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C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 1 1
Your MarTech
Project is Important!
How to Win
Unwavering Support
Denyse Drummond-Dunn
@Denysech
@C3Centricity
#MarTech
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 2
70%
60%
2.5
%
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 3
3Ps of Why (B2B) Projects
Fail Planning
People
Process
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 4
3Ps of Why (B2B) Projects
Fail Planning:
• Lack of …
• Unrealistic
deadlines
• Scope creep
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 5
3Ps of Why (B2B) Projects
Fail People:
• Insufficient team skills
• Issues within teams
• Improper
communications
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 6
Creating Remote Global
Teams
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 7
3Ps of Why (B2B) Projects
Fail Process:
• Isolation
• Messy data
• Learning
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 8
Global Customer Data Base
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 9
7-Steps to Project Success
1. Plan
2. Stakeholder analysis
3. Right Team
4. Right Partners
5. Identify Past
Failures
6. Project Integration
7. Gather Learnings
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 10
Plan & Actions Before You
Start Analyse Stakeholders
• Secure Resources
• Build
Understanding
• Anticipate Risks
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 11
Stakeholder Prioritisation
Keep Satisfied
Manage Closely
Monitor Keep
Informed
LOW Interest
HIGH Power
LOW Power
HIGH Interest
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 12
Getting Top
Management to
Accelerate Support
and Allocate
Increased
Resources
IMPROVES IMAGE
SAVES MONEY
SAVES TIME
Management Wants 3
Things
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 13
Integrating Global Customer
Data
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 14
Get the Right Team &
Partners
Bigger is not Always Better
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 15
Identify Reasons for Past
Failures
• Find failures
• Match reasons
• Identify solutions
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 16
Don’t Work in Isolation
Uncover other
projects that will be
improved and / or
simplified by
integration with yours
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 17
You Don’t Win if You Copy
Leaders
C3Centricity.com © All rights reserved @Denysech @C3Centricity #MarTech 18
7-Steps to Project Success
1. Plan
2. Stakeholder analysis
3. Right Team
4. Right Partners
5. Identify Past
Failures
6. Project Integration
7. Gather Learnings