4 Ways to Bring Sexy Back to Governance

September 7, 2017 Heather Hurst

No matter the department you work in, I’m sure you want to create seamless experiences for your company and customers. That’s hard to do when so many groups contribute to success, but don’t always collaborate well together.

Enter governance, a central group that oversees standards and looks out for the best experiences of your customers (internal or external). Governance is a great idea, but is often implemented poorly, causing the group to become the scourge of the company that employees work hard to avoid.


See our post "Customer Experience is The New Marketing" to learn why Jay Baer believes a positive customer experience is crucial.


Scott Rosenberg, director of digital governance and operations at Intel Corporation, presented at Content Marketing World about how he and his team have rolled out a successful governance team at Intel that has 92 percent adoption—and internal customers saying things like, “if we’d had you a year ago, we could have rolled things out so much faster.”

Following are some of the key learnings Scott shared around how you too can make governance sexy within your organization.

1. Start With an Audit

Scott and his team knew they had a mind-blowing amount of content to manage when they jumped into this transformation project, so they wanted to start with data.

They had an outside team audit their content so they could understand how much was out there and whether or not it was tied to a corporate strategy.

2. Have a Helper Mindset

Knowing that “governance” is a cuss word in most companies, Scott and his team made it their mission to become a help to their customers, not a hindrance. The process and methods they built were all made with an eye to ensuring their customers would come back.

One transformational piece of their strategy was a common collaboration portal.

Accessible through a public website (so that agencies and freelancers could get access as well), the collaboration portal includes easy governance and process documentation, as well as an easy way to collaborate with the governance team.

3. Get Executive Buy-In

Before rolling out their governance plan, Scott and his team first met with company executives throughout Intel to explain their plans and answer any questions. Through that exercise, they received 100 percent support from the leadership of the company.

4. Roll Out to Your Customers

Beginning with a stop at finance/procurement, Scott’s team identified the people who had spent money on marketing content over the past couple of years.

Then they introduced them to the new governance process. Over time, as employees have realized how effective the governance process is, they also depend on employees to help evangelize their team internally.

Governance really can be something employees get excited about and want to include in their overall process. Just make sure you keep your customers in mind when you roll it out, and you too can have huge adoption.


Get our free ebook, How to Manage Digital Work Processes With Predictability and Speed, for tips on how you can better manage processes, including governance, on your team.

About the Author

Heather Hurst

Heather has enjoyed playing the game of marketing for the past 15 years, at the agency and corporate level, in both B2C and B2B companies. She's run PR campaigns that took her from the MTV Beach House to NASDAQ and many media outlets and content channels in between. She is currently the Corporate Marketing Director at Workfront.

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