Skip to main content

Getting Leverage

I've been in blogging hibernation as I adjust to my new gig and am happy to be emerging finally, even if just for a bit.

I'm working on a new framework concept to help me organize all the different partners, vendors and volunteers and wanted to blog a little about how I plan to manage it all.

From an IT perspective, most folks start with an "infrastructure" and a basic architecture. I'm trying to figure out how to draw it, but I'm adding a few layers to this in order to both maximize my leverage. That said, I'm actually a marketing guy... so really, from a marketing perspective, I also need some sort of architecture.

First, I'm creating what I'm calling a "Marketecture," which essentially is a layer of marketing activities that should be plugged into both my technology infrastructure and my strategic planning. For example, how do we know who in our database is also a Twitter follower or Facebook fan? We don't. Or... who on our e-mail lists have which profiles and get which e-mail blasts? Right now, I have no idea and I'm starting to feel like a spammer. I'll need a robust set of marketing processes and to finalize this "marketecture" before we can really get going.

Second is what I'll awkwardly call a "Partnertecture," which of course is a fully leveraged and integrated set of partners, vendors and service providers. It's critical that everyone in our "stack" know each other and provide services throughout the entire marketing strategy. An example might be that I have pro-bono SEO person/volunteer who needs to interface with our digital agency, whom we're not directly paying for those types of services. Without leveraging partners across my strategies will create ineffective situations. I'll also be losing time and won't be able to easily untangle partners down the road.

I'll be noodling on these concepts a lot in the next few weeks as we turn up the heat on 2010 and lay down a path for rapid and dramatic growth over the next 3-5 years.

Comments

Syed said…
Hi Marc,

>>For example, how do we know who in our database is also a Twitter follower or Facebook fan? <<

This may be a late reply , but Microsoft CRM does provide this functionality.

Regards,

Syd Irfan

Lead Consultant

Association Manager™
http://www.associationmanagement-software.com/

Popular posts from this blog

What Would Google Do: Non-Profit Edition

I've been tweeting and yapping to friends about Jeff Jarvis's terrific book " What Would Google Do " even before I've properly finishing the thing. I sat myself down tonight and plowed through the last 100 pages where Jarvis examines different industries including automotive, manufacturing, telcom, healthcare and more to see what Google would do if they were in those businesses. On one hand, I was really hoping that Jarvis had taken a look at the non-profit sector given my personal history in the sector and my ongoing interest in how non-profits operate. I'll also note that I used to write a fairly well read non-profit marketing blog . Unfortunately, the book doesn't delve into this much, if at all. I thought, instead of a basic set of notes or a book review as I usually do that I'd jump back in time and take a look at the sector with fresh, and "Googley" eyes. If you haven't yet read the book, the basic premise is that Google fundamenta...

The Future of Non-Profit Fundraising is Already Here, and You Are Not Ready

This blog post is loosely transcribed from a talk I gave as part of a Future of Non-profits meet up hosted by my buddy  David Neff . I was asked to do no more than 5 minutes and came up with the following. I'm also posting my hand scribbled notes I used to plan the talk, may as well show you my doctor like scribble. The notes were written on my iPad mini using Penultimate in case you were wondering. And now... the talk... Hi everyone and good morning (In my head there is awesome music playing!). My name is Marc Sirkin and I'm currently a Director with PwC, focused on helping organizations transform their digital marketing and social media. I spent 10 years in the non-profit sector, with large health charities such as March of Dimes, The Leukemia & Lymphoma Society and Autism Speaks. Most recently, I've been volunteering and doing pro-bono work for much smaller organizations focused on mentoring and youth. Before I jump in, let me warn you, I'm extremely enam...

Yes, I worked at iXL

ixl Originally uploaded by msirkin . You know you remember iXL... yea you do... we bought every company with a pulse, went public and went bust. I've worked in a bunch of places including a Burger King (the manager told me I can take this job ANYWHERE I wanted - I quit after 2 weeks on Fry duty). I also delivered Domino's Pizza, did 2 ad agency internships and worked at a college bookstore. See more of my bizcards ...