How Cisco Turned Marketing Ops Into a Production Powerhouse with Workfront

Building a Connected Infrastructure

Dan Taylor Technology Manager Cisco Marketing and Communications Resource Center

April 2015

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

http://www.merriam-webster.com/info/copyright.htm




PROBLEMS Section subhead

“Marketing Trend Watch: Planning Edition

2014,”(Marketo: 2014), 23.

We Are Not Connected and We Are Not Alone


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


• 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


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


SOLUTIONS Section subhead


Rising Technology Priority


• 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?


40% fewer meetings

Positive Impact

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

http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy




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


Highlighting Editorial Function Benefits


• 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


Data Categories Made Simple

Original data category requirements

Categories in Workfront input form (example)


Easy Process

Intake

Form Workfront

Editorial

Board

Assignments made,

content executed

Calendar display


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


In A Perfect Marketing World

“PROCESSES? WE

DON’T NEED NO

STINKING PROCESSES.”


Focusing on Accuracy and Simplicity


The Undocumented, Now Documented and Systematized


Key Information Visible At A Glance

Publishing platform and page

position are concatenated


Key Group Success Indicators Easily Tracked


Moving Conversations Off the Desktop

• Less time in

email

• Easy to handoff

projects

• Enable work-life

balance


Connecting Communications Teams


Reports for Business Impact

Who’s busy?

Who are we

working for?

What are we

working on?


VISION BECOMING REALITY Section subhead


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


Not Only Connecting Ourselves, But Key Vendors

Cisco #1

Instance

Cisco #2

Instance Vendor

Instance

External Workfront / Workfront API

Cisco

Messaging

Central

DAM

Vendor

DAM

Cisco CMS/Vendor DAM API

DAM= Digital Asset Management


Risks Envisioning a Final State

Business

Value

Highway

Connected

Services, Tools &

Applications

Connected

Services, Tools &

Applications

Thank you.


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