Hannah Kane: Kayaks, Nachos, Pipelines, and Funnels, or: The Mofo Engagement Fall Work Week

Четверг, 02 Октября 2014 г. 03:55 + в цитатник

Last week, the Mofo Engagement Team and Friends (terrible band name) met in Toronto for some some serious boating, eating, and hacking.

Prelude: With some much appreciated assistance from Erika, I got over my fear of boats and managed to canoe up and down a bit of the Humber river during our pre-work week Super Engagement Team Fun Day. We may not have been fast, but we had style (assuming your definition of style includes crashing into the riverbank). Later, I tricked several of my co-workers into ordering giant platters of nachos at Sneaky Dee’s. It was a cheesy, oversized start to the work week.

On to the work-y part!

The agenda was ambitious. We had four concurrent tracks, each with their own projected outcomes:

The set-up for the End of Year fundraising campaign

The creative brief, RACI, and roadmap for the Fall Webmaker Sales Campaign

The 2015 Grants Pipeline

And the partnership strategy, systems, and sales team for growing Webmaker

Did we achieve what we wanted to achieve?

All that, and more.

The End of Year Fundraising team was on fire. The project had been well-prepped in advance, so the team was able to use the work week as a sprint and deliver a slew of prototypes and designs. They tackled the snippet, optimized donation forms including a brand new sequential flow, localization, the fundraising.mozilla.org website redesign, overarching branding, and even an awesome community marketing idea.

The Partnerships team had several rich conversations where they identified possible partners, clarified roles, and simulated the entire sales flow using human props, sticky notes, and impressive improv skills. (I left that session with a post-it note on my laptop that read, “Why would clown mentors come back to the site?” A question for the ages.)

A centerpiece of the Fall Webmaker Campaign is the post-sales funnel which includes custom partner landing pages and a choose-your-own-adventure style event wizard to help people get started with one of three easy/fun Maker Party events. The entire funnel got spec’ed and wireframed and the Event Wizard got some design love during the work week.

(Note: The Partnerships track and the Fall Webmaker Campaign track were largely merged into a single Fall Webmaker Campaign with elements including sales, marketing, design, and product dev. The campaign is focused on reaching our 10K contributor goal, and will leverage key partners with large networks. In addition to honing our value proposition to partners, we’ll also use the opportunity to refine our marketing funnel. Later, we’ll go out and introduce a broader addressable audience to the top of the funnel. At that point, there will be a clear distinction between sales and marketing, but for the Fall campaign, we’re working in tandem.)

The 2015 Grants Pipeline team got to spend some quality time with our brand new Salesforce installation. They make web-to-lead forms, trigger events, and dashboards seem downright glamorous!

Phew.

Does this seem like a lot of stuff? That’s because it is a lot of stuff! But never fear, it’s all summarized on the Engagement Team Workbench. (You can also see a complete list of what we delivered during the work week here.)

I was amazed at how much was accomplished during the work week. My co-workers are some of the raddest, most capable and action-oriented people I’ve had the privilege of knowing. Lucky me to be a part of it!