Hi, I am Marion Gamel. I am the CMO of the online gaming International Group, Betsson. Before that I was lucky enough to be part of an amazing team and culture of best in class marketers at Google, I also worked at Eventbrite with incredibly talented people. My ambition is to turn Betsson into one of the best schools of marketing worldwide, to be regarded just as highly as Google has been and prior to that, P&G and Unilever.

So how do we go about it? How do we become the top place to work for the most talented marketers? How do we push ourselves to achieve more?

I’ll start with a personal confession. Deep down, I’m actually quite a disorganised and lenient person! But I’ve overcome this trait by structuring my life, beginning with my work. I create a clear roadmap of goals, projects and deadlines. I use tools that empower me and focus on data that informs me. It is these numbers and tools that help me achieve, grow and gain confidence.

What kind of numbers you may ask? Let me show you.

Over the next few weeks I will share some numbers and formulas—and with them philosophies—that have helped me grow and evolve. I hope they can do the same for you, your career and your organization!

70/20/10. This is something I learned at Google. As Googlers, it was the way we were encouraged to spend our time. What does it mean? I’ll break it down for you:

70% of your time is spent doing your job, reaching your approved objectives within the agreed timeframe and budget. If possible, trying to blow your target (because it’s more fun that way!)
20% of your time is spent on innovation, such as testing new campaigns, new approaches, new partnerships or platforms. Basically trying to find the next amazing branding, acquisition or retention campaign. While you will have to build a solid business case to get some testing budget, this is always a real option for you.
10% of your time is spent thinking. That’s right, just thinking. Thinking about all you can do to help enable innovation, allowing and giving time to think about great ideas. You might be thinking, shouldn’t you always be doing this? Yes, but it can be difficult. Have you ever had a great idea while furiously answering 10 emails per minute? Probably not. Some people get ideas while driving, running, listening to inspirational speakers at events, attending concerts. This time is meant for you to introspect a little in order to find out how you best allow free flow thoughts to come into your mind and then to be able to come back to us with a brilliant business idea.

Start to think about your time like this. It might be best to zoom out and think about your month. Are you spending a few hours each month thinking? Attending a conference or an event or doing whatever it is that helps inspire you? Are you spending even more time than that actively trying to innovate? Testing and trying new things? Pushing what your department does to the next level?

It’s always hard to prioritize components that are additional to your actual day to day job, the 70%, but it’s worth it because ultimately the 20% and the 10% will enhance the 70%, your career and even the organization as a whole.

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