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

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The Odd Couple:
Technology & Marketing
Working in Harmony
Kevin Hanley
VP Digital Marketing, Delphic Digital
Charlie Darney
Director of Web Development, Delphic Digital

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. © 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. © 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. © 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

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Here Is What Usually Happens
I’ll change this…
and this… and
this… and this…
and this… and this!

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. © 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. © 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. © 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. © 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. © 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

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Here Is What Usually Happens

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. © 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. © 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. © 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

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. © 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. © 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. © 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. © 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

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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.

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.

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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.