Every digital marketer should add a governance layer to their digital strategy. Only an integrated approach that ties organizational change to your digital strategy, will help you move forward.

1. GOVERNANCE
FOR DIGITAL
MARKETERS

2. MR MOMENT EXPLAINS
WHY GOVERNANCE SHOULD BE PART OF
EVERY DIGITAL MARKETING STRATEGY

3. 60% - 70%
OF MARKETERS
STRUGGLE
WITH DIGITAL
* http://digital.delawareconsulting.com/discover/whitepaper-webinar/digital-maturity-2015
IN BELGIUM

4. WHY?
BECAUSE DOING
DIGITAL IS HARD

5. YOU NEED
A LOT OF
EXTERNAL
STAKEHOLDERS
& TOOLS

6. YOU NEED TO
MAKE NEW
FRIENDS IN YOUR
COMPANY
SALES
IT DEPARTMENT
CONTENT EDITORIAL BOARD
PRODUCT MARKETEERS
SUPPORT
LEGAL

7. YOU NEED A
NEW WAY OF
WORKING
Agile development
Performance based marketing
Content editorial boards
Automated marketing
Predictive Analytics
Single source of truth
…

8. THE SOLUTION?
ADD A GOVERNANCE
LAYER TO YOUR
DIGITAL STRATEGY

9. GOVERNANCE (NOUN)
ALIGN PEOPLE, POLICIES &
ORGANIZATIONAL STANDARDS
WITH YOUR DIGITAL STRATEGY

10. 3 ELEMENTS OF GOVERNANCE
BASED ON THE GREAT WORK OF LISA WELCHMAN
People Policies Standards
What expertise do
you need to get to
the next steps of your
roadmap? What role
will your agencies
play? How will you
activate your internal
stakeholders?
What new
policies do you
need to
evolve? What
existing policies
should be
updated? Who
will be the
“policy police”?
How can you
cooperate across
departments?
How will you
measure
performance of
your roadmap?
How fast would
you like to grow?

11. SO WHERE DO YOU
START?
GOVERNANCE IN 3 STEPS

12. ASSESS YOUR
CURRENT
DIGITAL MATURITY
DO YOU HAVE FULL MANAGEMENT BUY-IN
ON YOUR DIGITAL STRATEGY? HOW
CAPABLE IS YOUR TEAM? WHICH POLICIES
EXIST TODAY? …

13. EXAMPLE
MATURITY
FRAMEWORK
Management adoption
Resources
ObjectivesData focus
Scope
1
2
3
4
5

14. USE YOUR DIGITAL
MATURITY TO MAKE
REALISTIC CHOICES
MAKE REALISTIC CHOICES BASED ON HOW
DIGITAL WILL HELP YOUR BUSINESS, YOUR
CUSTOMER, BUT ALSO YOUR
ORGANIZATION

15. ALL TACTICS
USER VALUE
BUSINESS
VALUE
FEASIBILITY
STRATEGY
+
ROADMAP
Assesstacticsonthese
criteria
STRATEGY
FRAMEWORK
Take your digital maturity into account here

16. ADD GOVERNANCE
TO YOUR ROADMAP
DEFINE NEXT STEPS FOR TEAM, POLICIES
AND WORKING STANDARDS TO MAKE
YOUR DIGITAL STRATEGY ACTIONABLE AND
READY FOR EXECUTION

17. DIGITAL GROWTH MAP

18. EXAMPLE
BEFORE AFTER
The next step in my roadmap
is kicking off website
personalization.
The next step in my roadmap
is kicking off website
personalization.
This means I need to consult
with legal to update my
privacy policies. I will also
need extra training for my
team, so they know how to
configure the website. I need
to set up a process to sync
weekly with the product
marketers.

19. ADDING GOVERNANCE
MEANS YOU WILL GAIN
 SPEED
 EFFECTIVENESS
 CREDIBILITY

20. WANT TO KNOW
MORE?

21. JOIN OUR
#DLWEBINAR
ON DIGITAL
MARKETING
GOVERNANCE
April 20th 2017
15:30 CET
30 minutes
Hands-on & tangible

22. REGISTER
HERE

23. Laurence
Vandelanotte
Lead Digital Strategist
Felix
De Clercq
Digital Strategist