http://www.trinityp3.com/product-category/webinars/ Managing marketing and your agency suppliers continues to become increasingly complex and time consuming. TrinityP3 Marketing Management Consultants are thought-leaders in all aspects of marketing management to improve marketing and agency performance and increase implementation efficiency. This series of webinars are your opportunity to hear the latest industry best trends and practices from the consultants working in this category on a daily basis regionally and globally. An interactive approach means you will be able to have your specific questions answered by industry leading practitioners. Topic: Aligning your digital marketing to marketing Date: Wednesday October 21
 Time: 13:00 – 14:00 AEST 
Presenter: Anton Buchner
 As the digital revolution enters yet another new phase, marketers are struggling to keep pace. Over the years many marketers have dabbled in new technologies by setting up silo activity with digital, search, social, mobile & experiential teams. As a result, Data divisions and IT departments have also failed to align to these new demands. We will reveal how leading businesses have broken down silos, allocated business driving objectives, and aligned digital resources and departments around common marketing KPIs.

1. marketing management consultants
Aligning your digital marketing to marketing
TrinityP3 Webinar Series
Presented by Anton Buchner
Webinar 6
Date: Wednesday October 21

2. marketing management consultants
The digital big bang

3. marketing management consultants
The digital big bang
90% of the world’s data
has been created
in the last two years

4. marketing management consultants
However beware the digital divide

5. marketing management consultants
Top 6 forces at play
1
Competing
business unit
INTERESTS
(PRODUCT, SALES &
MARKETING SILOS)
1
Competing
business unit
INTERESTS
(PRODUCT, SALES &
MARKETING SILOS)
2
Disjointed digital
KPIs
& PERFORMANCE
MEASUREMENT
2
Disjointed digital
KPIs
& PERFORMANCE
MEASUREMENT
4
CUSTOMER
CENTRICIY
without total
marketing
transformation
4
CUSTOMER
CENTRICIY
without total
marketing
transformation
3
New digital
vernacular
and
misunderstanding
3
New digital
vernacular
and
misunderstanding
5
TECHNOLOGY
VENDORS, AND
BIG DATA
OVERLOAD
5
TECHNOLOGY
VENDORS, AND
BIG DATA
OVERLOAD
6
TRANSPARENCY,
AND ISSUE OF
TRUST
6
TRANSPARENCY,
AND ISSUE OF
TRUST

6. marketing management consultants
Themes From Stakeholders
“scrambling and always looking
back at numbers”
“not sure who’s responsible for what with
our digital activity… and there’s no clear,
coherent plan of how to get there”
“we’ve started campaign prioritisation
however we don’t see clear actions being
shared and communicated
“no one looks at the reports. There are too
many pages and numbers without any
insights or recommendations”
“it’s clear - there is confusion on how we’ll
achieve the targets and how each project
is delivering to meet those targets
….there are too many rats and mice
projects”
“We’re not utilising data from multiple touch
points to find relevant insights that can be
executable”

7. marketing management consultants
4 tectonic trends
1
Putting
customers at
the core.
Rise of the
Chief
Customer
Officer
(CCO)
2
The need for
consistency
across
channels.
Rise of the
Customer
Experience
Officer (CEO)
3
The need for
a bridge
between IT,
Data and
Marketing.
Rise of the
Marketing
Technologist
4
The need for
emotional
connection.
Need for
structure,
process and
cultural
transformation

8. marketing management consultants
Customer marketing transformations

9. marketing management consultants
Time
to align

10. marketing management consultants
Align
Strategy Structures Processes Suppliers
Internal
External

11. marketing management consultants
Align
Strategy

12. marketing management consultants
Align to purpose

13. marketing management consultants
Align objectives
Data
DigitalMarketing
Business
Objectives are to focus the business as a whole.
Marketing objectives are to deliver on the business
objectives (ie: enter market and capture X% market
share). Think: FROM / TO.
Goals are more specific. They’re what you need to
do to achieve your objectives and reflect specific
strategies (ie: to sell more you need to
demonstrate innovation, improve relationships,
become a thought leader etc)
Key performance indicators (KPIs) are the
measurable value that demonstrates how
effectively a company is achieving its objectives.
They’re metrics used to measure performance to
see if you’re on track.

