In a nutshell – June Event notes, resources and networks.
Great to see you if you managed to make it along to one of our events in the last two weeks. I’m sure with all the networking you probably didn’t have time for notes, so we’ve pulled something together for you. Even if you didn’t manage to make it at all, here’s the cliffs notes for you to check out. All the links to the presenters, presentations and key insights are summed up in one pithy little post. Enjoy!
CHRISTCHURCH TECH MARKETERS JUNE MEET UP
Tue 19 June 2018, 4:30 PM – 5:30 PM
Topic: Case studies and conversations with local marketers.
Speakers:
Penny Bateman, Wyma Engineering – Group Marketing Manager
Frith Eames, SKOPE – Digital Marketing Manager, LinkedIn
Brooke Hand, Tait Communications – Marketing CRM Analyst, LinkedIn
Key insights:
One of the key issues that marketers
face is getting buy in from senior management. One way that all of our presenters have overcome this is to understand what metrics they are looking for, and delivering regular reporting to them with as much relevant information as possible and refining as they go
along.Videos is a key tactic everyone uses and there is a huge range in the value of production. You don’t have to spend a lot of money to create a good, usable video.
Tait Communications have created an Academy with courses, certifications, resources and forums which has seen a massive increase in the engagement with content.
Want to loop back with the TMG organisers – follow up with Owen (LinkedIn) and Claire (Twitter, LinkedIn)
Some great articles we recommend for further reading:
HBR: Importance of Sales Support
Chartio: How ops builds rocketships in SaaS
Insight Squared: Should Sales & Marketing Ops Merge?
Alexandra Group: Sales Ops Trends
McKinsey Group: Cutting Sales Costs – not revenues
The 9 Marketing Disciplines of great SaaS companies
AUCKLAND TECH MARKETERS JUNE BREAKFAST
Wed 27 June 2018, 7:30 AM – 8:30 AM
Topic: Revenue operations: the lynchpin across the entire customer journey
Speakers:
Cath Carlsen, Vend – Director of Marketing Operations
Fallon Savery, Auror – VP Sales Operations
Presentation summary:
Revenue operations sits at the intersection of marketing & sales ops – taking the best of both worlds and combining them with a strong focus on supporting the entire customer journey
The purpose of operations is to enable revenue focussed departments to move quickly. For Vend specifically, the purpose is to collaborate effectively, make decisions efficiently and to scale quickly.
Why this is important is it enables your company to do more, with less and scale. Add efficiency rather than headcount. As you scale you start to become CAC heavy, operational insights help you align sales execution with marketing efforts
It enables you to continually experiment with sales without impacting your sales force (i.e. you can test new revenue opportunities before rolling them out to the wider teams)
Always build out new processes that are aligned to the customer journey
Introduce a service level agreement (SLA) to ensure you’re striving to achieve the same goal and standardise everything (i.e. definitions, lead targets and quality, sales cadence)
Operational support should be added before operational headaches (i.e. when your productivity gains decrease)
50-60% of your revenue team should be in supporting roles
Administrational
Operational
Management
Analytical
To request a copy of the presentation please email us.
WELLINGTON TECH MARKETERS JUNE BREAKFAST
Thu 28 June 2018, 7:45 AM – 9:00 AM
Topic: The power of storytelling – advice and lessons learnt the hard way.
Speakers and Presentations:
Pat Macfie, Xero – Global Media Director, LinkedIn, Twitter.
Key insights:
Creating content that cuts through the sheer proliferation of information and “sea of sameness” is one of the greatest challenges in front of marketers in reaching and moving audiences today. And application of creativity and storytelling are just table stakes for marketers today – we need to do more than this.
But how do we create content that really cuts through? Pat tells us the secret to doing this doesn’t lie in the tools we use – these bring incremental gains, for sure, but they aren’t the key.
Creativity is the hack we need to get ‘return on content’. We need to dare to be different and have the courage of our convictions in following through on being different (because we all know what it’s like to have ideas that are “different” and then experience death by committee, or have the difference diluted throughout the various stages of execution until the final product resembles the very same thing you’ve done in the past). Pat’s analogy here is that we all need our own equivalent of his orange hat – the thing that sets him apart from the crowd.
As marketers, how do we operationalise creativity and build it into our daily practice? Operational creativity sounds like an oxymoron, but Pat’s whole team does this by committing time every day for creative ideation – making time to build creative muscle and prioritise creativity as a discipline. Because, as Pat says, there’s no telling where the next winning creative idea might come from.
To request a copy of the presentation, please email us. Some tools and sources of inspiration Pat mentioned to help your team get its creative juices flowing:
Edward de Bono’s advice on creative thinking. Want to see what else the TMG are planning? Check out our TMG LinkedIn group or become a member so you can attend more of these events at a knock-down price (and meet great people who are interested in the same things you are)!
