Contenu connexe Similaire à How Cisco Turned Marketing Ops Into a Production Powerhouse with Workfront (20) Plus de IO Integration (20) How Cisco Turned Marketing Ops Into a Production Powerhouse with Workfront1. Building a Connected Infrastructure
Dan Taylor
Technology Manager
Cisco Marketing and Communications Resource Center
April 2015
2. Cisco Confidential 2© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Building Connections
1985
BRIDGE. 1. a: a structure
carrying a pathway or
roadway over a
depression or obstacle . b:
a time, place, or means of
connection or transition
© 2015 Merriam-Webster, Incorporated
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PROBLEMS
Section subhead
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Working in Silos
Across Cisco Marketing and Communications
• Multiple—even same—tools that don’t connect
• Resistance to change and data driven accountability
• Multiple processes, approaches to project and
resource management
• Multiple data storage areas
• Inconsistent reporting and metrics output, not always
tied to business outcomes
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• Difficult to aggregate multiple systems data for
metrics reporting
• No executive leadership overview of the business
• No way to track key indicators on deliverables
• Little visibility into what other teams are doing
• Unnecessary overlaps/lack of collaborative
synergies
• Too many rush jobs—”I thought I told you…”
• Productivity lessened/cost-per-content increased
Impact on Cisco Marketing and Communications
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Content Flow
Prepared
Content,
Collateral,
Messaging
Content
Creation
Content Vetting
Content
Preparation for
Publishing
Content
Distribution
Content
Curation
Project Management
Publishing
Preparation
- Email
- External Web
- Internal Web
- News Wire
- Briefings
- Sprinklr
- Shared Services
Distribution
Informal
Secure
NT File Shares
Local Drive
Archiving
Prod.& Sol. Mktg.
Sourcing
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SOLUTIONS
Section subhead
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Rising Technology Priority
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• Work management
• Editorial management/content approval
• Storage/coordination
• Keeps assets off of desktops/in a centralized repository based on
projects
• Enables easy handoffs for work-life balance
• Break downs silos between functional areas across the
organization.
How Are We Using Workfront At Cisco?
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40% fewer
meetings
Positive Impact
12. AVERAGE
EMPLOYEE
SPENDS
28%
OF THEIR TIME
IN EMAIL.Michael Chui, James Manyika, Jacques Bughin, Richard
Dobbs, Charles Roxburgh, Hugo Sarrazin, Geoffrey Sands and
Magdalena Westergren, “The Social Economy: Unlocking Value
and Productivity Through Social Technologies,” McKinsey &
Company: Insights and Publications, July 2012,
http://www.mckinsey.com/insights/high_tech_telecoms_internet/
the_social_economy
Buying Back Employee Time
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Building A Connected Infrastructure
Service
Request Tool
Survey Tool
Project Archive
Project
Management
Tracking Tool
Event Registration
Tool
Billing Reports
Metric/DB
Reports
E-mail Tracking
Reports
Resource
Management
Tracking Tool
AP Oracle DB
Mailer
Management
Tool
Budget Tool
Calendar Tool
Connected
Project DB
Bookings Tool
Pipeline Tool
Call Center
Insights
Executive
Reports/Dashboards
Metrics Tools
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Highlighting Editorial Function
Benefits
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• Single project/editorial management tool for all Communications
teams
• Automated, dynamic editorial calendar rolling up key data across all
groups for leadership and all teams
• Streamlined workflows and approvals
• Automated notifications
• Automated, robust reporting, metrics
• Knowledge management
Editorial & Content Management Benefits
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Data Categories Made Simple
Original data category requirements
Categories in Workfront input form (example)
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Easy Process
Intake
Form
Workfront
Editorial
Board
Assignments made,
content executed
Calendar display
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Intake form fields become
data points for metrics
Metrics yield business
insights
Discovering the tyranny of
the “Urgent” and
“Emergency”
Tracking Data Points For Business Insights
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In A Perfect Marketing World
“PROCESSES? WE
DON’T NEED NO
STINKING PROCESSES.”
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Focusing on Accuracy and Simplicity
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The Undocumented, Now Documented and Systematized
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Key Information Visible At A Glance
Publishing platform and page
position are concatenated
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Key Group Success Indicators Easily Tracked
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Moving Conversations Off the Desktop
• Less time in
email
• Easy to handoff
projects
• Enable work-life
balance
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Connecting Communications Teams
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Reports for Business Impact
Who’s busy?
Who are we
working for?
What are we
working on?
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VISION BECOMING REALITY
Section subhead
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Future Content Flow
Prepared
Content,
Collateral,
Messaging
Content
Creation
Content
Vetting
Content
Publishing
Preparation
Content
Distribution
Content
Curation
Project Management Publishing/Distribution Archiving/Curation
Research for content creation/reuse
API Integrations
Prod.& Sol.
Mktg.
Connected Infrastructure
- External Web *
- Internal web *
- News Wire
- Briefings
- Spinklr
- Services Teams
- Other
- Searchable archive
- Entitlement-based
- Curated tagging
- Immediate reuse
- Historic reference
- Final/source files
Message
Sourcing
Communications Resource Center: Asset Creation – Services - Messaging Central Curation
Final
Storage/publish
Prelim Storage
Project Mgmt./Workforce Mgmt./
Content Assignment to Approval.
DONE
* API Complete
WIP WIP
CMS
Other Communications and Marketing Teams
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Not Only Connecting Ourselves, But Key Vendors
Cisco #1
Instance
Cisco #2
Instance
Vendor
Instance
ExternalWorkfront / Workfront API
Cisco
Messaging
Central
DAM
Vendor
DAM
Cisco CMS/Vendor DAM API
DAM= Digital Asset Management
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Risks
Envisioning a Final State
Business
Value
Highway
Connected
Services, Tools &
Applications
Connected
Services, Tools &
Applications