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Similaire à IsaacWyatt_NR_Martech_DH_031615_v4
Similaire à IsaacWyatt_NR_Martech_DH_031615_v4 (20)
IsaacWyatt_NR_Martech_DH_031615_v4
- 1. Isaac Wyatt, Marketing Ops Marketing Automation is Engineering DevOps is MarkOps
- 2. 2 Isaac Wyatt 2 Sales + Marketing Alignment Marketing Technology Marketing Automation Marketing Analytics @IsaacWyat
- 3. Evolution of Marketing Ops Traditional Marketing Marketing Ops Marketing Engineer
- 5. Typical Marketing Automation Flow
- 8. Thinking Like an Engineer In Marketing Automation In Pseudo Code for(MktoLead lead in leads[]){ if (!lead.email.contains(@newrelic.com) & lead.mktoOwnerID = “005400000025zP6” & lead.source = “Website Live Chat”){ if(lead.routingReason.isempty()){ lead.routingReason = “Website Chat” } lead.ChangeOwner(“Queue: SDR Queue”) } }
- 11. “DevOps just means stop saying whose job it is. Start saying what the job is, and align the right people, tools, and activities to get it done.” ~Adam Lathers, Citrix Systems
- 12. “The Fox knows many things, but the Hedgehog knows one big thing.” - Archilochus
- 13. Guardian of Process Slayer of Inconsistency Hedgehogs Photo source: fastcoexist.com
- 14. Destroyer of Bureaucracy Chief Innovator Foxes Photo source: wired.com
- 15. Marketing Ops balances creating stability and scalability with enabling innovation and creativity
- 17. “Dev-[Marketing] Ops is ultimately a series of stories, big and small, about repeatedly re-discovering the sacred amidst seemingly profane change.” ~Venkatesh Rao, Ribbonfarm
- 18. How do we find the Sacred?
- 19. Customer-Orientation: Being focused on the customer will help find the sacred within the profane
- 20. Focus on people, technology and the activities required to accomplish business goals.
- 21. “Never mistake activity for achievement.” ~ John Wooden Modified photo used with permission, courtesy of: www.thenext28days.com
- 22. @IsaacWyatt
Notes de l'éditeur
- Mad Men Deploy Automation and Keep the trains running on time Analytics Monitoring Business Objects and Goals, Planning and Forecasting Marketing and Sales Alignment Chief of Staff Responsibilities Marketing Engineering
- Marketing Automation IS Engineering
- When designing automation flows, they are generally Ideal, Clean, Easy!
- Engineers debug code paths; Marketers debug program & email paths
- New Relic Insights was meant for DevOps Now for MarketingAutomation
- Think like an Engineer: Marketing Automation IS coding! Allows you to better understand the complex system of Marketing Automation Capture more value from creative hacks to get more out of your Marketing Automation Create a better customer experience throughout the customer lifecycle “Marketing Automation” includes tools other than Marketo, Eloqua, Hubspot, Etc … includes IFTTT and Zapier
- Marketing Engineering is a way of thinking that applies critical thought to the flow and interactions of the various marketing activities, tools (technology + process), and people to maximize the overlap of the marketer’s goals and the value delivered to the marketer’s targets.
- If you have engineers, you have bugs, you have users, you get technical debt, and are always on the look out for new innovative ways to enhance the overlap of value between the customer and the business So if you have developers, you have ops, and you should have devops to reconcile differences. Developers are to Operations as DemandGeneration is to Marketing Automation Engineers developers ship code / demandgen ships campaigns Ops has to maintain sustainability, scalability, protect “sacred” parts of the business DevOps is the group that reconciles creative destruction and high velocity decisions against system up time, software responsiveness, and data integrity MarketingOps does the same with brand, customer experience, and facilitate with LEGAL, SECURITY, IT, FINANCE, HR lines of businesses
- Similar to what we learned about marketing engineering.
- Bill Gates - Microsoft Creates value by stabilizing and scaling core parts of the business and stamping out inconsistency, but forgoes capturing value and incurs opportunity cost Hedgehogs understand the world by observation and evaluation. Find what works and sticks with hit. Image Credit: http://www.fastcoexist.com/1681317/what-bill-gates-is-focusing-on-in-2013
- Travis Kalanick - UBER Creates value by new innovative ideas that disrupt status quo, but inadvertently destroys value in the process Foxes view the world through experiential lens, push for goals without concern to disruption to status quo
- DevOps is MarkOps Marketing Ops balances creating stability and scalability against enabling innovation and creativity
- DevOps is MarkOps Marketing Ops balances creating stability and scalability against enabling innovation and creativity
- DemandGen is foxy thinking, the pure marketingAutomation tends to be Hedgehog thinking MarkOps must bear responsibility to help both groups identify what must be protected from change, versus what should be disrupted
- “…and indicate when a process no longer serves its purpose” “hedgehogs only need to protect the sacred core of your business, the rest should be about enabling foxes to pursue creative destruction”
- John Wooden - UCLA 10 championship wins in 12 years, including 7 in a row he was the hedgehog and his players were the foxes amidst constant change he found the sacred rules that allowed him to achieve success Protecting a process is not the same as creating value for your customers and organization Doing something creative and innovative isn’t the same as creating value for them MarketingOps is DevOps, be the coach for your team, and go out and win every championship, every year, every quarter, every day. Link to photosource: https://www.flickr.com/photos/thenext28days/9436984753/
- Figure out the best way to enable creative destruction and maintain velocity while protecting, and reevalutating, the sacred “best practices” that organizations tend to accumulate as they grow