More and more communications activities are carried out in the digital space or with the help of technology. In this space, new fields of expertise such as user experience or data analysis have become pillars of effective communications. This shift to technology and data-focused operations is not only changing the way we work; it also changes the relationship communications teams have with their IT department. Topics covered: - Establishing common goals that speak to both IT and communications professionals; - The "ownership" debate on digital and data strategies - Bridging cultural gaps between communications and IT teams - New roles, methods, and organization models for cross-departmental digital communications.

1. 2018

2. Triple-accredited
50 degree programs
257 full-time faculty
7937 students
No public funding

3. Digital
Communications
& Marketing
Department
School websites
Web marketing & SEO
Analytics
Social Media
E-mailings, newsletters
Training & processes
Manager
Webmaster
Social Media
Manager
Web Marketing
Manager

4. CIOs are generally responsible
for evaluating and implementing
technology solutions.

5. Who buys what?
Content Management System
Marketing automation
Customer Relationship
Management
Social media monitoring
E-mailing tools
Analytics
Etc …

6. Mobile Data
Digital
content
Targeting Automation
Custom-
isation

7. Spending
Speed, real-time
Tries to grow the business
Creating a positive, engaging
experience for their company's audience

9. Savings
Efficiency
Rigor
Tries to keep the business running
Risk management, security
Compliance, integration

10. Chief
Marketing
Technologist
Marketing
Team
CMTVendors CIO
CMO

11. Relationship
Manager

13. Communications IT

14. Communications IT
Dean

15. We need to patch
the CMS backend,
if we want the CSS
to run securely.

16. The CTR for this PPC
campaign would be
much better if we A/B
tested it with different
personas.

17. Our principal aim
must be to maximise
the cost-effective
throughput of learning
receptor units.

18. • Different expectations, different language
• Misunderstanding of each other’s priorities
• Difficulty in putting in place a common roadmap

19. 78%
58%
IT MARKETING
% of each
group that
thinks they
efficiently
collaborate
with the other.

20. Regulations, security
Cost
Complexity of integration
Compatibility
I.T Marketing
Right data
Real-time access
Decentralized access
Ease of use

21. What a company looks like, sounds like,
and how it behaves are all equal
components of a brand.
“
”
Kate Williamson,
Nielsen Norman Group

22. Visual design: How it looks
Content design: How it sounds
Interaction design: How it feels

23. Businesses and institutions
are becoming increasingly
customer centric.
The focus of marcoms efforts
is moving towards improved
customer experiences.

24. Common, understandable language
Common, centralised, collaboration solution
Agile sprint reviews vs. meetings

26. • Coping with continuous change
• Self-organized teams
• Iterative work
• Innovation: customer-driven vs. internally driven

27. Discover Plan
Build Review
Discover Plan
Build Review
Discover Plan
Build Review
START ITERATION ITERATION FINISH

28. 24%
17%
9%
7%
6%
6%
3%
4%
4%
3%
3%
2%
1%
8%
3%
Technology
Financial Services
Professional Services
Insurance
Government
Healthcare and
Pharmaceuticals
Industrial/Manufacturing
Telecommunications
Education
Energy
Retail
Transportation
Media/Entertainment
Non-profit
Other

29. 24%
17%
9%
7%
6%
6%
3%
4%
4%
3%
3%
2%
1%
8%
3%
Technology
Financial Services
Professional Services
Insurance
Government
Healthcare and
Pharmaceuticals
Industrial/Manufacturing
Telecommunications
Education
Energy
Retail
Transportation
Media/Entertainment
Non-profit
Other

30. 71%Manage
changing
priorities
66%Project
visibility
65%Business/IT
alignment
62%Delivery speed /
Time to market
61%Team
productivity
Reason for Adopting Agile
Benefits of Adopting Agile
75%
Accelerate
Software
delivery
46%Increased
software quality
64%Manage
changing
priorities
55%Increase
productivity
49%Better
Business / IT
alignment

31. 71%Manage
changing
priorities
66%Project
visibility
65%Business/IT
alignment
62%Delivery speed /
Time to market
61%Team
productivity
Reason for Adopting Agile
Benefits of Adopting Agile
75%
Accelerate
Software
delivery
46%Increased
software quality
64%Manage
changing
priorities
55%Increase
productivity
49%Better
Business / IT
alignment

32. 71%Manage
changing
priorities
66%Project
visibility
65%Business/IT
alignment
62%Delivery speed /
Time to market
61%Team
productivity
Reason for Adopting Agile
Benefits of Adopting Agile
75%
Accelerate
Software
delivery
46%Increased
software quality
64%Manage
changing
priorities
55%Increase
productivity
49%Better
Business / IT
alignment

33. 71%Manage
changing
priorities
66%Project
visibility
65%Business/IT
alignment
62%Delivery speed /
Time to market
61%Team
productivity
Reason for Adopting Agile
Benefits of Adopting Agile
75%
Accelerate
Software
delivery
46%Increased
software quality
64%Manage
changing
priorities
55%Increase
productivity
49%Better
Business / IT
alignment

34. • Engineer-focused methodology
• Product owners from the development team
• No user feedback, no purpose
• Too much focus on processes

35. Institution’s
goals
User goals

36. Institution’s
goals
User goals
1 23

37. Impact
Recruitment growth
Business objectives / ROI
Institution-related User-related
Conversion rates
Bounce rate
Abandonment rate

38. Prospective
student
Checks website for degrees
Looks at social media
for student life
Looks at university
ratings
Contacts
admissions
Registers for campus visit
Starts
application
Returns
several times to
application platform
Signs up for
newsletter

39. AWARENESS
Discover
CONSIDERATION
Compare

40. CONVERSION
Consider

41. LOYALTY
Commit

42. CMS / content / analytics / maintenance
Social Monitoring
& publishing
Web monitoring
Call management
CRM
Online Chat
Web form / reservation software / CRM
Registration
platform,
ERPCRM / Mailing
platform /
Automation Registration
platform,
ERP,
Trigger e-mails

43. • Organise teams around
experiences or stages
• Avoid assigning responsibilities
on specific touchpoints or digital properties only
• Work with multi-disciplinary teams

44. • Set common goals, methods, and metrics
• Use experience or journey maps
to represent stages, touchpoints,
and define digital services.

45. Even if partially implemented,
agile methods benefit:
• business alignment,
• project prioritization,
• and team morale.

46. @faubet

47. How marketing and IT are working together
Maria Wasing, Econsultancy
12th annual state of Agile Report
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