A Proven Process for Selecting Marketing Technology That ......We’re selecting marketing technology wrong @samanthastone Only 3 % of marketers get full value out of their tools Source:

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A Proven Process for Selecting Marketing

Technology That Drives Business Impact

Samantha Stone

Founder & CMO

Marketing Advisory Network

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Copyright 2017. All rights reserved. The Marketing Advisory Network

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This is a system

requirements intervention

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We’re selecting marketing

technology wrong

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Only 3 % of marketers get

full value out of their tools

Source: State of Marketing Technology 2017

(WalkerSands & chiefmartec.com)

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46% say they don’t fully

utilize the marketing

technology they have today

Source: Marketing Technology Trends Survey (Ascend2)

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Dependencies Business Need Shiny New Toys

Three ways we fail

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Set Goals Define a

Budget

Create a

Shortlist

ID Selection

Criteria

Build Selection

Committee

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Increase

number of

content

formats

published

Improve

engagement

with content

Measure

revenue

impact of

content

Increase

volume

produced

Improve

quality of

writing

Address

poor

planning

visibility

Set Goals

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Build a

requirements

committee

wisely

(Yes, you need one)

Build Selection

Committee

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Your selection committee should include:

• Employees who will be logging into and using the system (account for

geographic/division representation if relevant to your business)

• An operations representative who will need to get data into or out of the system

• IT staff who regulate infrastructure policy & data protection

• A small sample of employees who will benefit from the system (but will not directly log in)

• An executive sponsor with budget authority

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Write down desired business outcomes

Our content creation

process is slow resulting in an

inconsistent cadence of

publishing content. We believe it

is stalling audience growth.

Business

Outcome

ID Selection

Criteria

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One of the things we want

to do to improve this is to

standardize a workflow process

that automates notifications to

authors and sends escalation

alerts when due dates have been

missed across our entire work

process from content assignment

to publication.

Capability

…then add capabilities

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and finally… define parameters

The workflow system must

integrate with our email system

(Outlook) and support 4-roles

(author, reviewer, editor,

approver).

Parameter

s

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@samanthastone

Our content creation process is slow resulting

in an inconsistent cadence of publishing content.

We believe it is stalling audience growth.

One of the things we want to do to improve

this is to standardize a workflow process that

automates notifications to authors and sends

escalation alerts when due dates have been

missed from content assignement through

publication.

The workflow system must integrate with our

email system (Outlook) and support 4-roles

(author, reviewer, editor, approver)

Business Outcome

Capability

Parameters

Content Marketing

workflow tool to

manage content

creation process.

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It’s not all about technology

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Requirements

validation

meeting

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Force

prioritization

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Include

adoption

success

criteria

All 22 members of the demand

generation marketing team feel

confident in their ability to use the tool

within 30 days of roll-out.

Instructor led, role-based training

program customized for our business

processes.

Delivered digitally in both English

& Spanish, covering three time zones.

Business Outcome

Capability

Parameters

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Define a

Budget

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Create a

Shortlist

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Vendor

evaluations

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ROI is not the goal.

Create requirements that drive VALUE.

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Ask me anything at the Post-Presentation

Huddle!

[email protected]

Twitter: @samanthastone

LinkedIn: https://www.linkedin.com/in/samanthastonemarketing

www.unleashpossible.com