For years, organizations have been challenged with departmental silos that prevent them from communicating with their customers in a coherent and clear voice. The ascendancy of social media and the marketing department's failure to make it a measurable revenue producer has only accented this problem. Many marketers are still trying to figure out where social belongs and how to measure it, while still managing traditional disciplines. In this Marketing in the Round webinar, Gini Dietrich (who wrote the book with Geoff Livingston) discusses how to break down organizational silos, how cultural shifts and reward systems empower integration across marketing disciplines, how to get executive buy-in and incentivize action, and how to build your own marketing round.

1. How
to
Break
Down
Marke.ng
Silos
to
Improve
Collabora.on
&
Alignment
#Collaboration
Presented
by
Sponsored
by

2. Welcome
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ques.on
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3. Follow
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#Collabora.on

4. About
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5. Panelists
Andrew
Gaffney
Editor
Demand
Gen
Report
Gini
Dietrich
Rob
Bois
CEO
Product
Marke:ng
Arment
Dietrich
Eloqua

6. Gini Dietrich
Arment Dietrich Geoff Livingston
Spin Sucks Lady Soleil, Inc.
armentdietrich.com geofflivingston.com
spinsucks.com
@ginidietrich marketingintheround.com @geoffliving

7. How to Break Down Marketing Silos to
Improve Collaboration & Alignment
Gini Dietrich, CEO of Arment Dietrich
Rob Bois, Product Marketing for Eloqua
© 2012 Eloqua, Inc. 7

8. © 2012 Eloqua, Inc. 8

9. it’s time to
do things differently
© 2012 Eloqua, Inc. 9

10. © 2012 Eloqua, Inc. 10

11. © 2012 Eloqua, Inc. 11

12. But the time has come
to once again
work together
© 2012 Eloqua, Inc. 12

13. break down
the silos
© 2012 Eloqua, Inc. 13

14. but how do we do that?
© 2012 Eloqua, Inc. 14

15. introducing...
the marketing round
HR Execs
Sales Ops
Legal
Product
Dev.
CSR
© 2012 Eloqua, Inc.
Acct 15

16. lonely silo
© 2012 Eloqua, Inc. 16

17. functional silo
© 2012 Eloqua, Inc. 17

18. 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)
© 2012 Eloqua, Inc. 18

19. © 2012 Eloqua, Inc. 19

20. how to get
executive buy-in
© 2012 Eloqua, Inc. 20

21. You Need Executive Support
© 2012 Eloqua, Inc. 21

22. © 2012 Eloqua, Inc.
Build the Business Case
22

23. Use Market Research
© 2012 Eloqua, Inc. 23

24. Use Case Studies to Show ROI
© 2012 Eloqua, Inc. 24

25. show
competitive
© 2012 Eloqua, Inc.
examples25

26. Tips: Build Your Case
§ Create a business justification report
§ Back your recommendation with:
§ Market research
§ Case studies
§ Competitor action
§ Ensure that there’s a decision maker or point
person for each program (CMO/VP, or delegate per
project
© 2012 Eloqua, Inc. 26

27. build SMARTER goals
to support the marketing
round
© 2012 Eloqua, Inc. 27

28. measure
your results
© 2012 Eloqua, Inc. 28

29. S Specific
M Measurable
A Attainable
R Relevant
T Timely
E Evaluate
R Reevaluate
© 2012 Eloqua, Inc. 29

30. © 2012 Eloqua, Inc. 30

31. SMARTER Goal Tips
§ What is the vision?
§ Do you have a benchmark?
§ How does the organization make money?
§ What are the sales triggers?
© 2012 Eloqua, Inc. 31

32. © 2012 Eloqua, Inc. 32

33. how are people
incentivized?
© 2012 Eloqua, Inc. 33

34. Most Compensation Systems Reward Individual Work
© 2012 Eloqua, Inc. 34

35. © 2012 Eloqua, Inc. Team Work Requires More Than a Higher Cause
35

36. Show them the money!
© 2012 Eloqua, Inc. 36

37. 25% of All Google Bonuses Tied to + Success
© 2012 Eloqua, Inc. 37

38. Tips: Examine Reward Structures
§ How do bonuses & raises support silos?
§ What department resources are available?
§ Work with HR to build team incentives
§ Tie incentives to KPIs and ROI
© 2012 Eloqua, Inc. 38

39. 1) Start your round
2) Get executive buy in
3) Use SMARTER Goals
4) Incentivize people to work together
© 2012 Eloqua, Inc. 39

40. Gini Dietrich
Arment Dietrich Geoff Livingston
Spin Sucks Lady Soleil, Inc.
armentdietrich.com geofflivingston.com
spinsucks.com
@ginidietrich marketingintheround.com @geoffliving
© 2012 Eloqua, Inc. 40

41. Through Chatter inside Eloqua
Sales & Marketing Collaboration
© 2012 Eloqua, Inc. 41

42. Rob Bois
Product Marketing Manager
Chatter inside Eloqua
© 2012 Eloqua, Inc. 42

43. Leads
Leads
© 2012 Eloqua, Inc. 43

44. Corpo
rate
File Porta
Sharing
l
email
Leads
© 2012 Eloqua, Inc. 44

45. © 2012 Eloqua, Inc. 45

46. Annual Revenue Growth
Tight
Alignment
Poor
Alignment
% of
Companies
Reporting
Tight
Alignment
© 2012 Eloqua, Inc. 46

47. A Modern Marketing Example
© 2012 Eloqua, Inc. 47

48. © 2012 Eloqua, Inc. 48

49. © 2012 Eloqua, Inc. 49

50. © 2012 Eloqua, Inc. 50

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63. © 2012 Eloqua, Inc. 63

64. Q&A
//
Submit
Your
Ques.ons
Type
ques.on
here

65. Q&A
//
Panelists
Andrew
Gaffney
Editor
Demand
Gen
Report
Gini
Dietrich
Rob
Bois
CEO
Product
Marke:ng
Arment
Dietrich
Eloqua

66. Thank
You
For
A>ending
This
Webinar
You can download this presentation at:
http://dg-r.co/mktalignment