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What's in Store for Marketing Operations in 2021
This document summarizes predictions for marketing operations in 2021 from Adobe's Head of Marketing Operations. Some key points include: - Technology will continue enabling productivity but also blocking it if experiences are bad, especially for younger workers. Attention will be harder to focus with more distractions. - Virtual experiences have clear benefits but replicating in-person dynamics is difficult without awareness to ensure engagement. - Newly formed or existing remote teams face challenges like limited physical connection and inertia, requiring creative solutions. - Predictions for 2021 include precedent from the pandemic year, more available talent, expanded data privacy laws, and rapid innovation.
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What's in Store for Marketing Operations in 2021
- 1. What’s in Storefor Marketing Operations in 2021 Alex Fleming | Head of Marketing Operations Commercial – Adobe Digital Experience
- 2. ©2020 Adobe. AllRights Reserved. Adobe Confidential. Agenda • Introduction • Building for Success in 2021 • Implications of increased dependence on technology • Attention at a premium • Physical experiences transformed to digital experiences • Evolution of team dynamics & skillsets • 2021 Predictions
- 3. ©2020 Adobe. AllRights Reserved. Adobe Confidential. About the Speaker • Background in B2B Marketing Ops • Based in Colorado, with a team around the globe • View of the past year shaped by having school aged children learning virtually from highly skilled teachers (thank you!) Alex Fleming Head of Marketing Operations Commercial – Adobe Digital Experience
- 4. Building for Successin 2021
- 5. ©2020 Adobe. AllRights Reserved. Adobe Confidential. Technology- Enabler and Blocker of Productivity Dell & EMOTIV research* found: • 37% productivity increase when using newer, well integrated technology • Bad technology experience impedes employee performance by more than 30% • Younger demographics were more impacted by a bad tech experience *https://www.delltechnologies.com/en-us/blog/blog-better-functioning-tech-makes-for-less-stress-at-work/
- 6. ©2020 Adobe. AllRights Reserved. Adobe Confidential. Attention- Harder to FocusThan Ever Before Physical presence focuses mental presence So many distractions! Limit use of devices, attendees can be focused fully on the challenge at hand Benefits of bringing together global teams in real- time are clear, but distractions abound
- 7. ©2020 Adobe. AllRights Reserved. Adobe Confidential. Rapid Evolution ofVirtual Experience Virtual communication promise Virtual communication reality Obvious appeal- lower cost, expanded reach can drive larger audiences and break down physical barriers. Ideally, deep engagement from all participants Hard to replicate in-person dynamics, need strong awareness to ensure deep connections and great ideas aren’t sitting on the sidelines vs
- 8. ©2020 Adobe. AllRights Reserved. Adobe Confidential. Team Dynamics New/Forming teams: • Communication at a premium • Limited physical connection to employer • Natural formation of working groups needs cultivation and active management Existing teams: • Benefit of knowing how others like to work, engage and better grasp of strengths & weaknesses • Must find creative ways to break up the inertia to maintain the status quo
- 9.
- 10. ©2020 Adobe. AllRights Reserved. Adobe Confidential. Marketing Ops Predictions for 2021 | Precedented
- 11. ©2020 Adobe. AllRights Reserved. Adobe Confidential. Marketing Ops Predictions for 2021 |Talent available
- 12. ©2020 Adobe. AllRights Reserved. Adobe Confidential. Marketing Ops Predictions for 2021 | Data Privacy Expansion
- 13. ©2020 Adobe. AllRights Reserved. Adobe Confidential. Marketing Ops Predictions for 2021 | Rapid Innovation
Editor's Notes
- #11 Evolution/Precedented- use any word that you want, and to some degree what lies ahead is without a perfect precedent, but we’ve learned a ton in 2020 and can build on that in 2021. Unprecedented after a while caused a visceral negative reaction but the reality is that