This document discusses adopting Sitecore functionality in an agile manner. It notes that while customers have big ambitions for advanced experience marketing, only 20% of Sitecore's potential is currently being used. Reasons for this include being overwhelmed by possibilities and difficulties translating functionality. The document advocates an agile approach of validated learning, customer-focused collaboration, and adaptive iterative campaigns. It provides examples of focusing first on the part of the customer journey with the most potential return, having a multidisciplinary team, and defining user stories and hypotheses with testable scenarios to measure success.

2. Sitecore Agile Marketing
Sitecore Summer Camp 2015
Sebastiaan Bode (eFocus)

3. DMS adoption:
What we see with our customers

4. 80% of Sitecore marketing potential
is not being used

5. The experience marketing possibilities are key differentiators
for our customersto chooseSitecore

6. They have big ambitions in using advanced experience marketing
techniques in the exploration and conceptphase

7. Why?
• Too muchpossibilities at once: paralysis
• Difficult to translate functionality tocustomer
perspective (WIIFM)
• Lack of customercapabilities & commitment
• Budget choices: Creatingfunctionality above
configuration of marketing
• Technical hiccups slow downthe adoption
process
• Time/priority by marketing: daily business vs
new possibilities
• Prerequisites cost an awful lot of time
• …
expectation
reality

8. Counteringthis: Agile marketing

9. • Validated learning overopinions and conventions
• Customer focused collaboration over silos and
hierarchy
• Adaptiveand iterativecampaignsoverBig-Bang
campaigns
• The process of customer discovery overstatic
prediction
• Flexible vs. rigid planning
• Responding to change overfollowing a plan
• Many small experimentsover a few large bets
Which Sitecore capabilities shouldweadopt
quick and easy and create the mostvalue
in managable chunks of work?
Agile Marketing… …for Sitecore
*http://agilemarketingmanifesto.org/

10. #1 Sitecore functionality vs the customer journey

11. Digital tactics
Pitch product Optimized order flow
Use principles ofinfluence to generatedemo requests
Product USP’s matched to customer segments
Detailed &enriched product
information
Convince of product
quality
Generate demorequestsCreate awaremess Converttocustomers
Create loyal customers
(retention)
Create shortlist Producttry-outOrientation Make well informed decision
Getthe mostoutof
product
Org. objective
Journeyphase
Performance
(conversion rate)
Trigger based campaign by
using usage data
80% 10% 5% 3%
Customerjourneyexample:a Dutch educational publisher
Phase with most potential

12. Marketing taxonomy
Experience profile
Personalisation -
Rule based
Sprint 1
Personalisation -
Profiling
Testing A/B Sprint 1
Testing - Multivariate
Engagement plan
Digital tactics
Pitch product Optimized order flow
Use principles ofinfluence to generatedemo requests
Product USP’s matched to customer segments
Detailed &enriched product
information
Convince of product
quality
Generate demorequestsCreate awaremess Converttocustomers
Create loyal customers
(retention)
Org. objective
Performance
(conversion rate)
Trigger based campaign by
using usage data
Translate tactics to
Sitecore capabilities
80% 10% 5% 3%
Customerjourneyexample:a Dutch educational publisher
Create shortlist Producttry-outOrientation Make well informed decision
Getthe mostoutof
product
Journeyphase

13. First focus on that part of the
customer journey where ‘simple’
Sitecore capabilities add the most
value.
And only configure the bare
minimum of preconditions.
Takeaway

14. #2 People & processes

15. Create and share
a supported product vision

16. Atrue multidisciplinary team:
Marketer and developer skills go hand in hand

17. Define the businessvalue ofyour product and appoint an owner
of the results and needed DMS capabilities to optimize the results

18. Using DMS is often being seen as a
‘marketing thing’.
But creating a common
understanding of both the business
and technical side with the whole
team stimulates creativity in getting
the most out of the capabilities.
Takeaway

19. #3 User stories & hypotheses

20. Always start with the added value: use hypothesis to backup
WHY you want to use certain Sitecore capabilities

21. Define marketing/DMS requirements as separate user stories
or as acceptation criteria (e.g.‘should be A/B testable’)

22. Always include a (testable) scenario in user stories that states
the desired outcome& measurement to test the hypothesis

23. Development User Stories
Low level
Relatively many
Left brain
Deliver functionality
Marketing User Stories
High level
Relatively few
Right brain
Deliver outcomes & insights
Marketing user stories

24. A Marketing Story example

25. Hypotheses:
Visitors who experience a personalized offer convert more often than non-
personalized visits.
Story:
As a user I want to see holiday destinations that match my previous
behavior, so I can book a ticket without going through all the available
options
Scenario:
A visitor who has visited a specific destination should see tickets matchet
to that destination on the personalized homepage.
A marketer should be able to compare Engagement Value of personalized
homepage visitors and non-personalized homepage visitors

26. Always be able to test the
success of implemented
marketing initiatives (e.g.
compare personalized and
non-personalized visitor
experiences)
Takeaway

27. www.efocus.nl
@efocus
Thank you.