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

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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)

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So You Just Finished a Big Sitecore Build...

© 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. 4

Here Is What Usually Happens

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Here Is What Usually Happens

oooooh!Marketing

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Here Is What Usually Happens

I’ll change this… and this… and

this… and this… and this… and this!

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Here Is What Usually Happens

I’ll change this… and this… and

this… and this… and this… and this!

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Here Is What Usually Happens

I’ll change this… and this… and

this… and this… and this… and this!

© 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. 9

Here Is What Usually Happens

I’ll change this… and this… and

this… and this… and this… and this!

© 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. 10

Here Is What Usually Happens

I’ll change this… and this… and

this… and this… and this… and this!

© 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. 11

Here Is What Usually Happens

I’ll change this… and this… and

this… and this… and this… and this!

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Here Is What Usually Happens

You can’t do that. We didn’t build it

that way.

Development

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Here Is What Usually Happens

© 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. 14

Here Is What Usually Happens

© 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. 15

Here Is What Usually Happens

© 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. 16

Here Is What Usually Happens

© 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. 17

Here Is What Usually Happens

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

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Here Is What Usually Happens

Well… you didn’t tell me you

wanted all that. Let’s figure out

what we can do.

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Here Is What Usually Happens

Oh, okay. And sorry about that.

Thanks for understanding.

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Here Is What Usually Happens

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Here Is What Should Happen

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Here Is What Should Happen

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

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Here Is What Should Happen

Here is the overall strategy. I want to be

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

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Here Is What Should Happen

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

do this?

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Here Is What Should Happen

Great! Thanks so much!

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Here Is What Should Happen

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So… What Goes Wrong?

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Unclear marketing objectives

Limited time

Limited budget

Scope creep

Solution doesn’t support future marketing objectives

What Goes Wrong?

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

transcends platform or channel

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

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I need to know what you want to do so I

can build it right the first time.

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

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The Odd Couple

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Odd Couples That Work

© 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. 35

Odd Couples That Work

© 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. 36

Odd Couples That Work

© 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. 37

Odd Couples That Work

© 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. 38

Odd Couples That Work

© 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. 39

Odd Couples That Work

© 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.

Oh, you didn’t know they dated?

40

Odd Couples That Work

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Marketing vs. Dev

Defining objectives

Persona definition

Content scoring

Defining engagement

Measuring results

Writing code

Sitecore configuration

Scoring implementation

Testing

Stellar CX

Sitecore architecture

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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

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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

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While Development Is Happening

Progress check-ins

Let the dev team do their work

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QA

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

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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

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Takeaway 1:Marketing and Development need to learn to

speak the same language.

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Takeaway 2:Marketing and Development need to

communicate throughout the build process.

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Takeaway 3:While it’s fun to fight...

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It’s More Fun to Win Together!

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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.