Joining the dots: Data and Marketing Strategy
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This document summarizes a presentation on using data and OKRs (Objectives and Key Results) to create alignment across marketing, product, and sales teams. The presentation discusses how OKRs can help set measurable goals and connect daily work to longer-term plans. It provides an example of a football club that increased engagement by setting OKRs around ticket and membership sales. The presentation also encourages attendees to discuss how data and OKRs could help their own teams and companies work together more effectively.
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Joining the dots: Data and Marketing Strategy
- 1. @TechMarktr Joining the Dots Data-Driven Marketing Meetup Wednesday 23rd March 2016 https://upload.wikimedia.org/wikipedia/en/5/5c/Sticky-dot-voting.jpg
- 2. @TechMarktr Nicole Williams Marketing Manager - SilverStripe Podcaster and blogger - TechMarketer.org @TechMarktr
- 3. @TechMarktr Joining the Dots Using data to create buy-in, greater collaboration and strategic alignment https://upload.wikimedia.org/wikipedia/en/5/5c/Sticky-dot-voting.jpg
- 5. @TechMarktr Joining the dots Team 2 T3 Our Team Team 3 Team 4
- 6. @TechMarktr Joining the dots Team 2 T3 Our Team Team 3 Team 4 Our Mission
- 7. @TechMarktr Data is not knowledge
- 10. @TechMarktr OKRs: Objectives and Key Results ● Pioneered by Intel ● Used by Google, Linkedin, Zynga ● Quarterly goals linked to 1- 5 year plans “[OKRs] are a tool for motivating and aligning people to work together. They increase transparency, accountability and empowerment." ~ Angus Davis, CEO, Swipely
- 11. @TechMarktr OKRs: Objectives and Key Results ● Company sets overall OKRs ● Each team decides their own OKRs, ownership and creativity encouraged ● Transparent, public across company ● Teams share common company OKRs ● Measureable and impact focused
- 12. @TechMarktr Example: Phoenix Football Club Make the Nix the most loved sports team in NZ ● Quarter 1: ○ Objective: Increase engagement from local community ○ Key Result: Increase ticket sales by 30% ○ Key Result: Increase annual membership sales by 25% ○ Key Result: Increase fan satisfaction to 6.8 NPS
- 13. @TechMarktr Why has this helped? ● Knowing the most important things to track ● Connects day-to-day with bigger picture ● Provides common goals across teams
- 14. @TechMarktr 1. Within our team
- 15. @TechMarktr
- 16. @TechMarktr Why are we doing this? What will change if we are successful?
- 17. @TechMarktr SilverStripe OKRs Displace WordPress in the UK/Europe ● Objective: UK open source interest is accelerating ○ Key Result: X newcomers have completed 6-8 hours of SilverStripe learning ○ Key Result: X partners have been signed up ○ Key Result: X new UK based sites are profiled on our showcase section
- 18. No clear start point No expectation of outcome 25% Conversion
- 19. Spelled out what lessons would provide Created a 1-hour series 75% Conversion
- 20. Low-fi wins.
- 22. @TechMarktr Marketing = Helping others succeed
- 23. @TechMarktr It’s not just about warm fuzzies
- 26. @TechMarktr Your audience isn’t always outside your company
- 27. @TechMarktr Joining the dots Sales Product Our Mission Marketing OKRs
- 28. US Fortune 1,000 companies 34 marketing directors at board executive level That’s 3.4% http://istart.com.au/news-items/board-level-marketers-must-embrace-data-technology-and-finance/
- 29. Weekly podcast and blog www.TechMarketer.org Twitter: @EnvyCollect / @TechMarktr