29-30 April, 2015 | ICC, ExCel, London
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Digital marketing 101: How to build a rock star digital marketing team
Gunnar Klauberg | Sr. Product Market Manager, Adobe
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Gunnar Klauberg
Sr. Product Marketing Manager, Adobe
@Aeroid
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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#AdobeSummit @aeroid
Adobe Marketing Cloud
SOLUTIONS
MEDIA
OPTIMIZER
CAMPAIGN
SOCIAL
EXPERIENCE
MANAGER
TARGET
ANALYTICS
PRIMETIME
AUDIENCE
MANAGER
CORE
SERVICES
PROFILES &
AUDIENCES
PLATFORM
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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ASSETS
ACTIVATION
MOBILE
EXCHANGE
COLLABORATION
Data & Content
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USER
MANAGEMENT &
ADMINISTRATION
Challenges
268
Forrester (April 9, 2015)
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Challenges
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Change can only
be met by change
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Takeaways
1
Team members need
to have clearly defined
roles
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Communcation
channels must remain
open at all times
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3
There is no substitute
for hard work.
Some words of advise
Yin: Involvement
Key stakeholders must either be fully involved in the
project (100%) allocations, or assign a proxy that has
carte blanch decision making privileges
Yang: Trust
Key stakeholders must trust the consultants they
contract with. If you cannot trust the experts you
hired, failure is imminent
Customers must be prepared and aligned across all
organizations and have sign off from all key stakeholders
Roles must be clearly defined and each person assigned
must keep a completely open channel to all other roles
A clear plan to success must be present. This
does not mean a “waterfall” schedule. Customers
must develop a clear vision of what they want
before any work starts.
Do not start using tools until you have
been trained on those tools.
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Phases of a Successful Project
Internal
Planning Phase
Discovery with
all parties
Implementation
Delivery
(all consultants and
key stakeholders)
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Handoff
Before Adobe Arrives (Internal Planning Phase)
Decide requirements
Define roles clearly
Allow for an open discussion between all
stakeholders
Key stakeholders
Gather all requirements (they are important to
someone)
Business contacts
Par down requirements into attainable medium
term goals and separate them into releases
Etc.
IT support contacts
Internal business owner (decision maker)
Now
Soon (fast following)
Someday
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Put it in Writing
PM/PO should have a high level understanding of what is expected to happen
when our engagement ends
SOW and Contract should be robust enough to provide enough runway to
allow for a successful implementation
Trying to save money up front often costs the customer much more later
Measure twice, cut once
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Enablement
Proper training should be in place before implementation starts
Should be project/product specific
Implementations are complicated and it is important for projected users to
have base knowledge of the products that we are implementing before they
attempt to use them
Confusion level / stress level much lower with this comfort
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Marketing Avengers Assemble! (Discovery phase)
Before and During Discovery
Before
PM from both sides schedule all team members to be onsite for at least 1 week
This includes all advisors, vendors, and stakeholders
They loosely schedule sessions and invite pertinent teams
There must be ample time for breakout sessions
Don’t forget to take breaks
These sessions are what people are talking about when they say they
are “Drinking from a fire hose”
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Marketing Avengers Assemble! (Discovery phase)
Before and During Discovery
Discovery
This is when we begin discussing the details of the project
All involved in the project should be present
Allow for all to explain their requirements and business needs
Allow for discussion around needs vs. technical challenges
Sometimes needs become less important when cost of
these needs are more clear
Horse trading
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Consumer value
beats all
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Discovery continued
Roles and Delivery:
TA
Technical Architect
PM
Project Manager
PO
Product Owner
Dev Lead
QA Lead
These are names of roles, it is important for the team to understand it’s own strengths and weaknesses
It is up to the team to define what role is assigned to what responsibility
Some tasks can easily be assigned to one or another role based on expertise
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Minimal Viable Product (MVP) might be an option
The bad product,
that has no use
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MVP
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The perfect product,
that will never get
funded or finnished
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Working with a distributed team (implementation)
Onshore/Offshore Strategy
In order to have a strong and effective offshore team, the team must be fully engaged
Offshore leads must be present for discovery
PO / Tech Lead / QA Lead (at least one) must travel to offshore site to work with team and deliver presentations
and working sessions to give the offshore team context to shifting business requirements (there are always
shifting business requirements)
Offshore and onshore team must meet and talk often (once a day) in order to hash out business requirements
and or technical difficulties
This should be done by the PO, QA lead, and Tech lead, and not management
This encourages a self organizing Development team
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Implementation Phase
Implementation
Process explained
Agile methodology
Most customers have heard about
agile, but very few have actually seen
an implementation that truly is agile
All agile ceremonies are observed
Standup
Sprint planning
Retrospective
Sprint review - At the end of each sprint, an
executive demo is held to allow for stakeholders
to see progress and give them opportunity to
pivot as needed
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Backlog
The Backlog – what is this for?
The backlog is the source
of truth for the project
Every team member gets
marching orders from here
Every requirement must
be in here or it doesn’t
exist
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All work flows through
the backlog
How is it made?
During discovery –
The stakeholders explain
the requirements and the
tech team translates them
into Adobe Marketing
Cloud specific
implementation stories
with user tests that are
translated from functional
requirements
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Work is broken down into
sprints
The backlog tells us either
when all work will be
completed or what can be
completed in the time
allotted
Communication practices (implementation)
Communication
Group chats are great for easy back and forth,
but are more for team chatter and not for
decision making
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Communication practices (implementation)
Communication
We live in the digital age, but
Nothing compares to face to face communication.
Email threads should not exceed 5 mails as a rule of
thumb. If you cannot solve your issue by then, pick up
a phone, call a meeting, etc.
If you feel at any time something has begun to go
sideways, call a summit, get together, talk talk talk
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Customer roles responsibilities (Handoff Phase)
Roles defined
Define roles and assign people to that role as soon as possible
Don’t wait till after implementation is complete
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Mistakes will happen
Expect issues and mitigate quickly
Take a long view of your roadmap
What is falling through the cracks?
Who can fill the cracks?
Review staffing model
Agile allows for very quickly changing direction
Don't be afraid to fail, but don’t allow it to happen twice
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What’s the real secret?
There is no secret to success, no tricks just…
•
Hard work and dedication clear process and lots of
communication
•
It takes all stakeholders to be completely involved and
dedicate most of their time to a project to make it successful
•
Stakeholders must be “egoless”
•
•
•
Humans all have egos so this is not a logical statement.
•
Try and place your ego into team and project success, not
personal achievement
BE A
TEAM
Success takes a whole team, heroes are not real, each
stakeholder must be committed to the role that is assigned
to them
Best practices are not a buffet, you must follow all of them to
expect success
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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WORK
HARD
Next Steps
1
Please review the digital
marketing maturity tool
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2
Talk with your
stakeholders about
things you can change
today
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Make a long term plan
Q&A
If this session supports questions sent in via the app just go to Summit Interact
Your question, or one similar, may already be in the queue
Gunnar Klauberg
[email protected]
@Aeroid
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#AdobeSummit @aeroid
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