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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...
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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!
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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!
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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
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Here Is What Usually Happens
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Here Is What Usually Happens
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Here Is What Usually Happens
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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
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Odd Couples That Work
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Odd Couples That Work
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Odd Couples That Work
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Odd Couples That Work
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Odd Couples That Work
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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.
![Page 48: The Odd Couple: Technology & Marketing Working in Harmony | Sitecore Virtual Summit](https://reader031.vdocuments.us/reader031/viewer/2022021923/5a66b7b47f8b9a3c0e8b4c63/html5/thumbnails/48.jpg)
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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.