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Technology has always held the promise of delivering high ROI and accelerating business results, and with the explosion of digital technologies available today, the opportunity has never been greater. However, many obstacles remain, limiting effectiveness and impact. What keeps the promise from being realized? This session will discuss the underlying dynamics surrounding this strategic issue and provide ideas for how business leaders can better leverage technology investments, enhance capabilities and accelerate business results within their organizations.
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Realizing the Technology Promise
What’s Holding Your Organization Back?
Bill ParkesFounder 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, needsUnderstand 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 ObjectivesInformed by Business Strategy and Digital Vision
GoalsQuantification of objectives
to ‘set the bar’ on what defines success
MeasuresKPI’s to evaluate progress
StrategiesIdentify the conscious
choices required to achieve goals
Operational PlansDiscrete activity sets to
deliver strategies
Focus Here
Not here!
Establish a Shared Vision
Executive Sponsors
Demand Gen IT
Legal Social
PR Brand
Content
Business Lead
Technology Lead
Key Stakeholders
Define Your Governance Framework and Team
Project Team
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
Establish Clear Roles to Focus the Team and Accelerate Decision
Making
1. Prepare your Organization
2. Understand the New World
3. Structure for Success
Lift Off!
Image source: SpaceX