it’s time to do things differently
But the time has cometo once again
work together
break down the silos
but how do we do that?
introducing...the marketing
roundHR
Sales
Legal
CSR
Execs
Acct
Product Dev.
Ops
lonely silo
functional silo
Tips to Work in a Round
Weekly team meeting to discuss common programs
Build a common vision to unite
Build KPIs that reflect the overall program health, not just individual tactics
Ensure there’s a decision maker or point person for each program (CMO/VP, or delegate per
project)
how to get executive buy-in
You Need Executive Support
Build the Business Case
Use Market Research
Use Case Studies to Show ROI
show competitiv
eexamples
Tips: Build Your Case
Create a business justification report
Back your recommendation with:Market research
Case studiesCompetitor action
Ensure that there’s a decision maker or point person for each program (CMO/VP, or delegate per project
build SMARTER goals to support the marketing round
measure your results
S Specific
M Measurable
A Attainable
R Relevant
T Timely
E Evaluate
R Reevaluate
SMARTER Goal Tips
What is the vision?Do you have a benchmark?
How does the organization make money?What are the sales triggers?
how are people incentivized?
Most Compensation Systems Reward Individual Work
Team Work Requires More Than a Higher Cause
Show them the money!
25% of All Google Bonuses Tied to + Success
Tips: Examine Reward Structures
How do bonuses & raises support silos?What department resources are available?
Work with HR to build team incentivesTie incentives to KPIs and ROI
1) Start your round2) Get executive buy in3) Use SMARTER Goals4) Incentivize people to work together
Gini DietrichArment Dietrich
Spin Sucksarmentdietrich.com
spinsucks.com
Geoff LivingstonLady Soleil, Inc.
geofflivingston.com
@ginidietrich marketingintheround.com @geoffliving