Do you know how to develop a comprehensive approach to project management and how to build a roadmap with a realistic budget? Join this webinar and we will help you learn how to effectively track all your projects, assign ownership & allocate resources, document scope, budget and timelines from a digital & agile marketing methodology viewpoint.

1. Budgets, Roadmaps &
MarTech Project
Management
Suzanne Carawan
CMO

2. Agenda
 How Do People Work in Today’s World
 How Do We Think of Our Marketing Efforts
 How Do We Think of Our Goals
 How Do We Budget to Meet Our Goals
 How Do We Project Manage All the Moving Parts to
Achieve Our Goals
How Do We Build a Roadmap to Our Goals

3. Why Don’t Projects
Get Done?
How Do People Work in Today’s World

5. Know Your Personnel

6. How Do We Approach
Our Work?
Can We Step Back & Speak About the Work in Simple Terms

7. Marketing Efforts
New Lead Gen
HighRoad U
 Topic
Webinar
 Toolkit
 ILB
Website
Product
Offerings
Events
 Partner Lead Gen
 Conferences
 Webinar Programs
 Projects
 Co-Branded
Product Offerings
 Client
Communications &
Lead Gen
 Newsletter
 Press Releases
 Awards
 Speaking Sessions
 Case Studies
 Product Offerings
 Appreciation
Acquisition Affiliate/Vendor Relations Retention/Upsell

8. Other Efforts?
 Advocacy
 Industry Research
 Certifying Body
 Regulatory Body
 Fundraising Arm

9. How Do We Think of Our
Goals?
Out With BHAG. In With Bite-Size.

10. Goal Setting
 3 Year Plan
 “Digital Transformation”
 Grow by 20%
 Personalization
 Use Automation

11. SMART Goals
Specific
Measurable
Achievable
Results-Focused
Time-Bound ******

12. The Meaning of Time
 Generational
 Regional
 Cultural
 Socio-economic
 Industry-specific

13. Very Different Premises

15. Do We Know How to Budget,
Roadmap & Project Manage
in this Landscape?
Good Question.

16. Agile Mindset
Rapid. Responsive. Realistic.

17. Agile Origins
Agile Manifesto: 2001
http://agilemanifesto.org/
 Easy Read: https://www.visualstudio.com/agile/
 Software DevelopmentBusiness

18. Agile Methodology
 Start with SMART Goal
 Break into project
 Break project into pieces (sprints)
 Evaluate each day (scrum)
 Make adjustments
 Execute
 Evaluate

19. Marketing Campaigns
Revenue Purpose
Amount We Can Spend
Collection of Tactics
Positioning & Value Proposition
Creative
Project Management
Measurement
Make the Campaign Agile!

20. Budgeting Notes
 Do a Pilot Program to Set Baseline Data
 Prioritization:
 Internal vs. Market
 Efficiency vs. Revenue
 Want vs. Need
 Plan Budget by Year, Quarter, Month
 Give Yourself Budget to Experiment
 Iterate to the “Big Thing”

21. Every Campaign
Before: Planning
During: Execution
After: Evaluation
Event Example:
Before: Promotion
During: Live Event
After: Follow Up

22. Campaign ROI
Input Cost= Budget
Timeframe for Execution
Output=Revenue
How to maximize ROI?

23. Campaign ROI
Input Costs:
Cost of the Software
Cost of the Digital Advertising
Cost of Human Labor
Cost of Printing
Cost of Travel
Goal: Minimize our input costs
while maximizing revenue
COGS—
Cost of Goods Sold is the input
cost that we paid to get
marketing work done
Revenue—
Money we brought in

24. Campaign ROI
Output:
# New Contacts
# MQL
# SQL
# Deals
# Deals Closed
Total “New” Sales

25. Marketing Tools We Use
Project Management: Mavenlink
Could be:
-Sharepoint
-Basecamp
-XYZ
But Must Be Something!!!

26. Project Management
Agile PMing

27. Agile Marketing in Action
Scaled across team
Everyone is a marketing leader at the project level
Marketing Project Leader:
Takes point & works directly with executive sponsor
Creates marketing project brief & plan
Manages all aspects of the project to completion
Coordinates all schedules, communication and assets
Responsible for delivery
Prepares report for productivity and ROI

28. Project Management
 Specific function or expected skill?
 Agile and much faster
 Critical path important to agile
 Ability to adjust
 Input realistic factors (annual meeting, PTO, maternity
leave, board meetings)

29. Roadmap
Achieving Big Goals

30. Agile Roadmap
 Identify Big Destination
 Break down into chunks of goals
 Identify goal milestones
 Break down goals into projects
 Break down projects into tasks
 Execute tasks in uni-task way

31. Summary
 Self-Reflection
 Organizational Project Maturity Assessment
 Create a Budget, PM & Roadmap Framework
 Get to Know Agile
 Produce More with Less Stress/ Greater Buy-In/Results