Jeff Sauer (https://knowledge.land/ ) always has a valuable insight to share – it was a very informative event.
The tools tells us “what” but not “why” – at the same time, going beyond “what” is the key for adoption of the tools themselves.
What is important:
- Get buy-in
- Understand the tools
- Sharing the results
How to get buy-in? Use the approach: is what I am saying “boardroom worthy?”
- What are the objectives of the company?
- What benefits will they receive?
- Will they understand the terms?
- Point out the facts and share case studies
- Predict the value you will bring to the table (increase profit by x%…)
- CFO will want numbers to support your arguments
Use Frameworks (people love them!)
Goal > KPI > Give each KPI meaning
Targets > Tactics > Teams (Marketing IT, Vendors, etc.) > Tools (the last thing!)
Understanding your tools
Strategy first > tools last
Old principle: spend 10% of budget on tools and 90% on people
The only constant is change…
Jeff is a champion of GTM (as many people in the field). “If something interesting will come out next year, it will be possible to track with GTM…”
What developers hate doing:
- front-end development
- tagging marketing campaigns
New tool to check – Snow Plow analytics (the tool allows to aggregate data in a data warehouse to perform any needed analysis with additional data sources.
The dream of the tool to do everything… is just a dream…
Share the results
- What you say is important
- What you don’t say is even more important
- Do not share your work – share the insight
- Find champions in your organization (you personally may not be as respected in the organization as necessary to see the value of your work)
- Assume others will see your work (is it your best work?)
- Remove ambiguity
- Smart people act dumb (if you are the smartest person in the room, look like an idiot – people do not want to be threatened)
- Every slide of your presentation should have an insight
- You do not need to show people the details – do more by doing less