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

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The relationship between technology and marketing is a special one. Marketers have great ideas and technologists make them happen. But, what conversations need to happen to before and during development to achieve both teams’ goals?

In this Sitecore webinar, Delphic Digital's VP, Marketing, Kevin Hanley, and Director of Web Development, Charlie Darney, team up to share how to utilize Sitecore’s built-in personalization and tagging tools to reach your business goals and achieve your marketing objectives.

Listen to the full webinar here: https://youtu.be/c4mYnO_2m90

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

  1. 1. © 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. The Odd Couple: Technology & Marketing Working in Harmony Kevin Hanley VP Digital Marketing, Delphic Digital Charlie Darney Director of Web Development, Delphic Digital
  2. 2. © 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. 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)
  3. 3. © 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...
  4. 4. © 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
  5. 5. © 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. 5 Here Is What Usually Happens oooooh! Marketing
  6. 6. © 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. 6 Here Is What Usually Happens I’ll change this… and this… and this… and this… and this… and this!
  7. 7. © 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. 7 Here Is What Usually Happens I’ll change this… and this… and this… and this… and this… and this!
  8. 8. © 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. 8 Here Is What Usually Happens I’ll change this… and this… and this… and this… and this… and this!
  9. 9. © 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!
  10. 10. © 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!
  11. 11. © 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!
  12. 12. © 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. 12 Here Is What Usually Happens You can’t do that. We didn’t build it that way. Development
  13. 13. © 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. 13 Here Is What Usually Happens
  14. 14. © 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
  15. 15. © 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
  16. 16. © 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
  17. 17. © 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 ##$*&#$%^#!!!!
  18. 18. © 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. 18 Here Is What Usually Happens Well… you didn’t tell me you wanted all that. Let’s figure out what we can do.
  19. 19. © 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. 19 Here Is What Usually Happens Oh, okay. And sorry about that. Thanks for understanding.
  20. 20. © 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. 20 Here Is What Usually Happens
  21. 21. © 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. 21 Here Is What Should Happen
  22. 22. © 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. 22 Here Is What Should Happen What can I do for you in this new website build?
  23. 23. © 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. 23 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.
  24. 24. © 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. 24 Here Is What Should Happen OK, we can do most of that. And to make it easier, why don’t we just do this?
  25. 25. © 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. 25 Here Is What Should Happen Great! Thanks so much!
  26. 26. © 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. 26 Here Is What Should Happen
  27. 27. © 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. 27 So… What Goes Wrong?
  28. 28. © 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. 28 Unclear marketing objectives Limited time Limited budget Scope creep Solution doesn’t support future marketing objectives What Goes Wrong?
  29. 29. © 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. 29 But We Have the Same Goal: To provide a frictionless experience for users that transcends platform or channel
  30. 30. © 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. 30 So if we both agree on the “why,” then what’s the issue?
  31. 31. © 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. 31 I need to know what you want to do so I can build it right the first time.
  32. 32. © 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. 32 Align on objectives and goals and communicate the desired end result.
  33. 33. © 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. 33 The Odd Couple
  34. 34. © 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. 34 Odd Couples That Work
  35. 35. © 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
  36. 36. © 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
  37. 37. © 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
  38. 38. © 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
  39. 39. © 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
  40. 40. © 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
  41. 41. © 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. 41 Marketing vs. Dev Defining objectives Persona definition Content scoring Defining engagement Measuring results Writing code Sitecore configuration Scoring implementation Testing Stellar CX Sitecore architecture
  42. 42. © 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. 42 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
  43. 43. © 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. 43 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
  44. 44. © 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. 44 While Development Is Happening Progress check-ins Let the dev team do their work
  45. 45. © 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. 45 QA Leave the emotion out of QA Put yourself in the marketer’s shoes
  46. 46. © 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. 46 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
  47. 47. © 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. 47 Takeaway 1: Marketing and Development need to learn to speak the same language.
  48. 48. © 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. 48 Takeaway 2: Marketing and Development need to communicate throughout the build process.
  49. 49. © 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. 49 Takeaway 3: While it’s fun to fight...
  50. 50. © 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. 50 It’s More Fun to Win Together!
  51. 51. © 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. 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.

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