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

Thank You!

Bill Parkesbparkes@chiefdigitaladvisors.com www.linkedin.com/in/bparkes @BillParkes

Image source: SpaceX