Click here to close now.




















Welcome!

API Journal Authors: Elizabeth White, Carmen Gonzalez, Liz McMillan, AppDynamics Blog, Vormetric Blog

Blog Feed Post

2013: Prepare to Battle (for Market Share)

Dwight Eisenhower, World War II General and our 34th President, once said: In preparing for battle I have always found that plans are useless, but planning is indispensable.

Have you started planning out your 2013 initiatives? Maybe you have some rough ideas of what you’d like to accomplish but have not taken the time to really put together a plan. Trying to look a year out is especially challenging if you have spent most of 2012 “behind the 8 ball”.

Believe me, we’ve been there. Our 2012 plans took a big detour when we merged mid-year. In marketing, we dedicated a full quarter to the merger alone. Then, suddenly it was mid-October. Merger activities were complete and year-end was starring us in the face. We had ten weeks left in the fiscal year and had been treading water in our demand generation activities.

Step 2: Whiteboard any and all ideas. You can break your board up in whatever way makes the most sense for your team. We broke ours into 6 sections.

What did we do? We grabbed a marker and went to the white board as a team.
In just a few hours, we were able to identify and prioritize our future initiatives. What we discovered in the process is that the act of planning was as valuable as the end product. This is the method our team used—with great results—to brainstorm and organize ideas for our Q4 plan.

 

Step 1: Define measurable goals.
Before you can start any kind of planning, you must first decide what big picture items you would like to accomplish. Think of 3-5 measurable goals that you would like to reach, write them down, and then move to Step 2.

Step 2: Whiteboard any and all ideas.
With your marketing team, create a giant, working list of everything you can think of that you would like to do in 2013. These can be anything from basic house keeping items to the most outrageous marketing idea possible. At this point, you do not have to be too detailed as long as your team is on common ground with the scope of the project. For the Sales Engine team, we broke our board into six categories: Inbound, Outbound, Events, Blog, Content, and Miscellaneous.

Step 3: Plot effort vs. impact.
Once you have a list of the things you’d like to do in 2013, plot them on an Effort vs. Impact chart. You need to rank each item for how much effort must go into it to finish AND the impact that finished item will have on your marketing goals (Step 1). To make it easier, we started with three levels (Low, Medium, and High) and then became more specific from there.

Step 3: Plot Effort vs. Impact. To start, we broke each axis into 3 sections: Low, Medium, and High. Then, we got more specific from there.

Physically plotting these ideas on a chart provides your team with a clear, visual representation of what they want to accomplish and how hard they will have to work to get there. It will also help you prioritize initiatives based on the ultimate impact they will have on marketing goals. If there are low impact/ high effort activities, for example, you may move those to the bottom of the list.

Step 4: Consider resources.
Look at everything in your plan and determine where you may have a deficit in resources. You may not know your budget for 2013, but if high impact activities will require additional funding, you’ll want to start thinking about how to make that happen. Also, don’t forget about staff. If you have a big SEO project slated for Q1 but have not hired anyone to manage it, you may need to bump that project back to Q2.

You might also want to look at what marketing or organizational tools are out there. In Q4, we began using Rally, an agile planning tool, that has helped our team better organize our tasks, prioritize what needs to be done, and measure the effectiveness of our team and our initiatives.

Step 5: Commit to the plan and make it visible.
Take picture, write it out, and keep it in a central place wherever your team goes to collaborate on ideas. We use Central Desktop as our collaboration tool. When you are ready, share the plan out with your entire organization. This not only provides visibility between the departments in your organization, but it can also push your team to work a little harder now that the entire organizations holds the same expectations.

 

It’s a no brainer that planning makes goals more achievable, and it’s not just because you have a plan. Planning invariably helps us identify obstacles and challenges in advance and think through them when we are not under the pressure of an immediate deadline.

In today’s competitive environment, you really need to leverage any advantage you can find to help you win in the battle for market share. So, arm your team with some markers and head for the whiteboard.

Who was it that said, “I really wish I had not taken the time to plan in advance”?
No one – ever!

 

Share

Read the original blog entry...

More Stories By Emily Mayfield

Emily Mayfield, Director of Marketing at Manticore Technology, oversees strategy and execution for demand generation, public relations, and corporate communication. In her blog Funnel Focus, she explores best practices in marketing performance management, demand generation, and online marketing. Prior to joining Manticore in 2008, Emily was Director of Marketing at AHR, Inc, where she launched the company's nationwide online real estate education program and managed its e-commerce site. Emily graduated from the University of Texas at Austin with a degree in Corporate Communications.

