The two most important things of any marketing effort are customer experience (relevance, research, relationships) and building your marketing plan, beginning with the foundation. This presentation was given at Integrated Marketing Summit in September 2015.

1. Architecting a House of Marketing
Alison J Herzog
Marketing Director, Global Social Business & Digital Strategy at Dell
@alisonjherzog
Herding cats is possible. Patience and learning is key.
A bowl of milk helps too.

2. Quick
story
If you build it, they will come
unless you missed a few key details, like they
don’t play baseball, don’t know how to get
there, or are allergic to chalk

3. You have a lot of tools
1,876
Vendors
43
Categories
To Reach…

4. And counting…

5. Q: So what? Why is it so
complicated?

6. A: We fail to architect

7. FAIL

9. How do we work together?
What does my customer want?

10. Defining it: The G’SOT Model
• A goal is a broad primary outcome.
• A strategy is the approach you take to achieve a goal.
• An objective is a measurable step you take to achieve a strategy.
• A tactic is a tool you use in pursuing an objective associated with a
strategy
Source: Forbes

11. What is success? Did we fail?
• Don’t be a ninny
• Define KPIs and all reporting to accurately measure towards primary target
• Don’t create report churn to feel important or to get stuck
• Take action based off of credible data
• Listen!
• And the MOST IMPORTANT LESSON OF ALL
EMBRACE FAILURE. IT’S AWESOME. BUT ONLY IF YOU OWN
IT AND LEARN FROM IT.

12. Let it go!
@alisonjherzog