Building A Blockbuster Team:How to build an in-house implementation dream team
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The document discusses the challenges and solutions involved in migrating to a new member communication platform at Aetna within a 10-month timeframe. It emphasizes the need for collaboration among various teams, defines a structured team framework, and outlines steps for ensuring communication and accountability. Key takeaways include the importance of effective communication, updated documentation, and adaptability throughout the project lifecycle.
Building A Blockbuster Team:How to build an in-house implementation dream team
- 1. BUILDING A BLOCKBUSTER TEAM: How to build an in-house implementation dream team
- 2. Nice to Meet You Guilda Hilaire • 15+ years in the Marketing Automation industry • Touched product marketing and marketing operations, and managed global teams and vendors • Integral in multiple migrations to various automation platforms • Member of several customer advisory boards
- 3. Iterable, Inc. All Rights Reserved 3 “If you could get all the people in an organization rowing in the same direction, you could dominate any industry, in any market, against any competition, at any time. Patrick Lencioni “The Five Dysfunctions of a Team: Leadership Fable”
- 4. Iterable, Inc. All Rights Reserved 4 You can even dominate the galaxy
- 5. Iterable, Inc. All Rights Reserved 5 The Challenge
- 6. Iterable, Inc. All Rights Reserved 6 The Challenge: 10 months to migrate to a new member communication platform First major platform migration of this magnitude in years. To be successful, we had to collaborate with various teams across the Aetna organization.
- 7. Iterable, Inc. All Rights Reserved 7 The Challenge: 10 months to migrate to a new member communication platform First major platform migration of this magnitude in years. To be successful, we had to collaborate with various teams across the Aetna organization. Re-architect new platform backend, reconnect all data systems
- 8. Iterable, Inc. All Rights Reserved 8 The Challenge: 10 months to migrate to a new member communication platform First major platform migration of this magnitude in years. To be successful, we had to collaborate with various teams across the Aetna organization. Review, rebuild and get approval on all transactional and marketing campaigns
- 9. Iterable, Inc. All Rights Reserved 9 The Challenge: 10 months to migrate to a new member communication platform First major platform migration of this magnitude in years. To be successful, we had to collaborate with various teams across the Aetna organization. Rebuild data model to support new architect
- 10. Iterable, Inc. All Rights Reserved 10 The Challenge: 10 months to migrate to a new member communication platform First major platform migration of this magnitude in years. To be successful, we had to collaborate with various teams across the Aetna organization. Onboard and train the various lines of business
- 11. Iterable, Inc. All Rights Reserved 11 The Challenge: 10 months to migrate to a new member communication platform First major platform migration of this magnitude in years. To be successful, we had to collaborate with various teams across the Aetna organization. Rewrite all documentation to support new system and process
- 12. Iterable, Inc. All Rights Reserved 12 The OTHER Challenge
- 13. Iterable, Inc. All Rights Reserved 13 Another Challenge? Customer Service LOBs Finance IT Compliance Senior Leadership Security Procurement Marketing LegalData Science Vendor(s) Designer Writers Customers "Brand” Analytics Sales team This WAS Us.
- 14. Iterable, Inc. All Rights Reserved 14 Another Challenge? Customer Service LOBs Finance IT Compliance Senior Leadership Security Procurement Marketing LegalData Science Vendor(s) Designer Writers Customers "Brand” Analytics Sales team This WAS Us. Each group started working in silos
- 15. Iterable, Inc. All Rights Reserved 15 Another Challenge? Customer Service LOBs Finance IT Compliance Senior Leadership Security Procurement Marketing LegalData Science Vendor(s) Designer Writers Customers "Brand” Analytics Sales team This WAS Us. Each group had its own objective and no single point of contact
- 16. Iterable, Inc. All Rights Reserved 16 Another Challenge? Customer Service LOBs Finance IT Compliance Senior Leadership Security Procurement Marketing LegalData Science Vendor(s) Designer Writers Customers "Brand” Analytics Sales team This WAS Us. No clear collaboration on team structure
- 17. Iterable, Inc. All Rights Reserved 17 Another Challenge? Customer Service LOBs Finance IT Compliance Senior Leadership Security Procurement Marketing LegalData Science Vendor(s) Designer Writers Customers "Brand” Analytics Sales team This WAS Us. No documentation to show current state
- 18. Iterable, Inc. All Rights Reserved 18 Our Solution
- 19. Iterable, Inc. All Rights Reserved 19 Our Solution: This IS Us. Rethink team framework to build a blockbuster team Project Manager Marketing Technology Marketing / LOB IT LegalCompliance Data Science Analytics
- 20. Iterable, Inc. All Rights Reserved 20 Our Solution: This IS Us. Officially form the team and assign a project manager Write out clear roles and responsibilities (Apply RACI Model) Project Manager Marketing Technology Marketing / LOB IT LegalCompliance Data Science Analytics
- 21. Iterable, Inc. All Rights Reserved 21 Our Solution: This IS Us. Select project management platform(s) to manage tasks and provide visibility into workload Project Manager Marketing Technology Marketing / LOB IT LegalCompliance Data Science Analytics (JIRA, Smartsheets, Microsoft Project)
- 22. Iterable, Inc. All Rights Reserved 22 Our Solution: This IS Us. Schedule weekly meetings or stands up with various teams Attach agenda, send recap, post on SharePoint Project Manager Marketing Technology Marketing / LOB IT LegalCompliance Data Science Analytics
- 23. Iterable, Inc. All Rights Reserved 23 Our Solution: This IS Us. Ensure up to date project documentation and get signoff from different groups throughout project lifecycle Project Manager Marketing Technology Marketing / LOB IT LegalCompliance Data Science Analytics
- 24. Iterable, Inc. All Rights Reserved 24 Our Solution: This IS Us. Setup process for routing fire drills, escalations, and last-minute requirements Project Manager Marketing Technology Marketing / LOB IT LegalCompliance Data Science Analytics
- 25. Iterable, Inc. All Rights Reserved 25 Our Solution: This IS Us. Setup “Wisdom” meeting to share learnings from experience Project Manager Marketing Technology Marketing / LOB IT LegalCompliance Data Science Analytics
- 26. Iterable, Inc. All Rights Reserved 26 Our Approach
- 27. Iterable, Inc. All Rights Reserved 27 Our approach to team formation & performance Share a common language and understanding of the end goal
- 28. Iterable, Inc. All Rights Reserved 28 Our approach to team formation & performance Strong personal connections with one another A willingness to take risks, support one another, and celebrate successes
- 29. Iterable, Inc. All Rights Reserved 29 Our approach to team formation & performance Embrace diverse points of view, backgrounds, working styles, and ways of communication Go beyond traditional markers of diversity
- 30. Iterable, Inc. All Rights Reserved 30 Our approach to team formation & performance Impose email rules: If it requires more than three emails, it requires a call or a meeting
- 31. Iterable, Inc. All Rights Reserved 31 Our Accomplishments
- 32. Iterable, Inc. All Rights Reserved 32 Our Successes • Operationalized marketing operations build process • Cross-collaboration across groups • Educated organization on complexities of marketing automation • Standardized email appearance • Discontinued unnecessary db services and capabilities
- 33. Iterable, Inc. All Rights Reserved 33 Our Key Takeaways • Communication and collaboration is pivotal • Keep all documents related to the project up-to-date • Have contingency plan • Be flexible and adaptable to changing circumstances
- 34. Iterable, Inc. All Rights Reserved 34 Q&A