The document discusses introducing "WebOps", which are practices that facilitate collaboration and automate processes to improve website development and release speed. It advocates for sales and marketing to fully own the website, with a dedicated cross-functional web team using a CMS, page builders, testing tools and CRM integration on an agile hosting platform. This WebOps model is positioned as enabling faster website updates, testing, and releases to better achieve marketing and sales goals compared to legacy IT-led models.

1. Communitech P2P
Unblock sales with WebOps
January 2020

2. ABOUT STRYVE
WEB-STRATIONS
WEBOPS
TECH STACK
FUTURE
Agenda.

3. About Stryve.
Stryve is a B2B digital marketing firm built for
companies looking to rapidly capture
opportunity. Our creative and digital demand
generation services are suited for
high-performing B2B marketing teams. We:
⬥ Build brands
⬥ Drive demand
⬥ Push change
We’re built to move quickly and
capture opportunity for our clients.

4. Our experience.

7. Optimization and Maintenance Issues

8. Why not?
Why can’t we launch pages faster?
Why does it take so long do design and launch a
web-page?
Why do we need to go to IT?
Why do we need to constantly get bottlenecked
on dev and IT?
Why can’t sales/marketing own the
web?
Websites are results machines. We should own the
experience

9. Legacy web thinking
is bottlenecking
innovation

10. I’m in sales. Why do I care?
You’re being bottlenecked and you don’t even know it.
Web experience drives leads
Demand gen requires sales + marketing + web execution
Sales should be quickly enabled by web teams. Launch, test, iterate
products, campaigns and collateral.

11. You should be able to:
● Be able to launch a landing page in 1-3 days
● Easily adapt a landing page to run A/B test
● Easily launch a new product page
● Have a fast website...all the time
● Drive organic leads through optimization
● Easily spin up a demand generation campaign
● Build a sales tool
● All with limited IT support

12. Website is your results
engine...keep it tuned.

13. Fully own the web
Sales and marketing need to fully own the
website, with IT acting as their partner.
They need the confidence to manage
production of the website, with control of
their own team of developers, designers,
and product managers responsible for
hooking up a stack of technologies and
making sure every sales / marketer is
empowered to use them, unencumbered.
They need to drive toward their goals for the
website in an agile, iterative way.

14. Introducing WebOps
WebOps is a set of practices that facilitates collaboration and automates processes to
improve the productivity of the whole web team from developers and designers to
content editors, stakeholders, and more.
The result is cross-functional web teams empowered to develop, test, and release
website changes faster and more reliably.

15. Legacy systems for legacy results
Legacy -IT Led WebOps
Leadership Product / IT Led RevOps driven (marketing, sales)
Team structure IT/Marketing hybrid WebOps (dedicated team)
Iteration cycle Big single release Perpetual beta
Dynamism Brochure-ish Revops machine
Hosting Host Platform
Technology Clunky CMS & CRM Enabled CMS, page builders, testing tools and
CRM integration

17. WebOps Structure
Team
- Dedicated web team (marketing, design,
dev)
- Accountability to web performance
Technology
- CMS + CRM + Page builder
- Hosting (design, build, test & measure)
Disposition
- Agile
- Marketing & sales empowered (nocode)
- Ugly babies
- Kill the approval

18. WebOps Accountability
Maintenance & Optimization
- Updates - Plugins
- Speed testing, mobile testing
- Design & messaging updates
Build & Launch
- Quick campaign builds
- Web updates
- Sales tools
- Content
Moment of Truth Management
- SEO / SEM
- Search Console, Business Listings

19. WebOps Tech Stack
CMS + Page Builders + Testing
Wordpress/WebFlow/Drupal/Shopify,
Optimizely, Hubspot/Marketo
Agile hosting
Pantheon, WPEngine
SEO / Performance
Search Console, Analytics, Yoast, New Relic
(advanced), SEMRush/Moz

20. WebOps People Stack
Accountable to RevOps goals
Marketing/Sales or digital marketing
All skill sets
Technical, design, strategy, copywriting,
marketing with a specialization in web
Disposition
- Web strategy and execution
- Autonomy & ownership
- Agile doers

21. The future is no code

23. As creating things on the internet becomes more
accessible, more people will become makers. It’s no
longer limited to the <1% of engineers that can code
resulting in an explosion of ideas from all kinds of
people.