HighRoad U Webinar: Budgets, Roadmaps & MarTech Project Management

Budgets, Roadmaps & MarTech Project

ManagementSuzanne Carawan

CMO

Agenda How Do People Work in Today’s World How Do We Think of Our Marketing Efforts How Do We Think of Our Goals How Do We Budget to Meet Our Goals How Do We Project Manage All the Moving Parts to

Achieve Our GoalsHow Do We Build a Roadmap to Our Goals

Why Don’t ProjectsGet Done?

How Do People Work in Today’s World

Know Your Personnel

How Do We ApproachOur Work?

Can We Step Back & Speak About the Work in Simple Terms

Marketing EffortsNew Lead Gen

HighRoad U Topic

Webinar Toolkit ILB

WebsiteProduct

OfferingsEvents

Partner Lead Gen Conferences Webinar Programs Projects Co-Branded

Product Offerings

Client Communications & Lead Gen Newsletter Press Releases Awards Speaking Sessions Case Studies Product Offerings Appreciation

Acquisition Affiliate/Vendor Relations Retention/Upsell

Other Efforts?

Advocacy Industry Research Certifying Body Regulatory Body Fundraising Arm

How Do We Think of Our Goals?

Out With BHAG. In With Bite-Size.

Goal Setting

3 Year Plan “Digital Transformation” Grow by 20% Personalization Use Automation

SMART Goals

SpecificMeasurableAchievableResults-FocusedTime-Bound ******

The Meaning of Time

Generational Regional Cultural Socio-economic Industry-specific

Very Different Premises

Do We Know How to Budget, Roadmap & Project Manage in this Landscape? Good Question.

Agile MindsetRapid. Responsive. Realistic.

Agile Origins

Agile Manifesto: 2001 http://agilemanifesto.org/ Easy Read: https://www.visualstudio.com/agile/

Software DevelopmentBusiness

Agile Methodology Start with SMART Goal Break into project Break project into pieces (sprints) Evaluate each day (scrum) Make adjustments Execute Evaluate

Marketing CampaignsRevenue PurposeAmount We Can SpendCollection of TacticsPositioning & Value PropositionCreativeProject ManagementMeasurement

Make the Campaign Agile!

Budgeting Notes Do a Pilot Program to Set Baseline Data Prioritization:

Internal vs. Market Efficiency vs. Revenue Want vs. Need

Plan Budget by Year, Quarter, Month Give Yourself Budget to Experiment Iterate to the “Big Thing”

Every CampaignBefore: PlanningDuring: ExecutionAfter: Evaluation

Event Example:Before: PromotionDuring: Live EventAfter: Follow Up

Campaign ROI

Input Cost= BudgetTimeframe for ExecutionOutput=Revenue

How to maximize ROI?

Campaign ROI

Input Costs:Cost of the Software

Cost of the Digital Advertising

Cost of Human Labor

Cost of Printing

Cost of Travel

Goal: Minimize our input costs while maximizing revenue

COGS—Cost of Goods Sold is the input cost that we paid to get marketing work done

Revenue—Money we brought in

Campaign ROI

Output:# New Contacts

# MQL

# SQL

# Deals

# Deals Closed

Total “New” Sales

Marketing Tools We UseProject Management: Mavenlink

Could be:-Sharepoint-Basecamp-XYZBut Must Be Something!!!

Project ManagementAgile PMing

Agile Marketing in Action Scaled across teamEveryone is a marketing leader at the project levelMarketing Project Leader:

Takes point & works directly with executive sponsorCreates marketing project brief & planManages all aspects of the project to completionCoordinates all schedules, communication and assetsResponsible for deliveryPrepares report for productivity and ROI

Project Management

Specific function or expected skill? Agile and much faster Critical path important to agile Ability to adjust Input realistic factors (annual meeting, PTO, maternity

leave, board meetings)

Roadmap Achieving Big Goals

Agile Roadmap

Identify Big Destination Break down into chunks of goals Identify goal milestones Break down goals into projects Break down projects into tasks Execute tasks in uni-task way

Summary

Self-Reflection Organizational Project Maturity Assessment Create a Budget, PM & Roadmap Framework Get to Know Agile Produce More with Less Stress/ Greater Buy-In/Results