How Cisco Turned Marketing Ops Into a Production Powerhouse with Workfront
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The document discusses the challenges faced by Cisco's marketing and communications teams, including disconnection among tools, processes, and data, leading to inefficiencies and lack of visibility. It presents solutions like implementing centralized project management tools to enhance collaboration, streamline workflows, and improve reporting. The overall goal is to build a connected infrastructure that enhances productivity and insight into team activities and performance.
How Cisco Turned Marketing Ops Into a Production Powerhouse with Workfront
- 1. Building a Connected Infrastructure Dan Taylor Technology Manager Cisco Marketing and Communications Resource Center April 2015
- 2. Cisco Confidential 2© 2013-2014 Cisco and/or its affiliates. All rights reserved. Building Connections 1985 BRIDGE. 1. a: a structure carrying a pathway or roadway over a depression or obstacle . b: a time, place, or means of connection or transition © 2015 Merriam-Webster, Incorporated
- 3. Cisco Confidential 3© 2013-2014 Cisco and/or its affiliates. All rights reserved. PROBLEMS Section subhead
- 4. “Marketing Trend Watch: Planning Edition 2014,”(Marketo: 2014), 23. We Are Not Connected and We Are Not Alone
- 5. Cisco Confidential 5© 2013-2014 Cisco and/or its affiliates. All rights reserved. Working in Silos Across Cisco Marketing and Communications • Multiple—even same—tools that don’t connect • Resistance to change and data driven accountability • Multiple processes, approaches to project and resource management • Multiple data storage areas • Inconsistent reporting and metrics output, not always tied to business outcomes
- 6. Cisco Confidential 6© 2013-2014 Cisco and/or its affiliates. All rights reserved. • Difficult to aggregate multiple systems data for metrics reporting • No executive leadership overview of the business • No way to track key indicators on deliverables • Little visibility into what other teams are doing • Unnecessary overlaps/lack of collaborative synergies • Too many rush jobs—”I thought I told you…” • Productivity lessened/cost-per-content increased Impact on Cisco Marketing and Communications
- 7. Cisco Confidential 7© 2013-2014 Cisco and/or its affiliates. All rights reserved. Content Flow Prepared Content, Collateral, Messaging Content Creation Content Vetting Content Preparation for Publishing Content Distribution Content Curation Project Management Publishing Preparation - Email - External Web - Internal Web - News Wire - Briefings - Sprinklr - Shared Services Distribution Informal Secure NT File Shares Local Drive Archiving Prod.& Sol. Mktg. Sourcing
- 8. Cisco Confidential 8© 2013-2014 Cisco and/or its affiliates. All rights reserved. SOLUTIONS Section subhead
- 9. Cisco Confidential 9© 2013-2014 Cisco and/or its affiliates. All rights reserved. Rising Technology Priority
- 10. Cisco Confidential 10© 2013-2014 Cisco and/or its affiliates. All rights reserved. • Work management • Editorial management/content approval • Storage/coordination • Keeps assets off of desktops/in a centralized repository based on projects • Enables easy handoffs for work-life balance • Break downs silos between functional areas across the organization. How Are We Using Workfront At Cisco?
