Updated Four P's of building an Interactive Marketing Team - Given at May meeting of Ohio Web Leaders

1. The Four P’s of Building an Interactive Team © Copyright 2010 – TeamBuilder Search, LLC 1 TeamBuilder Search

2. Agenda Why are we talking about this? Why am I talking about this? Challenges of interactive team building Four P’s and common failure points 36 questions to ask yourself Discussion © Copyright 2010 – TeamBuilder Search, LLC 2 TeamBuilder Search

3. Why are we talking about this? Trend toward interactive Shift since early 90’s Economy driven acceleration Traditional marketers adding interactive Expansion of interactive roles © Copyright 2010 – TeamBuilder Search, LLC 3 TeamBuilder Search

4. Why are we talking about this? © Copyright 2010 – TeamBuilder Search, LLC 4 TeamBuilder Search The typical 1990’s interactive team

6. Account management

7. Project management

8. Account Strategy

9. Business analyst

10. Information architect

11. Analytics

12. Paid Search/display

13. SEO

14. Graphic designer

15. Art director

16. Associate Creative

17. Creative Director

18. Copy writing

19. Flash designer

20. RIA developer

21. RIA architect

22. Technology manager

23. .NET developers

24. Java developers

25. PHP developers

26. Architect

27. Development managers

28. Insights/research

29. Social media

30. Q&A

31. Emerging technologyThe 2010 interactive team

32. Why am I talking about this? Owned, built, managed and sold successful interactive company Attempted integration of interactive company into traditional company Talk to interactive/integrated marketers every day from all across the USA Future boondoggle hall of famer © Copyright 2010 – TeamBuilder Search, LLC 6 TeamBuilder Search

33. Challenges of Interactive © Copyright 2010 – TeamBuilder Search, LLC 7 TeamBuilder Search

34. © Copyright 2010 – TeamBuilder Search, LLC 8 TeamBuilder Search

35. © Copyright 2010 – TeamBuilder Search, LLC 9 TeamBuilder Search

36. Challenges of Interactive © Copyright 2010 – TeamBuilder Search, LLC 10 TeamBuilder Search

37. Four P’s of Interactive Process Platforms People Planning © Copyright 2010 – TeamBuilder Search, LLC 11 TeamBuilder Search

38. Process Much more “production” heavy than traditional projects Print = flexible process, fixed results* Interactive = fixed process, flexible results* * Kudos to Adam Pacio © Copyright 2010 – TeamBuilder Search, LLC 12 TeamBuilder Search

39. Process Process = Execution “Ideas are a multiplier of execution”* -Derek Sivers, Sivers.org © Copyright 2010 – TeamBuilder Search, LLC 13

40. “To me, ideas are worth nothing unless executed. They are just a multiplier. Execution is worth millions.”*Explanation:AWFUL IDEA = -1WEAK IDEA = 1SO-SO IDEA = 5GOOD IDEA = 10GREAT IDEA = 15BRILLIANT IDEA = 20NO EXECUTION = $1WEAK EXECUTION = $1000SO-SO- EXECUTION = $10,000GOOD EXECUTION = $100,000GREAT EXECUTION = $1,000,000BRILLIANT EXECUTION = $10,000,000To make a business, you need to multiply the two.The most brilliant idea, with no execution, is worth $20.The most brilliant idea takes great execution to be worth $20,000,000. * Derek Sivers, Sivers.org TeamBuilder Search © Copyright 2010 – TeamBuilder Search, LLC 14

41. Process “If you can’t describe what you are doing as a process you don’t know what you are doing” - W. Edwards Deming © Copyright 2010 – TeamBuilder Search, LLC 15 TeamBuilder Search

42. Common Process Failures Process development Processes are not documented Lack of “deliverables” driven process “Exceptions” are the “rules” Processes are created but not adopted or enforced Processes made without collaboration © Copyright 2010 – TeamBuilder Search, LLC 16 TeamBuilder Search

43. Common Process Failures Project management No PM’s or no PM function PM’s lack appropriate balance of marketing/technology understanding Project managers are given responsibility but not authority No resource planning/allocation (traffic) PM’s aren’t client facing PMP’s often struggle (personality dependent) Lack of “billable” or “utilization” standards © Copyright 2010 – TeamBuilder Search, LLC 17 TeamBuilder Search

44. Common Process Failures Account Service The more “creative” and “strategic” the less process driven Failure to say “no” or “I don’t know, let me check with the team to see what this change does to cost and timelines” or “Just about anything can be done with enough time, resources and money” compromises whole team and the profitability of the initiative. © Copyright 2010 – TeamBuilder Search, LLC 18 TeamBuilder Search

45. Common Process Failures Creative Confusion in the difference between print and interactive Print = Creating a message to be displayed* Interactive =Creating message and medium* Creative plays a much expanded role in interactive (design starts with information architecture) * Kudos to Adam Pacio © Copyright 2010 – TeamBuilder Search, LLC 19 TeamBuilder Search

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47. Common Process Failures Creative Aversion to best practices (user experience) Loss of focus on business goals Effort isn’t constrained by budget Design not informed by visitor behavior Technical requirements overlooked Developers set up for failure because timelines are missed © Copyright 2010 – TeamBuilder Search, LLC 21 TeamBuilder Search

48. Common Process Failures Business Development “We won’t work with anyone who won’t work with us!” No minimum budget (for new clients) Too many new accounts are “investments or loss leaders” No answer to the question “who are we and what do we do and what does it cost?” © Copyright 2010 – TeamBuilder Search, LLC 22 TeamBuilder Search

