Talk Amongst Yourselves:
Business Case versus WIFM

While the benefits of a transformative initiative are likely proven out through a formal business case justification, many digital transformation initiatives manifest in broad technology changes that fundamentally impact how workers go about their day. Sometimes these initiatives mean more work (more time) or sometimes less work (more time). A worker may need to contribute more time to operate a system that benefits others; or a worker may have tasks that once ate up hours in a week that are now automated through the transformation initiative.

Beyond the business case, what about the benefits for the individual team member? And what about leadership? Do they understand that these initiatives may mean more work?

What’s in it for me? A persona-based approach to digital ops success

Why take on marketing transformation? There are four motivating factors—and they all start with V.

The four Vs—volume, velocity, variety and value—are at the crux of the use case for undertaking an transformation initiative that empowers everyone on your team. No matter which role they have, each individual performs better and contributes more when they’re connected to their peers and have visibility into data generated across the marketing organization, and the enterprise as a whole.

You’re probably familiar with the four Vs, often used to describe the dimensions of Big Data. They work well to lay down the basic tenets of a marketing overhaul as well. When you put them in the context of personas, you have an effective way to convince all involved of the many benefits of a major digital ops initiative.

As a refresher, here are overarching benefits to your organization of the four Vs of digital ops:

Volume: Increase the breadth of marketing activity.

Velocity: Boost speed at which campaigns are brought to market.

Variety: Manage campaigns across all media via both mass and personalized interaction.

Value: Get more benefit from efforts of the whole team with the metrics to prove it.

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When your people have questions or doubts … here’s how to define the “what’s in it for me” for each user role
User Roles

Work Management (i.e. Workfront)
“I assign, perform and review work”
  • PM, Marketer
  • Creative
“I can see or initiate more work so more gets done”
“I can save time by initiating all my work from one platform”
“I can see the mix of channels supporting my campaigns from one view”
“I can impact operational cost savings with ability to track all my work from one platform”

Project Management (i.e. Jira)
“I prioritize and assign work items”
  • Engineer
  • Marketing Ops
  • Developer
“I can see all the work assigned to me and my team to gauge capacity”
“I can see hand offs from one user to another once deliverables are ready”
“I can prioritize the work in one place regardless of where the work is initiated”
“I can impact operational cost savings with ability to track all my work from one platform”

Marketing Leadership
“I view the health and resource allocation of all marketing campaigns”
  • VP
  • Sr. Director
  • Program Manager
  • Creative Manager
“I can see all the work assigned across all marketing teams to evaluate capacity”
“I can utilize resources to focus on the right projects at the right time”
“I can view work across all channels and improve overall marketing mix”
“I can meet my resource allocation needs while achieving project performance and cost savings goals”

System Administrator
“I maintain the integration and support the user experience”
  • Marketing Ops
  • IT Ops
“I can see the volume of work integrated across the systems”
“I can spend less time managing data across multiple systems”
“I can initiate efficiencies for better communication and collaboration across teams”
“I can save time for my end users by streamlining work across multiple teams and projects”

Moving from single system implementation to an integrated stack is a boon for everyone. From native reporting to data integration and KPI maturity; to integrated BI reporting from multiple sources; to enhanced BI reporting for predictive analytics—the potential to achieve more efficiency and scale is huge.

Achieving measurable performance improvement across the board is possible, and it’s less difficult that you might think. Why? Because there’s something in it for everyone. Talk to all the players on your team about the power of integration in their own terms.

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