This is the last episode of this season of the 'Hello $FirstName' podcast. It consists of an audio book chapter - well two actually - namely...

CHAPTER 22: ACHIEVING ORGANIZATIONAL MATURITY FOR PERSONALIZATION - with the points:

• The glass ceilings and how to break them
• Breaking the glass ceiling between the Hack and Pack levels
• Stabilize the performance of your core platforms
• Transition your team of builders to a team of executors (Makers to Marketers)
• Secure resources for both campaigns and marketing automation
• Secure data quality and format for marketing automation
• Switch from a project-based to a hybrid operating model
• Change from a simple ESP to a real MAP
• Breaking the glass ceiling between the Pack and Stack levels
• Establish cross-functional teams
• Centralize data and insights
• Centralize production and orchestration of content
• Realign your incentives and personalization accountability around customer-centricity

and

CHAPTER 23: CONCLUSION

• Conclusion
• About the authors

The full book is available in print and kindle and can be bought here.

(or your local amazon...)

An abstract of the book can be downloaded here.

All models and illustrations from the book can be downloaded here.

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 21: ’GOVERNANCE.

Our special guest this week is Tina Lambert from Danish Industry. Tina is currently working as Head of CRM after many years within the political organization. Stakeholders wanting to inform all clients are many and the need for balancing priorities within CRM makes it necessary to rely on fixed processes and governance.

In the episode we cover the following points:

• Tina's background and career
• The importance of Governance in CRM and Marketing
• How data processing, privacy regulations, and consent management play into the CRM strategies at Danish Industry
• How the CRM department connects with both Legal, Procurement and IT
• How the CRM department interplays with other departments to get the client communications rolling
• What stakeholder strategies they use to align internally on customer communications and lastly...
• Tina's own favourite example of personalization that he has experienced personally

Based on Rasmus Houlind's book ’Hello $FirstName - Profiting from Personalization’

Watch the full Episode with video on Youtube here.

The full book is available in print and kindle and can be bought here.

(or your local amazon...)

An abstract of the book can be downloaded here.

All models and illustrations from the book can be downloaded here.

This week's episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely...

CHAPTER 21: GOVERNANCE

• How does governance apply within marketing?
• What is subject to governance when it comes to personalization?
• Governance topics imposed by law
• Data processing, privacy regulations, and consent management
• Governance topics imposed by other departments IT Governance
• Procurement processes
• HR policies
• Brand guidelines
• Governance topics you should consider imposing Personalization accountability
• Data operations
• Marketing operating model
• Contact and suppression policies
• Retail media policies
• Martech governance
• Maturity levels for governance

The full book is available in print and kindle and can be bought here.

(or your local amazon...)

An abstract of the book can be downloaded here.

All models and illustrations from the book can be downloaded here.