The Odd Couple: Technology & Marketing Working in Harmony | Sitecore Virtual Summit

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The Odd Couple:Technology & Marketing Working in HarmonyKevin Hanley

VP Digital Marketing, Delphic Digital

Charlie Darney

Director of Web Development, Delphic Digital


But, First a Few Questions…

1. Is your role more Development or Marketing?

2. Within your organization, do you feel like Marketing and Development speak the same language? (Y/N)

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 3

So You Just Finished a Big Sitecore Build...


Here Is What Usually Happens



oooooh!Marketing



I’ll change this… and this… and

this… and this… and this… and this!























You can’t do that. We didn’t build it

that way.

Development











##$*&#$%^#!!!!



Well… you didn’t tell me you

wanted all that. Let’s figure out

what we can do.



Oh, okay. And sorry about that.

Thanks for understanding.




Here Is What Should Happen



What can I do for you in this new website build?



Here is the overall strategy. I want to be

able change this thing, and this, and this. Oh, and this other thing.



OK, we can do most of that. And to make it easier, why don’t we just

do this?



Great! Thanks so much!




So… What Goes Wrong?


Unclear marketing objectives

Limited time

Limited budget

Scope creep

Solution doesn’t support future marketing objectives

What Goes Wrong?


But We Have the Same Goal:To provide a frictionless experience for users that

transcends platform or channel


So if we both agree on the “why,” then what’s the issue?


I need to know what you want to do so I

can build it right the first time.


Align on objectives and goals and communicate the desired end result.


The Odd Couple


Odd Couples That Work












Oh, you didn’t know they dated?

40



Marketing vs. Dev

Defining objectives

Persona definition

Content scoring

Defining engagement

Measuring results

Writing code

Sitecore configuration

Scoring implementation

Testing

Stellar CX

Sitecore architecture


What information does the marketing team need

to give the development team in order to deliver

a finished product ready for exceptional

customer experience?

Contextual Marketing


Planning meetings

Documents needed: roadmaps, content plans, personas, etc.

People needed

Timeline

Measurement plan: how will we know if it’s working?

To Do Before a Build


While Development Is Happening

Progress check-ins

Let the dev team do their work


QA

Leave the emotion out of QA Put yourself in the marketer’s shoes


How is the site performing? Good, Bad & Ugly

What are the next steps?

Is personalization working as expected?

What needs to change?

Post-Launch Follow-Up


Takeaway 1:Marketing and Development need to learn to

speak the same language.


Takeaway 2:Marketing and Development need to

communicate throughout the build process.


Takeaway 3:While it’s fun to fight...


It’s More Fun to Win Together!


FOR DISCUSSION PURPOSES ONLY. Sitecore Confidential and Proprietary. © 2016 Sitecore Corporation A/S. All rights reserved.

Sitecore® and Own the Experience® are registered trademarks of Sitecore

Corporation A/S. All other brand and product names are the property of their respective

owners.