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Transforming How Work Gets Done in Marketing - Justin Ablett, IBM iX

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Transforming How Work Gets Done in Marketing - Justin Ablett, IBM iX

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Organizations are facing increasing pressures from key stakeholders: Customers are expecting more and more hyper-personalized experiences at the right time, through the right medium, and in the right manner. At the same time, especially post-covid, employees are wanting to work in different ways, in different places, and at different times. Leading marketers have an opportunity to rapidly change how work gets done in their teams – to deliver greater productivity, better customer experiences, and happier employees. Companies such as Mattel, Barclays and Adobe are adopting modern ways of working (such as design thinking and agile) alongside exploiting emerging technologies (such as Digital Experience platforms, AI and automation) that are delivering exponential business value. In the words of Fun Boy Three and Banarama, “It ain't what you do, it's the way that you do it”. There has never been a better time to shake up work management to transform content and digital marketing.

Organizations are facing increasing pressures from key stakeholders: Customers are expecting more and more hyper-personalized experiences at the right time, through the right medium, and in the right manner. At the same time, especially post-covid, employees are wanting to work in different ways, in different places, and at different times. Leading marketers have an opportunity to rapidly change how work gets done in their teams – to deliver greater productivity, better customer experiences, and happier employees. Companies such as Mattel, Barclays and Adobe are adopting modern ways of working (such as design thinking and agile) alongside exploiting emerging technologies (such as Digital Experience platforms, AI and automation) that are delivering exponential business value. In the words of Fun Boy Three and Banarama, “It ain't what you do, it's the way that you do it”. There has never been a better time to shake up work management to transform content and digital marketing.

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Transforming How Work Gets Done in Marketing - Justin Ablett, IBM iX

  1. 1. Transforming How Work Gets Done in Marketing KEYNOTE Justin Ablett IBM GLOBAL LEAD FOR ADOBE IBM IX Jay Trestain GLOBAL OFFERING LEADER, ADOBE PARTNERSHIP IBM IX
  2. 2. IBM and Adobe Work Easy & Play Easy Justin & Jay’s recipe to Work Easy & Play Easy
  3. 3. IBM and Adobe Work Easy & Play Easy
  4. 4. IBM and Adobe Work Easy & Play Easy
  5. 5. IBM and Adobe Work Easy & Play Easy How can I manage my work & not let my work manage me?
  6. 6. IBM and Adobe Work Easy & Play Easy JUSTIN ABLETT Global Marketing Transformation Lead, IBM iX Favourite Cocktail Old Fashioned JAY TRESTAIN Global Marketing Transformation Offerings Lead, IBM iX Favourite Cocktail Espresso Martini
  7. 7. IBM and Adobe Work Easy & Play Easy TOM Designer SARAH Marketing Lead MOLLY CEO
  8. 8. IBM and Adobe Work Easy & Play Easy More time doing what he hates than what he loves
  9. 9. IBM and Adobe Work Easy & Play Easy Need to hit targets but feels blindfolded. Doesn't have the visibility of what people are working on
  10. 10. IBM and Adobe Work Easy & Play Easy Multidimensional challenge - difficult to align different siloe'd business units
  11. 11. IBM and Adobe Work Easy & Play Easy TOM Unhappy & Dissatisfied SARAH Frustrated & Ineffective MOLLY Disconnected & Unempowered
  12. 12. Enterprise Work Management is a strategic, integrated approach that aligns process, culture, structure, and technology to better achieve organizational objectives. It creates integrated workflows that sit across the enterprise, breaks down functional silos, and enables teams to work collaboratively across the full lifecycle of work IBM and Adobe Work Easy & Play Easy
  13. 13. IBM and Adobe Work Easy & Play Easy Now he can spend more time doing what he loves than what he hates
  14. 14. IBM and Adobe Work Easy & Play Easy Now has a dashboard enabling decisions based on insight not hindsight
  15. 15. IBM and Adobe Work Easy & Play Easy Can show value realisation across the organisation, breaking down silo's and increasing overall business impact.
  16. 16. IBM and Adobe Work Easy & Play Easy
  17. 17. IBM and Adobe Work Easy & Play Easy Purpose
  18. 18. IBM and Adobe Work Easy & Play Easy Purpose Process
  19. 19. IBM and Adobe Work Easy & Play Easy Purpose Process Platform
  20. 20. IBM and Adobe Work Easy & Play Easy Purpose Process People Platform
  21. 21. IBM and Adobe Work Easy & Play Easy Purpose Process People Platform Partner
  22. 22. IBM and Adobe Work Easy & Play Easy FIND YOUR MIXOLOGIST IBM & Adobe — 270 Certifications 260 Accreditations Rego Consulting Acquisition Partnership Ecosystem Technical Integration Library Human Centred Design DNA
  23. 23. IBM and Adobe Work Easy & Play Easy GET YOUR SHAKER… Adobe Workfront — Using data to measure performance, by combining project costs, project KPIs and time metrics Streamlining & automating end-to-end processes from intake to planning, execution & monitoring Empower employees by centralizing and connecting work across departments, and companies Connecting to other systems to create an Operational System of Record
  24. 24. IBM and Adobe Work Easy & Play Easy CHOOSE YOUR DRINK Business Impact — Align Work to Objectives Align Data and Platforms Align People and Culture Align Processes Business Impact
  25. 25. IBM and Adobe Work Easy & Play Easy PREPARE YOUR INGREDIENTS Reimagine your processes — 2 2 1 1
  26. 26. IBM and Adobe Work Easy & Play Easy A LARGE POUR OF YOUR BASE DRINK KPIs — Benchmark Know and understand your starting point by identifying the appropriate benchmark upon which to.. Measure Set the right KPIs for your function/business/team/outcome; measure and calculate gains made in a way that translates to specific and real value to you.
  27. 27. IBM and Adobe Work Easy & Play Easy A TWIST OF SOMETHING SPICY AI & Automation — Automation and AI can be used to enhance and optimise processes even further…
  28. 28. IBM and Adobe Work Easy & Play Easy ADD GARNISH OR TWO…. Dashboard
  29. 29. IBM and Adobe Work Easy & Play Easy PARTY TIME! Unify organisations, teams and tools in a single platform —
  30. 30. IBM and Adobe Work Easy & Play Easy Justin & Jay’s recipe to Work Easy & Play Easy
  31. 31. IBM and Adobe Work Easy & Play Easy

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