49. Platforms Too many tools, languages and technologies to be good at them all "Those Who Stand For Nothing, Fall For Anything" - Alexander Hamilton © Copyright 2010 – TeamBuilder Search, LLC 23 TeamBuilder Search

50. Common Platform Failures Failure to identify “what’s in” Failure to identify “what’s out” Failure to have partners to handle “what’s out” Failure to have “deliverables-based” processes with partners © Copyright 2010 – TeamBuilder Search, LLC 24 TeamBuilder Search

51. People “I don’t really know where we should take this bus. But I know this much: If we get the right people on the bus, the right people in the right seats, and the wrong people off the bus, then we’ll figure out how to take it someplace great.” (Good to Great, Jim Collins pg 41) © Copyright 2010 – TeamBuilder Search, LLC 25 TeamBuilder Search

52. Common People Failures Lack of clarity on processes and platforms makes it hard to even find your bus Not properly staffing the major talent needs Strategy (what are we going to do?) Planning (how are we going to do it?) Creative (what’s it going to look like and act like?) Technology (How are we going to get it to work?) Project Management (How are we going to get it done on time and in budget?) Account Management/Business Development (How are we going to have enough stuff to do?) © Copyright 2010 – TeamBuilder Search, LLC 26 TeamBuilder Search

53. Common People Failures No clear processes around recruiting functions Identification Qualification Recruiting Getting wrong people on the bus The right people leave the bus stop before you pick them up Believing everyone wants to get on your bus © Copyright 2010 – TeamBuilder Search, LLC 27 TeamBuilder Search

54. Common People Failures Denial that there is a war for top interactive talent Failure to invest in culture Poor implementation of process, platforms, people, planning causes attrition Team building and personal development activities overlooked © Copyright 2010 – TeamBuilder Search, LLC 28 TeamBuilder Search

55. Planning “Good fortune is what happens when opportunity meets planning” – Thomas Edison “He who fails to plan is planning to fail” – Winston Churchill © Copyright 2010 – TeamBuilder Search, LLC 29 TeamBuilder Search

56. Common Planning Failures Lack of process, no “what’s in, what’s out” on platforms and not having the right people…. What are we doing? How are we doing it? What are we doing it with? Who’s doing it? © Copyright 2010 – TeamBuilder Search, LLC 30 TeamBuilder Search

57. Common Planning Failures No separation of “planning” and “project” Not including the “right” people in the kickoff Not excluding the “wrong” people in the project or campaign © Copyright 2010 – TeamBuilder Search, LLC 31 TeamBuilder Search

58. Questions To Ask Yourself Do we have processes and are the processes documented? Do we have a “deliverables” driven process? Do we have many “exceptions” as “rules” in my current processes? Have our processes been adopted? Did we involve the right people in building my processes? © Copyright 2010 – TeamBuilder Search, LLC 32 TeamBuilder Search

59. Questions To Ask Yourself Do our PM’s have the marketing/technology understanding needed in the role? Do our PM’s have the authority they need to get projects on track? Do we have an adequate resource planning/allocation? Do our PM’s have the client facing time needed to be successful? © Copyright 2010 – TeamBuilder Search, LLC 33 TeamBuilder Search

60. Questions To Ask Yourself Can our PM’s handle the dynamic nature of our environment? Do we have “billable” or “utilization” standards? Are our account people saying “no” or “let me check” often enough? Does our creative team stay focused on business goals? © Copyright 2010 – TeamBuilder Search, LLC 34 TeamBuilder Search

61. Questions To Ask Yourself Does our creative team understand that budget drives output? Do we implement best practices around user experience? Is our design informed by visitor behavior Does our creative team work within the technical requirements mandated for the project? © Copyright 2010 – TeamBuilder Search, LLC 35 TeamBuilder Search

62. Questions to ask yourself? Does our creative team work within the technical requirements mandated for the project? Do we give our production team enough time to be successful? Do we know have an ideal client profile? Do we know what is the minimum budget we must have to be successful? © Copyright 2010 – TeamBuilder Search, LLC 36 TeamBuilder Search

63. Questions To Ask Yourself Are we taking on too many “loss leader” clients? Are we getting to “no” fast enough with clients? Do we know “what’s in” on platforms? Do we know “what’s out” on platforms? Do we have partners for “what’s out”? Do we have “deliverables-based” processes with partners? © Copyright 2010 – TeamBuilder Search, LLC 37 TeamBuilder Search

64. Questions To Ask Yourself Do we have our processes and platforms in place so we know what we are looking for in candidates? Where are we strong and where are we weak in strategy, planning, creative, technology, project management and account service/business development? Do we have “scorecards” in place to identify what we are looking for in each position? © Copyright 2010 – TeamBuilder Search, LLC 38 TeamBuilder Search

65. Questions To Ask Yourself Are all the appropriate stakeholders aligned on the “scorecards”? Do we have an evidence-based candidate qualification process in place to judge candidates? Do we react quickly enough to not lose great candidates to competitors? © Copyright 2010 – TeamBuilder Search, LLC 39 TeamBuilder Search

66. Questions To Ask Yourself Do we have adequate separation of “planning” and project (i.e. are we getting enough information early enough to know what we are going to do and how much it is going to cost?)? Are we including the right people in the kickoff meetings? Are we including the wrong people in the project or campaign? © Copyright 2010 – TeamBuilder Search, LLC 40 TeamBuilder Search

67. DiscussionWant to learn more about building a successful interactive marketing team? Want us to speak at your next event?contact:Mark Whitmanmwhitman@teambuildersearch.com740-879-3106 (direct)740-513-6164 (mobile) © Copyright 2010 – TeamBuilder Search, LLC 41 TeamBuilder Search