How to Break Down Marketing Silos to Improve Collaboration and Alignment

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How to Break Down Marke.ng Silos to Improve Collabora.on & Alignment

#Collaboration

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Panelists

Gini Dietrich CEO

Arment Dietrich

Andrew Gaffney Editor

Demand Gen Report Rob Bois Product Marke:ng

Eloqua

Gini Dietrich Arment Dietrich

Spin Sucks armentdietrich.com

spinsucks.com

Geoff Livingston Lady Soleil, Inc.

geofflivingston.com

@ginidietrich marketingintheround.com @geoffliving

© 2012 Eloqua, Inc. 7 © 2012 Eloqua, Inc. © 2012 Eloqua, Inc.

How to Break Down Marketing Silos to Improve Collaboration & Alignment Gini Dietrich, CEO of Arment Dietrich Rob Bois, Product Marketing for Eloqua

© 2012 Eloqua, Inc. 8


it’s time to do things differently




But the time has come to once again

work together


break down the silos


but how do we do that?


introducing... the marketing round

HR

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

© 2012 Eloqua, Inc. 22 Build the Business Case


Use Market Research


Use Case Studies to Show ROI


show competitive

examples


Tips: Build Your Case §  Create a business justification report §  Back your recommendation with:

§  Market research §  Case studies §  Competitor 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?

© 2012 Eloqua, Inc. 34 Most Compensation Systems Reward Individual Work

© 2012 Eloqua, Inc. 35 Team Work Requires More Than a Higher Cause

© 2012 Eloqua, Inc. 36 Show them the money!

© 2012 Eloqua, Inc. 37 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 incentives §  Tie incentives to KPIs and ROI


1) Start your round 2) Get executive buy in 3) Use SMARTER Goals 4) Incentivize people to work together


Gini Dietrich Arment Dietrich

Spin Sucks armentdietrich.com

spinsucks.com

Geoff Livingston Lady Soleil, Inc.

geofflivingston.com

@ginidietrich marketingintheround.com @geoffliving


Sales & Marketing Collaboration Through Chatter inside Eloqua


Rob Bois Product Marketing Manager Chatter inside Eloqua


Leads Leads


email Corporate Portal File

Sharing

Leads


© 2012 Eloqua, Inc. 46 Ann

ual Re

venu

e Gr

owth

Tight Alignment

Poor Alignment

% of Companies Reporting Tight Alignment


A Modern Marketing Example

















Q&A // Submit Your Ques.ons

Type ques.on here

Q&A // Panelists

Gini Dietrich CEO

Arment Dietrich

Andrew Gaffney Editor

Demand Gen Report Rob Bois Product Marke:ng

Eloqua

Thank You For A>ending This Webinar

You can download this presentation at:

http://dg-r.co/mktalignment