14. marketing management consultants
Align to customer needs
Prospecting
Acquisition
CRM
Consumer centricity
$$$$
Customer centricity
$$
Digital ecosystem

15. marketing management consultants
Differential marketing
A - VIP experiences
B - Switch offers
C - Upsell value
D - niche targeting

16. marketing management consultants
Align
Structures

17. marketing management consultants
Transformation from silos…
Brand &
Comms
Digital
& Social
Technology &
Delivery
Experience &
Innovation
Product &
Sales
Digital?
Data &
Insights

18. marketing management consultants
…to centricity
Customer centricity
Delivering business growth
Customer
C-suite
Board
Behaviours
Performance metrics
Insights
Advocacy
Bottom line growth
Employee
engagement
Channels
Marketing
Touchpoint
experiences
Technologies

19. marketing management consultants
Customer cohort focus
• Retail best practice (product, strategy, communications, social &
content in distinct teams based on the customer journey).
• With clear KPIs and focussed roles and responsibilities.
Team 1
Brand reach,
awareness and
engagement
Team 2
Prospect
engagement,
lead nurturing,
and sales
conversion
Team 3
Onboarding
to brand,
product &
service
world
Team 4
Upsell,
cross sell
and other
financial
value shifts
Team 5
Retention,
advocacy
and VIP

20. marketing management consultants
“Holacracy”

21. marketing management consultants
Align
Processes Suppliers

22. marketing management consultants
Transformation & maturity stages
Reactive Preventative Proactive Advanced

23. marketing management consultants
Process and performance improvement
• From linear to effective business performance
Business plan - objectives
Customer marketing - objectives
Customer insights through data & behaviours
Customer marketing plans &
prioritisation planning
Effective
alignment
prior to
execution
Clear customer marketing
measures to achieve
business objectives and
common purpose.
Campaign learnings & optimisation (in and post campaign)
Utilise data insights to drive
planning.
Planning alignment and
prioritisation process
Aligned customer value proposition
and channel approach.
Clear roles, responsibilities
Solution for agility / proactivity
Aligned reporting,
optimisation and value
analysis.
Media Strategy
Planning
Trading
Digital Strategy
Planning
Optimisation
Content Strategy
Concept
Execution

24. marketing management consultants
Align teams to campaign processes
Stage 1 output:
Ready to brief Digital +
Media + Creative +
Call centre
Brief
Scoping
Steps 1 - 6
Stage 2 output:
Ready to create assets
Planning
& ideation
Steps 7 - 11
Stage 3 output:
Create
Go live, optimise
Creation
Execution
Steps 12 - 20
Stage 1 Stage 2 Stage 3

25. marketing management consultants
Clarity & governance
Requirements:
Customer
Experience
Proposition
and
insights
Brand and
Comms
Technology
and Delivery
Digital
External
Supplier
Digital strategy own influence influence influence influence
Data insights own influence
Customer
segmentation influence own influence influence influence
Channel and
communications
strategy
own influence own influence influence
Communications
execution influence own influence
Results reporting and
analysis influence influence own influence influence
Technology and
automation influence own influence influence own

26. marketing management consultants
$2,000
88%
Focus on insightful metrics
10 hours
29 minutes
+

27. marketing management consultants
Process impacts culture

28. marketing management consultants
Align
Strategy Structures Processes Suppliers
Internal
External

29. marketing management consultants
Need help
to align?

30. marketing management consultants
TrinityP3 Webinar Series
November 11: The challenges for Marketers in a carbon
constrained future
November 25: Super charge your agency with incentive
based remuneration
http://www.trinityp3.com/product-category/webinars/

31. marketing management consultants
For more information contact:
TrinityP3 Pty Ltd
Sydney
+612 9964 9900
Melbourne
+613 9682 6800
Hong Kong
+852 3478 3982
Singapore
+65 6631 2861
people@trinityp3.com
www.trinityp3.com
Trinityp3.com/blog/
@TrinityP3
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