it’s time to do things differently

But the time has cometo once again

work together

break down the silos

but how do we do that?

introducing...the marketing

roundHR

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

Build the Business Case

Use Market Research

Use Case Studies to Show ROI

show competitiv

eexamples

Tips: Build Your Case

Create a business justification report

Back your recommendation with:Market research

Case studiesCompetitor 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?

Most Compensation Systems Reward Individual Work

Team Work Requires More Than a Higher Cause

Show them the money!

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 incentivesTie incentives to KPIs and ROI

1) Start your round2) Get executive buy in3) Use SMARTER Goals4) Incentivize people to work together

Gini DietrichArment Dietrich

Spin Sucksarmentdietrich.com

spinsucks.com

Geoff LivingstonLady Soleil, Inc.

geofflivingston.com

@ginidietrich marketingintheround.com @geoffliving