@ThingsExpo Stories
The Internet of Everything (IoE) brings together people, process, data and things to make networked connections more relevant and valuable than ever before – transforming information into knowledge and knowledge into wisdom. IoE creates new capabilities, richer experiences, and unprecedented opportunities to improve business and government operations, decision making and mission support capabilities.
For IoT to grow as quickly as analyst firms’ project, a lot is going to fall on developers to quickly bring applications to market. But the lack of a standard development platform threatens to slow growth and make application development more time consuming and costly, much like we’ve seen in the mobile space. In his session at @ThingsExpo, Mike Weiner, Product Manager of the Omega DevCloud with KORE Telematics Inc., discussed the evolving requirements for developers as IoT matures and conducted a live demonstration of how quickly application development can happen when the need to comply wit...
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at @ThingsExpo, James Kirkland, Red Hat's Chief Architect for the Internet of Things and Intelligent Systems, described how to revolutionize your archit...
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
MuleSoft has announced the findings of its 2015 Connectivity Benchmark Report on the adoption and business impact of APIs. The findings suggest traditional businesses are quickly evolving into "composable enterprises" built out of hundreds of connected software services, applications and devices. Most are embracing the Internet of Things (IoT) and microservices technologies like Docker. A majority are integrating wearables, like smart watches, and more than half plan to generate revenue with APIs within the next year.
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Opening Keynote at 16th Cloud Expo, Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, d...
In his keynote at 16th Cloud Expo, Rodney Rogers, CEO of Virtustream, discussed the evolution of the company from inception to its recent acquisition by EMC – including personal insights, lessons learned (and some WTF moments) along the way. Learn how Virtustream’s unique approach of combining the economics and elasticity of the consumer cloud model with proper performance, application automation and security into a platform became a breakout success with enterprise customers and a natural fit for the EMC Federation.
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists addressed this very serious issue of profound change in the industry.
Discussions about cloud computing are evolving into discussions about enterprise IT in general. As enterprises increasingly migrate toward their own unique clouds, new issues such as the use of containers and microservices emerge to keep things interesting. In this Power Panel at 16th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the state of cloud computing today, and what enterprise IT professionals need to know about how the latest topics and trends affect their organization.
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society-changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his session at @ThingsExpo, Jason Mondanaro, Director, Product Management at Metanga, discussed how you can plan to cooperate, partner, and form lasting all-star teams to change the world and it starts with business models and monetization strategies.
Converging digital disruptions is creating a major sea change - Cisco calls this the Internet of Everything (IoE). IoE is the network connection of People, Process, Data and Things, fueled by Cloud, Mobile, Social, Analytics and Security, and it represents a $19Trillion value-at-stake over the next 10 years. In her keynote at @ThingsExpo, Manjula Talreja, VP of Cisco Consulting Services, discussed IoE and the enormous opportunities it provides to public and private firms alike. She will share what businesses must do to thrive in the IoE economy, citing examples from several industry sectors.
There will be 150 billion connected devices by 2020. New digital businesses have already disrupted value chains across every industry. APIs are at the center of the digital business. You need to understand what assets you have that can be exposed digitally, what their digital value chain is, and how to create an effective business model around that value chain to compete in this economy. No enterprise can be complacent and not engage in the digital economy. Learn how to be the disruptor and not the disruptee.
Akana has released Envision, an enhanced API analytics platform that helps enterprises mine critical insights across their digital eco-systems, understand their customers and partners and offer value-added personalized services. “In today’s digital economy, data-driven insights are proving to be a key differentiator for businesses. Understanding the data that is being tunneled through their APIs and how it can be used to optimize their business and operations is of paramount importance,” said Alistair Farquharson, CTO of Akana.
Business as usual for IT is evolving into a "Make or Buy" decision on a service-by-service conversation with input from the LOBs. How does your organization move forward with cloud? In his general session at 16th Cloud Expo, Paul Maravei, Regional Sales Manager, Hybrid Cloud and Managed Services at Cisco, discusses how Cisco and its partners offer a market-leading portfolio and ecosystem of cloud infrastructure and application services that allow you to uniquely and securely combine cloud business applications and services across multiple cloud delivery models.
The enterprise market will drive IoT device adoption over the next five years. In his session at @ThingsExpo, John Greenough, an analyst at BI Intelligence, division of Business Insider, analyzed how companies will adopt IoT products and the associated cost of adopting those products. John Greenough is the lead analyst covering the Internet of Things for BI Intelligence- Business Insider’s paid research service. Numerous IoT companies have cited his analysis of the IoT. Prior to joining BI Intelligence, he worked analyzing bank technology for Corporate Insight and The Clearing House Payment...
"Optimal Design is a technology integration and product development firm that specializes in connecting devices to the cloud," stated Joe Wascow, Co-Founder & CMO of Optimal Design, in this SYS-CON.tv interview at @ThingsExpo, held June 9-11, 2015, at the Javits Center in New York City.
SYS-CON Events announced today that CommVault has been named “Bronze Sponsor” of SYS-CON's 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. A singular vision – a belief in a better way to address current and future data management needs – guides CommVault in the development of Singular Information Management® solutions for high-performance data protection, universal availability and simplified management of data on complex storage networks. CommVault's exclusive single-platform architecture gives companies unp...
Electric Cloud and Arynga have announced a product integration partnership that will bring Continuous Delivery solutions to the automotive Internet-of-Things (IoT) market. The joint solution will help automotive manufacturers, OEMs and system integrators adopt DevOps automation and Continuous Delivery practices that reduce software build and release cycle times within the complex and specific parameters of embedded and IoT software systems.
"ciqada is a combined platform of hardware modules and server products that lets people take their existing devices or new devices and lets them be accessible over the Internet for their users," noted Geoff Engelstein of ciqada, a division of Mars International, in this SYS-CON.tv interview at @ThingsExpo, held June 9-11, 2015, at the Javits Center in New York City.
Internet of Things is moving from being a hype to a reality. Experts estimate that internet connected cars will grow to 152 million, while over 100 million internet connected wireless light bulbs and lamps will be operational by 2020. These and many other intriguing statistics highlight the importance of Internet powered devices and how market penetration is going to multiply many times over in the next few years.