Every digital marketer should add a governance layer to their digital strategy. Only an integrated approach that ties organizational change to your digital strategy, will help you move forward.
6. YOU NEED TO
MAKE NEW
FRIENDS IN YOUR
COMPANY
SALES
IT DEPARTMENT
CONTENT EDITORIAL BOARD
PRODUCT MARKETEERS
SUPPORT
LEGAL
7. YOU NEED A
NEW WAY OF
WORKING
Agile development
Performance based marketing
Content editorial boards
Automated marketing
Predictive Analytics
Single source of truth
…
10. 3 ELEMENTS OF GOVERNANCE
BASED ON THE GREAT WORK OF LISA WELCHMAN
People Policies Standards
What expertise do
you need to get to
the next steps of your
roadmap? What role
will your agencies
play? How will you
activate your internal
stakeholders?
What new
policies do you
need to
evolve? What
existing policies
should be
updated? Who
will be the
“policy police”?
How can you
cooperate across
departments?
How will you
measure
performance of
your roadmap?
How fast would
you like to grow?
14. USE YOUR DIGITAL
MATURITY TO MAKE
REALISTIC CHOICES
MAKE REALISTIC CHOICES BASED ON HOW
DIGITAL WILL HELP YOUR BUSINESS, YOUR
CUSTOMER, BUT ALSO YOUR
ORGANIZATION
16. ADD GOVERNANCE
TO YOUR ROADMAP
DEFINE NEXT STEPS FOR TEAM, POLICIES
AND WORKING STANDARDS TO MAKE
YOUR DIGITAL STRATEGY ACTIONABLE AND
READY FOR EXECUTION
18. EXAMPLE
BEFORE AFTER
The next step in my roadmap
is kicking off website
personalization.
The next step in my roadmap
is kicking off website
personalization.
This means I need to consult
with legal to update my
privacy policies. I will also
need extra training for my
team, so they know how to
configure the website. I need
to set up a process to sync
weekly with the product
marketers.