It Starts with Buy-in
description
Transcript of It Starts with Buy-in
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It Starts with Buy-in: How to Achieve Executive Support for Your Content Strategy Initiatives
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• Who are the execs I need to target?• What do execs care about?• How do I get execs to care about my objectives?• How have other companies done this?
– HTC– ExactTarget– Blackboard
• Questions?
Overview
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Who are the Execs I need to target?
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Marketing
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Customer Experience
Courtesy of http://www.ereachconsulting.com/
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Sales
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Support
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Product
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What do execs care about?
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What do Execs care about?
• Goals– Revenue– Decrease in Costs
• Previously failed initiatives– Fool me once…
• Keeping up with the Joneses– What are competitors doing?
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Marketing Goals
• Help Sales close business• Getting/Converting leads• Drive interest and buzz around the product• Maintain the reputation of the
Company/Product online/offline• Tracking, Tracking, Tracking• Continuity of information across systems
(CRM, Email, Marketing Automation, Social Media, Sales Slicks/Materials)
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Sales Goals
• Close business– ABC - Always be closing
• Renew customers with ease – Account Management/Customer Experience
• Increasing revenue opportunities– Upsales
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Support Goals
• Customer Satisfaction– Net Promoter scores
• Closing Tickets– Metrics typically measure # of tickets closed
and how fast they are closed
• Deflecting Tickets– Self Help options
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Product Goals
• Customer Adoption– Making the product easy to use
• Customer Retention– Making sure the product keeps up with requirements
• Customer Feedback– Enhance the product based on usage
• Effectively communicating the hard work done by development team– Appreciation for the hard work
• Quality
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How do I get execs to care about my objectives?
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That is my Goal too!
• Identify overlap• Commonality among goals• Find undiscovered benefits for their goals
with your goals• Most logical path of least resistance
– It accomplishes all goals and I don’t have to do anything? Where do I sign?
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How have other companies done this?
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How do I get started?
• How do I get buy in?– Micro Business Plan
• Who do I approach?• How do I approach them?
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Objective• Global Initiative to
establish brand control
Scope• 120+ mobile devices• Tutorials, videos, FAQ’s,
Troubleshooting, user guides, FAQs…
• Global audience, 16 languages
• Web self-serve• Agent facing• .COM integration• In product
Outcome• Success powered by
MindTouch
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Objective• Increase customer success
and improve retention
Scope• Web self-service• In-product help• Case management
integration• Knowledge collaboration
Outcome• Success powered by
MindTouch
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Objective• Increase knowledge
capture from SMEs and better experience for end users
Scope• Speedy updates• Collaboration of Internal
and External SMEs• Flexible, Scalable, and
Secure Solution
Outcome• Success powered by
MindTouch
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Questions?
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Thank you