03 OPTIMIZE OPERATIONS Connect with Teams The experience of Omio CMO Facundo Viguie and Stakeholders Aleman highlights the importance of being With changes in progress across the radically honest and transparent during this organization, staying on the same page as period. As a company in the hard-hit travel stakeholders outside of your marketing time is sector, Omio went through rapid changes to incredibly important. Supply chain disruptions, adapt to the new environment. This took a new or changed product offerings, and commitment to transparency: “We needed to be financial considerations will have implications transparent, honest and clear, and to make sure across teams. Stay connected to synchronize everyone understood the background to every operations. decision.” Communicate clearly and often, tightening Introducing new tools and frameworks, perhaps your meeting cadence with teams and informed by those you’ve used while working stakeholders to manage adjustments in real remotely, can be deployed to encourage a truly time. Daily check-ins with the teams you’ll cross-functional and collaborative working need to work with most often, like finance process, enabling you to move quickly and gain and product, are advisable at this point. The the insights and skills that aren’t available inside product team in particular should be brought your immediate marketing team. Collaborating in close, and be encouraged to work with you with data scientists to work through customer on adapting offerings or ideating on new spending patterns might be one example, concepts; disseminating the demand insights working with the development team to test and you’re continually generating to the rest of the implement ecommerce optimization would be company, particularly the operations team, will another. Put in place a loose but transparent help the whole company to allocate resources structure like the one below to encourage and budget effectively. accountability while staying agile. GRAPH 7 TEAMS Self contained x-disciplinary Agile, dedicated, pods pm, designer, data co-located teams scientist, engineers Break down silos across Marketing, Loyalty, CRM SYSTEMS 1 2 DATA Analytics, Creative Studio, Simple & robust data Ingest internal & external Digital and IT teams architecture for analysis data sources 1% rule & testing 1% gains every week, plus step-change insights to 3 double performance every year ORGANIZATION Freedom to experiment, move quickly & create access to capital