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@TechMarktr
Joining the Dots
Data-Driven Marketing Meetup
Wednesday 23rd March 2016
https://upload.wikimedia.org/wikipedia/en/5/5c/Sticky-dot-voting.jpg
@TechMarktr
Nicole Williams
Marketing Manager - SilverStripe
Podcaster and blogger -
TechMarketer.org
@TechMarktr
@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
@TechMarktr
Joining the dots
Our
Team
@TechMarktr
Joining the dots
Team 2
T3
Our
Team
Team 3 Team 4
@TechMarktr
Joining the dots
Team 2
T3
Our
Team
Team 3 Team 4
Our Mission
@TechMarktr
Data is not knowledge
@TechMarktr
Accessible & meaningful
https://twitter.com/elementdigi/status/709273048076005376
@TechMarktr
OKR
Framework
@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
@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
@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
@TechMarktr
Why has this helped?
● Knowing the most important things to track
● Connects day-to-day with bigger picture
● Provides common goals across teams
@TechMarktr
1. Within our team
@TechMarktr
@TechMarktr
Why are we doing this?
What will change if we are successful?
@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
No clear start point
No expectation of
outcome
25% Conversion
Spelled out what
lessons would provide
Created a 1-hour series
75% Conversion
Low-fi wins.
@TechMarktr
2. Between teams
Product
Marketing
Sales
@TechMarktr
Marketing = Helping others succeed
@TechMarktr
It’s not just about warm fuzzies
@TechMarktr
Post-it sales wall
@TechMarktr
3. Getting buy-in
@TechMarktr
Your audience isn’t
always outside your company
@TechMarktr
Joining the dots
Sales Product
Our Mission
Marketing
OKRs
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/
Weekly podcast and blog
www.TechMarketer.org
Twitter: @EnvyCollect /
@TechMarktr

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