people: the most important martech integration by sophie wooller and brian harte
TRANSCRIPT
@iprospectuk @GoToIrelandGB
People: the most important martech
integration
@iprospectuk @GoToIrelandGB
Sophie Wooller Brian Harte Consultancy Lead, iProspect
A bit about us
Head of Customer Engagement and E-marketing, Tourism Ireland
@iprospectuk @GoToIrelandGB
Martech is amazing!
@iprospectuk @GoToIrelandGB
Change is hard, and nobody likes it (even if they say they do)
“Our sires' age was worse than our grandsires'. We, their sons, are more worthless than they; so in our turn we shall give the world a progeny yet more corrupt”
Horace, Odes, Book III “We fear change”
Garth Elgar
@iprospectuk @GoToIrelandGB
What do we mean by change?
It’s not how we get there. It’s not just an outcome, it’s how we get there
@iprospectuk @GoToIrelandGB
Tourism Ireland & their martech journey
@iprospectuk @GoToIrelandGB
The project
Review the current stack
& set up
Strategic recommendations
Change Management
A strategic review of TI’s martech to understand where to prioritise, what efficiencies can be delivered, and how to set up in readiness for the 2020
media landscape.
@iprospectuk @GoToIrelandGB
“Plan future back”
@iprospectuk @GoToIrelandGB
Approach to change: 3 Dos
Bring everyone on the journey
Sell the status quo changing for the
better
Identify skills gaps & fill them (before implementation)
@iprospectuk @GoToIrelandGB
Approach to change: Did we succeed?
• Broad stakeholder engagement & collaborative approach
Bring everyone on the journey
• Detailed needs analysis & vision development
Sell the status quo changing for the
better
• Implementation plan included people & training with technology
Identify skills gaps & fill them (before implementation)
@iprospectuk @GoToIrelandGB
Approach to change: 3 Don’ts
Leave as the responsibility of
one person/ team
Set unrealistic timelines
Forget to communicate
success
@iprospectuk @GoToIrelandGB
Approach to change: Did we succeed?
• Led by centre but local involvement at every step
Leave as the responsibility of one
person/ team
• Pragmatic, staggered approach aligned to 3 year corporate plan
Set unrealistic timelines
• This is ongoing! Forget to
communicate success
@iprospectuk @GoToIrelandGB
Tourism Ireland: Fundamentally it’s about the people
Inspiringpeopletovisittheislandof
Ireland
UsingMartechtoscaleanddevelopconversa5ons
Poweredbyatrainedand
knowledgeableteam
martechconf.com #MarTech
MEDIA & ASSOCIATION PARTNERS:
www.martechconf.com