Lecture Notes: ElitePoint Presentation on Workfront Implementation

Introduction

• Speakers: Jen Krempa (Chief Strategy Officer) and Julia Noonan (Marketing and Digital Technology group at ElitePoint)
• Company: ElitePoint, Adobe partner focusing on enhancing employee and customer experiences
• Event Agenda:
  • Interactive survey on Workfront usage
  • Discussion on challenges in marketing workflows and content management

Key Challenges in Marketing

• Personalization at scale and generative AI are disrupting marketing workflows
• Increasing content production demands on marketers
• Difficulty in retaining customer attention and investment
• Organizational challenges:
  • 86% of CMOs need to rethink organizational operations
  • 80% see visibility in projects as a challenge
• Inefficient traditional work methods (emails, spreadsheets)

Workfront as a Solution

• Implementation at Fannie Mae:
  • Initial team size was small, grew with product expansion
  • Need for a consistent workflow management tool identified
  • Workfront chosen for its ability to manage work lifecycle, provide visibility, and standardize processes
  • Benefits include collaboration, task management, and resource planning

ElitePoint Workfront Maturity Model

1. Initial Steps:
   • Intake management and simple task onboarding
   • Establish baseline visibility
2. Expansion:
   • Simplify and expand workflows
   • Increase visibility across teams
3. Automation and Integration:
   • Resource and capacity management becomes possible
   • Focus on portfolio and investment optimization

Fannie Mae's Journey

• Began with a broad implementation that was simplified over time
• Internal communication and dashboard setup for visibility
• Focus on making work processes simpler and more efficient
• Automation of repetitive tasks, such as project naming and task assignments
• Integration of Workfront with other tools like Outlook and OneDrive for legal review
• Emphasis on resource and capacity management

Change Management

• Importance of Change Management:
  • Need for buy-in, vision, skills, incentives, and ongoing education
  • Governance is crucial for ongoing support and success
• Julia's Approach:
  • Senior leadership support
  • Partner with change makers
  • Engagement through office hours and team meetings

Future Directions

• Focus on resource and capacity enhancements
• Simplifying templates and processes
• Visualizing resource constraints and planning
• Operationalizing governance and support structures

Key Takeaways

• The implementation journey requires simplicity, clarity, and realistic expectations
• Automation and integration enhance efficiency
• Change management and governance are critical to success
• Keeping it simple fosters better adoption and scalability

Conclusion

• Encouragement to connect with peers and share experiences in Workfront implementation
• Invitation to join an online community for collaboration and learning

Q&A

• Open session for questions and further discussion