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Rhetoric is great. Tying to quantitative goals and straetgic objectives is even better.

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Y1 Q3-4 Y2 Q1-2 Y2 Q3-4 Y3

Content-2-Customer + Engagement-Tech process, integrated with strategic planning

Plan Leads from Global Marketing/Marcoms, Content Strategists, Data Sciences, BSO rep, and Champions from Portfolio/Segment/Functions

• Present to champions.• Align to known goals and opportunities.• Identify key functional stakeholders for workshops.• Coordinate leadership alignment and support.

Deploy, optimize, iterate. Walk and run states.

Engagement-Tech Configuration

Content and application initiative finalization and production.

Segment and portfolio-level workshops to develop preliminary engagement plans. Informs opps. plan

Strategic Planning + Content-2-Customeraudience info development and business goal extraction.

Engagement-Tech focused workshops. Engagement-tech vision and Roadmap.

Content-2-Customer Content-Product and Engagement-Vision and Road-map workshops.

Plan

Content-2-Customer Content-Engagement WorkshopsSame as planning, plus additional leaders and/or champion Marketer, Sales, Customer Care, Legal and Tech Services. Mix maximum possible globa/area reps. Minimum one engagement platform architect.

• Deep-dive on content and value added application education with team.

• Workshop wish-list, opportunities and enablers.

Tech-Engagement WorkshopsSame as above. Add necessary

• Enhance engagement vision with platform opportunities.• Develop preliminary tech vision.• Identify implications and enablers.

Iterate Content-Product, Engagement-Tech and Organization vision. Plan and develop engagement vision and roadmaps.

Content-2-Customer + Strategic Planning + ExtractionSame as Content-2-Customer Workshops + all portfolio and segment leads, likely minus legal. Emphasis on marketers.

• Strategists lead extraction of key customer and business goal information.

• Integration of information into workshop ideation guides.• Finalize required workshop attendees.

Segment and Portfolio-level WorkshopsSame above + legal.

• Map topics and tactics to audience goals• Customer lifecycle and decision-stage Journey mapping: tactics,

linking calls-to-action, KPIs, SLAs and automation logic. Straw-man initiatives.

Engagement-Tech ConfigurationEngagement-Tech Architects, Data and Platform Engineers. [Check role titles]. Application development roles.

• Execute final engagement architecture implementation plan after input from initiative finalization.

• Execute app development. In-general

• Tech and content roadmaps become less “wish-list”, more prioritized via marketing plan and readiness.

• Tech: Preliminary architecture hardens to requirements and implementation plan.

• Organization goals harden into change management and resource plan. Stabilizes over time.

Content and App Initiative FinalizationVarious roles from previous as owners, stakeholders and approvers. Internal and external production agencies. BSO-heavy depending on services offered.

• See “Final Engagement Structuring” on Content-2-Customer timeline.

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Edito

rial

Content Strategy and Audience Development

Content Marketing Strategists “Editors in Chief”

(Global & Local/Area)

Cust

omer

In

tel.

Topical Editorial Leads“Section Editors”

(Global & Local/Area)

Segmentation, Insight & CRM Specialists

(Global & Local/Area)

Socia

l M

ngm

nt.

Niche Community Channel Specialist

(Global & Local/Area)

• Segment or community topic area focus• Product and services area focus

Leader of Audience & Content Strategy

Content Production & Management

Leader of Content Production & Management

Content & Publications Operations Analyst

Content Marketing Content Producers

Prod

ucer

s &

Mak

ers

Product Content Producers

Content Creators. (See next slide)

Cont

ent

Man

ager

s

Content Modeling, Tagging & Metadata Specialists

Product Content Managers

Content Delivery Specialist

Vendor Services Lead

Systems Administrators

Business Process Manager

Proc

ess &

In

frast

ruct

ure

Analytics & Optimization: Product & Content Marketing

Manager of Analytics, Insight & Conversion

Content Conversion Rate Optimization Architect

Data Analytics and Insight Specialists

SEO Optimization Specialists

eCommerce Strategy and Publication Development

Leader of eCommerce Content

Global Portfolio Strategists

Locale/Area Portfolio Strategist

Global Catalog and Syndication Producers

Regional/Area Catalog and Syndication Producers

Porto

filio

Co

nten

tPr

oduc

t Pu

blica

tion

s

Customer Application Strategy & Development

Leader Application Strategy & Development

Application Strategy Analysts

Application Requirements Analysts

Interaction Designers

App. Graphical Designers (May be in Production Team)

Information Architects

IT Application Lead

Application IT Architects

Application Developers

Engagement Platform Analysis & Implementation

Engagement Solutions Architects

Implementation execution roles

Critical functions for engagement executionSee next slide for adapted version for PSD US. Boxed in red are particularly crucial change management opportunities for success.

