the convergence of marketing and technology

2010 Technology Conference & ExpoThe Convergence of

Marketing and TechnologyDecember 14, 10:30

David DeLorenzo, NACUBO • Mike Guerrieri, ASHAAmy Hissrich, ASAE • Rick Henderson, ASHA

Bill Walker, DelCor

Twitter: #tech10 td1

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Critical factors

Leadership

Opportunity RealitymorgueFile

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Who’s driving?

Flickr: Rob!

Not this kind of convergence!

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Different drivers

Marketing• Revenue

generation• Understand the

marketplace• Identify value and forge

the brand• Customer service and

supply chain management

Technology• Security• Support,

maintenance and integration

• Understand, manage and use data rationally

• Best use of internal resources

• Testingphotos: morgueFile 4

Audience poll

• Where do Marketing and IT sit in your organization?

Flickr: quite peculiar

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Tip

• Look to organizational leadership for guidance, strategy

• Leverage – or change – business processes to facilitate cooperation

• Organizational goals should drive departmental goals

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ASAE website redesign

A microcosm of Marketing & IT working together

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Audience poll

• Have you conducted a re-design …or at least thought about it?

Flickr: sidewalk flying8

The perfect convergence example

• Nexus of marketing, communications, content, and technology

• Online mirror of theoffline organization

• Unique field oftenhoused outside of marketing or IT

• Integrated

Flickr: Melyss33

Case study: ASAE website redesign9

Tip

• Be inspired by everything– Data– Process– Creativity– Intuition– Teammates

Flickr: Accretion Disc 10

Divergence happens

• Departments have“personalities” and canbe perceived differently

• Decision points basedon resources, outcomesand what is (or isn’t) inthe pipeline

Flickr: SkyWhisperer 11

Audience poll

• When Marketing and IT are at an impasse,how is it resolved?

Flickr: Sarah Korf

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Tip

• Base decisions on organizational goals• Evaluate resources and impacts carefully

– Outsourcing doesn’t necessarily equate to efficient use of resources

– No now doesn’t mean no forever• Factor in how you will demonstrate ROI

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Engage for success

• Encourage participation• Prioritize early• Maintain member

focus• Communicate

clearly, concisely,consistently

Flickr: uppercorris

Case study: ASAE website redesign14

Tip

• Identify the tools up front, BUT• Set goals first, choose tools second

photos: morgueFile

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Convergence through process (1)

• Cross-functional strategy session– Priorities– Audiences

• Broadened to larger team

Expectations

Convergence Case study: ASAE website redesign

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Convergence through process (2)

• Found real members to match personas• Member input and testing• Online card sort• Changeable

Flickr: define23

Case study: ASAE website redesign17

Tip

• Look for areas of common interest, such as– Unified shopping cart– Data management– Surveys

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Ask the audience

• What are your IT/marketing issues?• How do your IT/marketing people work in

harmony?

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Tip

• Be creative

Flickr: StartTheDay

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Takeaways

• Leadership– Align departmental goals with organizational goals– Find the middle ground– Communicate– Respect

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Takeaways

• Opportunity– Identify simple wins to build upon– Look for alignment of goals, resources, outcomes– Is now the right time?– Be creative

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Takeaways

• Reality– Match the tool to the goal– Create collaboration through process– Pilot where possible– You can’t always get

what you want

Flickr: digikuva23

Contact InformationDavid DeLorenzoCTONACUBO202.861.2526ddelorenzo@nacubo.org www.nacubo.org

Mike GuerrieriIS DirectorASHA301.296.8660mguerrieri@asha.org www.asha.org

Rick HendersonMarketing & Sales DirectorASHA301.296.8680rhenderson@asha.org www.asha.org

Amy HissrichVP, Web InitiativesASAE202.326.9532ahissrich@asaecenter.org www.asaecenter.org

Bill WalkerMarketing ManagerDelCor Technology Solutions240.821.1765bwalker@delcor.comwww.delcor.com

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