- 11. Cisco Confidential 11© 2013-2014 Cisco and/or its affiliates. All rights reserved. 40% fewer meetings Positive Impact
- 12. AVERAGE EMPLOYEE SPENDS 28% OF THEIR TIME IN EMAIL.Michael Chui, James Manyika, Jacques Bughin, Richard Dobbs, Charles Roxburgh, Hugo Sarrazin, Geoffrey Sands and Magdalena Westergren, “The Social Economy: Unlocking Value and Productivity Through Social Technologies,” McKinsey & Company: Insights and Publications, July 2012, http://www.mckinsey.com/insights/high_tech_telecoms_internet/ the_social_economy Buying Back Employee Time
- 13. Cisco Confidential 13© 2013-2014 Cisco and/or its affiliates. All rights reserved. Building A Connected Infrastructure Service Request Tool Survey Tool Project Archive Project Management Tracking Tool Event Registration Tool Billing Reports Metric/DB Reports E-mail Tracking Reports Resource Management Tracking Tool AP Oracle DB Mailer Management Tool Budget Tool Calendar Tool Connected Project DB Bookings Tool Pipeline Tool Call Center Insights Executive Reports/Dashboards Metrics Tools
- 14. Cisco Confidential 14© 2013-2014 Cisco and/or its affiliates. All rights reserved. Highlighting Editorial Function Benefits
- 15. Cisco Confidential 15© 2013-2014 Cisco and/or its affiliates. All rights reserved. • Single project/editorial management tool for all Communications teams • Automated, dynamic editorial calendar rolling up key data across all groups for leadership and all teams • Streamlined workflows and approvals • Automated notifications • Automated, robust reporting, metrics • Knowledge management Editorial & Content Management Benefits
- 16. Cisco Confidential 16© 2013-2014 Cisco and/or its affiliates. All rights reserved. Data Categories Made Simple Original data category requirements Categories in Workfront input form (example)
- 17. Cisco Confidential 17© 2013-2014 Cisco and/or its affiliates. All rights reserved. Easy Process Intake Form Workfront Editorial Board Assignments made, content executed Calendar display
- 18. Cisco Confidential 18© 2013-2014 Cisco and/or its affiliates. All rights reserved. Intake form fields become data points for metrics Metrics yield business insights Discovering the tyranny of the “Urgent” and “Emergency” Tracking Data Points For Business Insights
- 19. Cisco Confidential 19© 2013-2014 Cisco and/or its affiliates. All rights reserved. In A Perfect Marketing World “PROCESSES? WE DON’T NEED NO STINKING PROCESSES.”
- 20. Cisco Confidential 20© 2013-2014 Cisco and/or its affiliates. All rights reserved. Focusing on Accuracy and Simplicity
- 21. Cisco Confidential 21© 2013-2014 Cisco and/or its affiliates. All rights reserved. The Undocumented, Now Documented and Systematized
- 22. Cisco Confidential 22© 2013-2014 Cisco and/or its affiliates. All rights reserved. Key Information Visible At A Glance Publishing platform and page position are concatenated
- 23. Cisco Confidential 23© 2013-2014 Cisco and/or its affiliates. All rights reserved. Key Group Success Indicators Easily Tracked
- 24. Cisco Confidential 24© 2013-2014 Cisco and/or its affiliates. All rights reserved. Moving Conversations Off the Desktop • Less time in email • Easy to handoff projects • Enable work-life balance
- 25. Cisco Confidential 25© 2013-2014 Cisco and/or its affiliates. All rights reserved. Connecting Communications Teams
- 26. Cisco Confidential 26© 2013-2014 Cisco and/or its affiliates. All rights reserved. Reports for Business Impact Who’s busy? Who are we working for? What are we working on?
- 27. Cisco Confidential 27© 2013-2014 Cisco and/or its affiliates. All rights reserved. VISION BECOMING REALITY Section subhead
- 28. Cisco Confidential 28© 2013-2014 Cisco and/or its affiliates. All rights reserved. Future Content Flow Prepared Content, Collateral, Messaging Content Creation Content Vetting Content Publishing Preparation Content Distribution Content Curation Project Management Publishing/Distribution Archiving/Curation Research for content creation/reuse API Integrations Prod.& Sol. Mktg. Connected Infrastructure - External Web * - Internal web * - News Wire - Briefings - Spinklr - Services Teams - Other - Searchable archive - Entitlement-based - Curated tagging - Immediate reuse - Historic reference - Final/source files Message Sourcing Communications Resource Center: Asset Creation – Services - Messaging Central Curation Final Storage/publish Prelim Storage Project Mgmt./Workforce Mgmt./ Content Assignment to Approval. DONE * API Complete WIP WIP CMS Other Communications and Marketing Teams
- 29. Cisco Confidential 29© 2013-2014 Cisco and/or its affiliates. All rights reserved. Not Only Connecting Ourselves, But Key Vendors Cisco #1 Instance Cisco #2 Instance Vendor Instance ExternalWorkfront / Workfront API Cisco Messaging Central DAM Vendor DAM Cisco CMS/Vendor DAM API DAM= Digital Asset Management
- 30. Cisco Confidential 30© 2013-2014 Cisco and/or its affiliates. All rights reserved. Risks Envisioning a Final State Business Value Highway Connected Services, Tools & Applications Connected Services, Tools & Applications
- 31. Cisco Confidential 31© 2013-2014 Cisco and/or its affiliates. All rights reserved.
- 32. Thank you.
- 33. Cisco Confidential 33© 2013-2014 Cisco and/or its affiliates. All rights reserved. Backup