Leader of Content & Conversion Optimization

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Modified Marcomms roles

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Preparation work

Role(s) & purchasing influence

Role(s) goals & pain-points

Role(s) tasks, contexts & channels: Info, comm, util. & $

Customer/Channel purchase stages, selling stages

Identify content and tools role(s) find valuable

Identify go-to-market inputs: forces & priorities

Identify competitors

Architect & produce

Trend, listening, metrics, approach

Influencer engagement plan

Competitor & audience research gaps

Identify tactics & engage channel mix

Editorial Calendar & Pub. Plan(2)

Identify topics & keywords

Production plan(3)

Asset gap & opportunity audit(2)

Link building & guest blogging

Goals & KPIs: Business, audience

Engagement & automation rules, SLAs

Identified prioritized audiences

Content curation, creation, management, delivery and optimization.

Deploy & optimize

Activate & monitor

Measure, listen, adjust. Daily, weekly, monthly, quarterly and yearly reporting.

Workshop

Topics and tactics mapping

Tactics and pain-point mapping

Journey mapping: Tactics to stages, Linkage & Stage-flow

Goals and KPIs

Straw man campaigns & Initiatives

Content Operations

Executive buy-in

Leadership and steering committees

Preliminary resource and owneship mapping.

Resource allocation and ownership matrix

Pilot prioritization.

Resource commitment

Strategic landscape, market priorities and gaps.

Operational roadmap

Depth audits as needed

High-level strategies, visions and manifestos

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Role(s) & purchasing influence

Role(s) goals & pain-points

Role(s) tasks, contexts & channels: Info, comm, util. & $

Customer/Channel purchase stages, selling stages

Identify content and tools role(s) find valuable

Identify go-to-market inputs: forces & priorities

Ideal prep-work period

Topics and tactics mapping

Ideal workshop period

Tactics and pain-point mapping

Journey mapping: Tactics to stages, Linkage & Stage-flow

Goals and KPIs

Straw man Campaign/Initiatives

Identify competitors

Late-start preparation (1)

NOTES(1)Feasibility of

plans or ability to do adequate prep-work TBD. Efforts could result in laying groundwork for following makreting season.

(2)See full c2c checklist for more steps related to this activity.

Planning, deployment & monitoring

Trend, listening, metrics, approach

Influencer engagement plan

Competitor & audience research gaps

Identify tactics & engage channel mix

Editorial Calendar & Pub. Plan(2)

Identify topics & keywords

Production plan(3)

Asset gap & opportunity audit(2)

Link building & guest blogging

Goals & KPIs: Business, audience

Engagement & automation rules, SLAs

Activate & monitor

Measure, listen, adjust. Weekly, monthly and quarterly reporting.

Y-2 prep-work for new practices.

Campaign/Initiative deploy

Y-2 workshop

Campaign structuring

Y-2 editorial calendar for ongoing Y-1 practices.

Prep-workWorkshopping

Ops-plans, budgets

Ops-plans, budgets

Final plans, budgets

Budget and resource re-alignment if late start. Else efforts may be judged non-feasible.

Final plans, budgets

Identified prioritized audiences

Content curation, creation, management, delivery and optimization.

C2C processes

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-5-5

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The Thought Leader

The Diagnosti

cian

The Ment

or

The Assista

nt

The Entertai

ner

The Journalis

t

The Friend

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@Carlos_AblerIllustrations via Kapost

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@Carlos_AblerIllustrations via Kapost

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@Carlos_AblerIllustrations via Kapost

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@Carlos_AblerIllustrations via Kapost

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@Carlos_AblerIllustrations via Kapost

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@Carlos_AblerIllustrations via Kapost

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@Carlos_AblerIllustrations via Kapost

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@Carlos_AblerIllustrations via Kapost

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@Carlos_AblerIllustrations via Kapost

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Silo-smashing collaboration• Ownership and alignment silos

(tugs-of war and/or finger pointing)• Who owns governance?• Who owns the strategy?• Who owns the customer?• Who owns the audience?• Who owns the publication?• Who owns resourcing?• Who owns the content?• Who owns the engagement channels?

7 deadly sins of silosOwnership gapsControl conflict

Process disconnectFalse representation

Finger pointingRedundancy

Hoarding

Marketing

Support

PR HR

Sales

GlobalEntity

RegionalEntity

CountryEntity

Admin IT

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