conquering marketing projects with collaborationmkt.clarizen.com/rs/clarizen/images/final-conquering...

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#ClarizenAtWork15 v www.clarizen.com!

Conquering Marketing Projects with Collaboration



Featuring:

Dorian Usherwood Executive Creative Leader

Equifax

Lori Bush Shepard VP of Corporate Marketing

Clarizen


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Agenda

!  Ideation to execution in marketing

!  The Equifax story

!  Collaboration that drives results –

Clarizen’s use of Clarizen


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Idea creation to execution … and all of the iterations in between

EXECUTION

IDEATION

Transparency

Communication

Idea Sharing

track

complete

innovate



The Equifax story


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Production shop

Our team transformation

Production design

Metrics/tracking

Flexible staffing model

Services are media agnostic

Process facilitated by technology

Formal account management

Experienced Creative Director

Execution of approved concepts

Content development & creative Ssrategy

Project estimates & creative briefs

Strategic partner

Tier 3 Projects Tier 2 Projects

Department initiatives governed by strategic plan

Tier 1 Projects


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Transformation roadmap

!  Why Clarizen Collaboration gap The New Core Growing the Core

!  Collaboration across Marketing Same team - knowledge gaps Same campaign - duplicate efforts

!  Collaboration globally Flexible staffing model

!  Aha moments Flexible staffing model



Why Clarizen


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Previous state

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Isolated from collaboration


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Creating a new normal

Current state


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Growing the Core

Future state



Collaboration across teams Method to the Madness


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No collaboration breeds disaster


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Healthy hand-offs



Collaboration globally Working across borders


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Expanding the Core globally

FLEXIBLE STAFFING MODEL


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Tiered project approach


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Internal agency

All tiers

•  Internal creative strategy •  Internal SME •  Internal creative execution


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External agency

Tier 1 projects

•  External strategic creative execution

•  Internal SME


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•  Internal creative strategy •  Internal SME •  External tactical creative

execution

Freelance resources

Tier 2 and 3 projects



The benefit Why Clarizen works


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Time to celebrate!

50%

75% more

25% more


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Cross-functional team Product marketing Marketing communications Creative services Sales training

17 unique projects in the program 3 videos 2 info-graphics 2 brochures 9 product books (5 printed, 4 digital) 1 sales portal

Proof points

2015 Sales Enablement Program


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Proof Points

2015 Product Guides



Collaboration that drives results at Clarizen


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Create Awareness

Inspire Confidence

Build Loyalty

Corporate Marketing Mission


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Customer Marketing

Creative Services

Corporate Marketing

Tiny-but-mighty corporate marketing team


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Essential elements for success

Success

Global collaboration

Knowledge transfer

Reduce, reuse, recycle

Internal/external

alignment


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•  Customer events (like this one!) •  Global public relations •  Web site •  Product launches •  Analyst relations •  Customer success support •  Sales support •  And the list goes on!

29

Key initiatives



An inside look


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•  Global collaboration •  Knowledge transfer •  Product launches •  Web cases •  This conference!

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You’ll see how we manage…


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Ideation to execution … and all the iterations in between

32

EXECUTION

IDEATION

Transparency

Communication

Idea Sharing

track

complete

innovate


#ClarizenAtWork15 Copyright © 2014 Clarizen. All rights reserved !!

Copyright © 2015 Clarizen@Work. All rights reserved !#ClarizenAtWork15

Thank You

Dorian Usherwood Creative Services Leader, Equifax

[email protected]

@thebrandshrink

Lori Bush Shepard VP Corporate Marketing, Clarizen

[email protected] @LBShepard

conquering marketing projects with collaborationmkt.clarizen.com/rs/clarizen/images/final-conquering...

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