Marketing in the Round for IABC Louisville

Tuesday, September 10, 13

Bones Gini


dig into your memory


It’s 1999


Young geniuses made a gazillion dollars

on big ideas


Companies such asdell and wpp

completely integrate all marketing disciplines


and then...


the dotcombubble burst


the 9/11 tragedyaffected the world


And everyonescurried

back to their respective cornersTuesday, September 10, 13

No one workedtogether


it’s time to do things differently


But the time has cometo once again

work togetherTuesday, September 10, 13

harness the wild, wild west


put customers

first


And move the businessforward


how do we do that?


introducing...the marketing round



HR



HR

Sales



HR

Sales

Legal



HR

Sales

Legal

CSR



HR

Sales

Legal

CSRAcct



HR

Sales

Legal

CSRAcct

Product Dev.



HR

Sales

Legal

CSRAcct

Product Dev.

Ops



HR

Sales

Legal

CSR

Execs

Acct

Product Dev.

Ops


lonely silo


functional silo


people fearchange


the marketing round


how to get executive buy-in


Use Market Research


show competitive

examplesTuesday, September 10, 13

Build the Business CaseTuesday, September 10, 13

build SMARTER goals to support the marketing round


S Specific

M Measurable

A Attainable

R Relevant

T Timely

E Evaluate

R Reevaluate


figure out incentive programs


Most Compensation Systems Reward Individual WorkTuesday, September 10, 13

Team Work Requires More Than a Higher CauseTuesday, September 10, 13

Show them the money! Tuesday, September 10, 13

Group incentivesTuesday, September 10, 13

25% of All Google Bonuses Tied to + Success


choose your approaches


the four approaches


direct approachTuesday, September 10, 13

top-down approachTuesday, September 10, 13

groundswell approachTuesday, September 10, 13

flanking approachTuesday, September 10, 13

map yourresources


finally...measure your efforts


measure your results


Tracking Leads


kick butt! Tuesday, September 10, 13

Break down the silos



Build your marketing round




Choose your approaches





Map your resources





Map your resources

Measure your results


Gini Dietricharmentdietrich.com

spinsucks.com@ginidietrich

Geoff Livingstongeofflivingston.com

@geoffliving


Marketing in the Round for IABC Louisville

Education

Transcript of Marketing in the Round for IABC Louisville