1. Add Immediate Value Identify the process and technology adjustments with the lowest costs and least pain to implement right away. Demonstrate wins quickly to gain acceptance and momentum.

2. Leverage Marketing's Unique Culture
Leverage marketer's flexibility to adapt to change, while helping to reduce their resistance to structure and process. Use process design techniques that support marketer's natural strategic, creative and visual capabilities.

3. Manage Complexity and Risk
Mitigate risk associated with marketing being a mission-critical function. Build in ways to manage and simplify the complexity associated with multiple channels and stakeholders.

4. Support Existing Business
Implement in a way that is most complementary to existing campaign execution. Manage integration with other parts of the organization. Demonstrate improved capabilities to gain stakeholder trust and acceptance.

5. Drive to Desired End
Result
Balance day-to-day commitment with project deliverables. Determine right mix of structure and flexibility in project implementation. Focus on end-game of implementing a toolset that enables the users to achieve marketing operations excellence.