8. Thinking Like an Engineer
In Marketing Automation In Pseudo Code
for(MktoLead lead in leads[]){
if (!lead.email.contains(@newrelic.com) &
lead.mktoOwnerID = “005400000025zP6” &
lead.source = “Website Live Chat”){
if(lead.routingReason.isempty()){
lead.routingReason = “Website Chat”
}
lead.ChangeOwner(“Queue: SDR Queue”)
}
}
11. “DevOps just means stop saying whose job it
is. Start saying what the job is, and align the
right people, tools, and activities to get it done.”
~Adam Lathers, Citrix Systems
12. “The Fox knows many things, but
the Hedgehog knows one big thing.”
- Archilochus
13. Guardian of Process
Slayer of Inconsistency
Hedgehogs
Photo source: fastcoexist.com
17. “Dev-[Marketing] Ops is ultimately a series
of stories, big and small, about repeatedly
re-discovering the sacred amidst seemingly
profane change.”
~Venkatesh Rao, Ribbonfarm
Mad Men
Deploy Automation and Keep the trains running on time
Analytics
Monitoring Business Objects and Goals, Planning and Forecasting
Marketing and Sales Alignment
Chief of Staff Responsibilities
Marketing Engineering
Marketing Automation IS Engineering
When designing automation flows, they are generally Ideal, Clean, Easy!
Engineers debug code paths;
Marketers debug program & email paths
New Relic Insights was meant for DevOps
Now for MarketingAutomation
Think like an Engineer:
Marketing Automation IS coding!
Allows you to better understand the complex system of Marketing Automation
Capture more value from creative hacks to get more out of your Marketing Automation
Create a better customer experience throughout the customer lifecycle
“Marketing Automation” includes tools other than Marketo, Eloqua, Hubspot, Etc … includes IFTTT and Zapier
Marketing Engineering is a way of thinking that applies critical thought to the flowand interactions of the various marketing activities, tools (technology + process), and people to maximizethe overlap of the marketer’s goals and the value delivered to the marketer’s targets.
If you have engineers, you have bugs, you have users, you get technical debt, and are always on the look out for new innovative ways to enhance the overlap of value between the customer and the business
So if you have developers, you have ops, and you should have devops to reconcile differences.
Developers are to Operations as DemandGeneration is to Marketing Automation Engineers
developers ship code / demandgen ships campaigns
Ops has to maintain sustainability, scalability, protect “sacred” parts of the business
DevOps is the group that reconciles creative destruction and high velocity decisions against system up time, software responsiveness, and data integrity
MarketingOps does the same with brand, customer experience, and facilitate with LEGAL, SECURITY, IT, FINANCE, HR lines of businesses
Similar to what we learned about marketing engineering.
Bill Gates - Microsoft
Creates value by stabilizing and scaling core parts of the business and stamping out inconsistency, but forgoes capturing value and incurs opportunity cost
Hedgehogs understand the world by observation and evaluation.
Find what works and sticks with hit.
Image Credit: http://www.fastcoexist.com/1681317/what-bill-gates-is-focusing-on-in-2013
Travis Kalanick - UBER
Creates value by new innovative ideas that disrupt status quo, but inadvertently destroys value in the process
Foxes view the world through experiential lens,
push for goals without concern to disruption to status quo
DevOps is MarkOps
Marketing Ops balances creating stability and scalability against enabling innovation and creativity
DevOps is MarkOps
Marketing Ops balances creating stability and scalability against enabling innovation and creativity
DemandGen is foxy thinking, the pure marketingAutomation tends to be Hedgehog thinking
MarkOps must bear responsibility to help both groups identify what must be protected from change, versus what should be disrupted
“…and indicate when a process no longer serves its purpose”
“hedgehogs only need to protect the sacred core of your business, the rest should be about enabling foxes to pursue creative destruction”
John Wooden - UCLA
10 championship wins in 12 years, including 7 in a row
he was the hedgehog and his players were the foxes
amidst constant change he found the sacred rules that allowed him to achieve success
Protecting a process is not the same as creating value for your customers and organization
Doing something creative and innovative isn’t the same as creating value for them
MarketingOps is DevOps, be the coach for your team, and go out and win every championship, every year, every quarter, every day.
Link to photosource: https://www.flickr.com/photos/thenext28days/9436984753/
Figure out the best way to enable creative destruction and maintain velocity while protecting, and reevalutating, the sacred “best practices” that organizations tend to accumulate as they grow