Architecting a House of Marketing

Alison J HerzogMarketing Director, Global Social Business & Digital Strategy at Dell

@alisonjherzog

Herding cats is possible. Patience and learning is key. A bowl of milk helps too.

Quick story

If you build it, they will come

unless you missed a few key details, like they don’t play baseball, don’t

know how to get there, or are allergic to chalk

You have a lot of tools1,876

Vendors

43 Categories

To Reach…

And counting…

Q: So what? Why is it so complicated?

A: We fail to architect

FAIL

How do we work together?What does my customer want?

Defining it: The G’SOT Model

• A goal is a broad primary outcome.• A strategy is the approach you take to achieve a goal.• An objective is a measurable step you take to achieve a strategy.• A tactic is a tool you use in pursuing an objective associated with a

strategy

Source: Forbes

What is success? Did we fail?• Don’t be a ninny

• Define KPIs and all reporting to accurately measure towards primary target• Don’t create report churn to feel important or to get stuck• Take action based off of credible data• Listen!

• And the MOST IMPORTANT LESSON OF ALL

EMBRACE FAILURE. IT’S AWESOME. BUT ONLY IF YOU OWN IT AND LEARN FROM IT.

@alisonjherzog

Let it go!