winning at the game of marketing by timon rumbold
DESCRIPTION
Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)TRANSCRIPT
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6 Common Obstacles to Marketing Team Success and the Cheat Codes to Beat Them
AtTask Marketing Solutions Group
WINNING AT THE GAME OF MARKETING
Timon Rumbold
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ATTACK OF THE WORK REQUESTS Don’t just duck and cover – conquer the barrage
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A constant barrage • Requests via email, IM,
meetings, sticky notes, phone calls, texts, hallway chats, smoke signals, etc.
• FIFO (first in, favourite out)
OBSTACLE 1 – ATTACK OF THE WORK REQUESTS
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People work more hours than they’re actually paid.
2013 Employerbility study on “Workplace Productivity”
OBSTACLE 1 – ATTACK OF THE WORK REQUESTS
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How many tools does your team use to manage your work?
Quick Survey:
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CHEAT CODE: 1 – CENTRALISE
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Dominate the game • Centralise requests
• Standardise requests
• Provide visibility
• Align requests to goals
• Understand tradeoffs
• Empower workers
OBSTACLE 1 – ATTACK OF THE WORK REQUESTS
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SPINNING PLATES MAYHEM Process makes perfect
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OBSTACLE 2 – SPINNING PLATES MAYHEM
It’s all fun and games … until someone drops a plate
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Workers have high levels of stress and extreme fatigue, and feel out of control.
2012 ComPsych survey
OBSTACLE 2 – SPINNING PLATES MAYHEM
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Workers lose 1 hour or more per day of productivity at work due to stress.
2012 ComPsych survey
OBSTACLE 2 – SPINNING PLATES MAYHEM
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CHEAT CODE: 2 – STANDARDISE
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OBSTACLE 2 – SPINNING PLATES MAYHEM
“Process” is not a 4-letter word • Be consistent
• Use & re-use templates
• Set realistic expectations
• Align work to priorities
• Win - (i.e. reap the rewards)
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HELLO... OVER, IS ANYONE THERE… OVER Break the chain and appropriate the right resources for your work
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OBSTACLE 3 – IS ANYONE THERE?
Beg, borrow or steal people to get work done • No visibility into resources
or priorities
• Weekly resource meeting. (aka “Bun-Fight”)
• Who’s doing what?
• When will they finish?
• What else is left?
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Workers say they don’t have enough time to get their work done.
“The Knowledge Worker’s Day: Our Findings”, Basex blog
OBSTACLE 3 – IS ANYONE THERE
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CHEAT CODE: 3 – VISIBILITY
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Stress-free Resourcing • Understand when it’s
urgent – and when it’s not
• Provide duration and effort
• Let resources be people
• Prioritise work
OBSTACLE 3 – IS ANYONE THERE
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REPORTING WORK STATUS Solve the mystery
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Who’s doing what? When will they finish? What else is left?
OBSTACLE 4 – WORK STATUS
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Over half of failed projects blamed on ineffective communication.
“The High Cost of Low Performance”, 2013 PMI report
OBSTACLE 4 – WORK STATUS
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CHEAT CODE: 4 – COLLABORATE
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Clues to status visibility • Define “Final”
(Pro tip: It’s not “done_done”)
• Real decisions get made on real status information
• Make it easy and simple
OBSTACLE 4 – WORK STATUS
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PIN THE TAIL ON THE DONKEY Take the blindfold off the approval process
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The hunt for: Red October the approver
OBSTACLE 5 – PIN THE TAIL ON THE DONKEY
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Increase in finishing projects within budget – if effective approvals are in place.
2012 PWC study on global project management
OBSTACLE 5 – PIN THE TAIL ON THE DONKEY
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CHEAT CODE: 5 – STREAMLINE APPROVAL PROCESSES
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OBSTACLE 5 – PIN THE TAIL ON THE DONKEY
“Structure” is also not a 4-letter word • Identify approvers
• Automate review process
• Establish timeframes
• Automate reminders
• Provide visibility
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THE JUSTIFICATION GAME Proof is in the data
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OBSTACLE 6 – THE JUSTIFICATION GAME
Overworked and understaffed?
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OBSTACLE 6 – THE JUSTIFICATION GAME
Prove it.
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2012 increase in CMO budget …
2012 CMO Tech Marketing Barometer Study by IDC
OBSTACLE 6 – THE JUSTIFICATION GAME
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… but CMOs had expected 8%.
2012 CMO Tech Marketing Barometer Study by IDC
OBSTACLE 6 – THE JUSTIFICATION GAME
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CHEAT CODE: 6 – MEASURE
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Data – GOOD data – unlocks its own rewards • Uncover productivity
improvements
• Improve resource allocation
• Provide cost reporting
• Start profitability reporting
OBSTACLE 6 – THE JUSTIFICATION GAME
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CHEAT CODES
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DYSFUNCTION
INTERNAL MARKETING
CREATIVE
DIGITAL
POOR VISIBILITY
FINGER POINTING ANGRY CUSTOMERS
FIRE DRILL
TEAMS PLAN COLLAB ASSETS APPROVAL REPORT
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SINGLE SYSTEM OF TRUTH
SINGLE INPUT SUCCESS
TOTAL VISIBILITY
TEAMS PLAN COLLABORATE ASSETS APPROVAL REPORT
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ATTASK HALL OF FAME
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“Don’t call me on the phone. Don’t give me an IM. Stop sending me email. Put your communication in AtTask. Because that allows for one source of truth.”
— Erin Frey, Creative Director, House of Blues Entertainment
CUSTOMER TESTIMONIAL
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“With AtTask we are at least 25-30% more productive. That’s pretty amazing when you consider we are also tracking five times more information. That’s priceless.”
— Bill Gattinger, Traffic & Production, Direct Marketing ATB Financial
CUSTOMER TESTIMONIAL
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For a custom demo of the AtTask centralized work solution,
visit us @
Booth D50
KICKIN’ SAAS
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