back down Storming the castle Climbing
  7. 7. What is the treasure? @nozurbina @lavacon
  8. 8. What is the treasure? @nozurbina @lavacon If youre not clear on what it is that you want, and why, you will fail
  9. 9. Doing your research @nozurbina @lavacon
  10. 10. Doing your research @nozurbina @lavacon ? ? ?? ? ?? ? There are many ways to storm a castle
  11. 11. Doing your research @nozurbina @lavacon It is only one who is thoroughly acquainted with the evils of war that can thoroughly understand the profitable way of carrying it on. SunTzu Validate what you think you want Audience Requirements ROI
  12. 12. @nozurbina @lavacon The general... whose only thought is to protect his country and do good service... is the jewel of the kingdom. SunTzu Find out how youll know when you have it Success metrics Audit Doing your research
  13. 13. @nozurbina @lavacon Bravery without forethought, causes you to fight blindly and desperately like a mad bull. SunTzu Find out if its even remotely possible Current corporate climate Other big spends/initiatives Doing your research
  14. 14. Organisational Goals User goalsYour goals
  15. 15. Pitfalls Thinking people care about content bit.ly/notking All ideas and no tech Not realising its sales a pitch All ideas and no tech Not realising its sales a pitch
  16. 16. Choosing your team @nozurbina @lavacon
  17. 17. Choosing your team Strategist Doer Technologist Presenter Copyright NBC Studios
  18. 18. Pitfalls Know thyself Availability Too big / too many cooks Dead weight Too dispersed Vision Lack of key perspectives
  19. 19. Planning and equipment @nozurbina @lavacon
  20. 20. Castle map Support Es SellMake Product Mgmt. Dev Support Docs & Training Pre- Sales Eng. Field App Eng. S&M Persuade
  21. 21. Org chart bingo $$$ Influencer Minor Influencer ... Influencer ... ... Influencer $$ Competitor ... Your boss $ ... You + + + - ? x n - For Against Neutral Undecided Unknown Irrelevant + - x n ? + ? ? ++ Ultimate excellence lies not in winning every battle, but in defeating without ever fighting. SunTzu
  22. 22. Audience to benefits / needs map Your idea Quality (QM) Errata Sheet Process Doc Guidelines Process alignment Legal & Patent Trademarks Disclaimer IP Protection Communication Corporate Design Document distribution (e.g. via Internet) Sales & Marketing Document release Requirement capturing Localization R&D Document creation Design automation Tool support service Template service IT Tool evaluation Tool implementation Process /Tool support
  23. 23. The 4Ps Required Tools and support Credibility Authority Alignment Change s to work Whos affected People Process PlatformPosition
  24. 24. Pitfalls Scope too bigToo fast Insufficiently aligned / researched
  25. 25. The climb itself @nozurbina @lavacon
  26. 26. Castle map Support Es SellMake Product Mgmt. Dev Support Docs & Training Pre- Sales Eng. Field App Eng. S&M Persuade There are only two methods of attack: direct and indirect; yet in combination these give rise to an endless series of manoeuvres. SunTzu
  27. 27. Castle map Support Es SellMake Product Mgmt. Dev Support Docs & Training Pre- Sales Eng. Field App Eng. S&M Persuade
  28. 28. Castle map Support Es SellMake Product Mgmt. Dev Support Docs & Training Pre- Sales Eng. Field App Eng. S&M Persuade
  29. 29. Castle map with BUs (acquired) VPs "Sell""Make" Product MgmtDev Support Docs & Train Pre Sales Eng. Field App Eng. S&M Es
  30. 30. Castle map with BUs (acquired) VPs "Sell""Make" Product MgmtDev Support Docs & Train Pre Sales Eng. Field App Eng. S&M Es ...senior management is on board...middle managers do not all fully understand the content initiatives and therefore do not carry them forward with their staffs. UC Survey Respondant
  31. 31. Pitfalls Missing key buy-in Getting communication balance right Cookie cutter pitching No sense of urgency
  32. 32. Pitfalls Missing key buy-in Getting communication balance right Cookie cutter pitching No sense of urgency 38% 38% dont know what their company is doing or why!
  33. 33. [Realistic/Cookie] Justifying that I'll be able to continue creating content while also researching/implementi ng new tools and strategies. UC Survey Respondent [Urgency] Decision-makers who don't make decisions or communicate... by sharing updates, requesting updates, or attending meetings to make decisions UC Survey Respondent
  34. 34. The climb itself @nozurbina @lavacon
  35. 35. Pitfalls Thinking savings is always motivational Thinking contents king Playing the magician Being a controversy whore Lack of standards / references (credibility) Unclear. Not concise. Not visual.
  36. 36. ______s (Content) Strategy Corporate Strategy Be most innovative provider of solutions into key markets: ... ... ... Content Strategy Treat information as a business asset Innovative: knowledge thats easily shared & accessed Solution: content integrated into product offering
  37. 37. Sample tool selection short list Killer Requirements CCMSs References CMS Compatibility / Flexibility Multi- platform Standard Support Roadmap xxx xxx xxx xxx
  38. 38. Pitch checklist Itemised budget and ROI over time 5 Year TCO Key milestones / Escape points Risk matrix and mitigation plan Market references What if we do nothing? Contextual alignment
  39. 39. CONTEXTUALISING THE PITCH Some useful ideas
  40. 40. Content StrategyEnabling, Product data &Technical Content Persuasive, Sales & Marketing Content Content Strategy is Cross-silo Development efficiency & significant cost avoidance Unified Framework for Content Delivery, Measurement and Improvement Brand Equity, regional markets & revenue channels Business Goals Org UsersYou
  41. 41. Content providers are too siloed: MarComm, TechComm, Web Design, Product Support, and Training and have different reporting structures. Survey
  42. 42. Un-aware Recognize Educate Compare Select Configure Support / Train Use Unified picture of a customer
  43. 43. Un-aware Recognize Educate Compare Select Configure Support / Train Use Unified picture of a customer
  44. 44. Un-aware Recognize Educate Compare Select Configure Support / Train Use Unified picture of a customer Companies dont know what they know... they dont have a strategy that focuses around the customer and the data and using them in a proactive way. Bill Payne,Vice President, CRM and industries http://ibm.co/10UFHHx
  45. 45. Getting back down @nozurbina @lavacon
  46. 46. Pitfalls You wont get everything: prepare for the half-win Fight for some more time: managers often rush what they dont (fully) understand GET BASELINES METRICS: So you can prove ROI Wash, rinse, repeat: Getting budget is the beginning of the fun
  47. 47. Happy storming! noz.urbina@urbinaconsulting.com @nozurbina / @thecsbook Urbinaconsulting.com/blog You might also like: