the convergence of marketing and technology
DESCRIPTION
This PPT was originally presented at ASAE's Technology Conference and Exposition on December 14, 2010. Conference hashtag: #tech10. Session hub: #tech10 td1.TRANSCRIPT
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 [email protected] www.nacubo.org
Mike GuerrieriIS [email protected] www.asha.org
Rick HendersonMarketing & Sales [email protected] www.asha.org
Amy HissrichVP, Web [email protected] www.asaecenter.org
Bill WalkerMarketing ManagerDelCor Technology [email protected]
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