The digital marketing organization at VMware recently transformed the way it does business by migrating to a new tracking tool for all incoming requests. The team is responsible for all of VMWare.com, which is available in 13 languages, 40 countries, and produces over 20K unique pageviews in addition to other microsites. These sites support over 6 million unique monthly visitors worldwide, so it was no small task to make this change. The team chose JIRA Service Desk Cloud with Service Desk to fill the need. Digital Marketing supports the entire marketing organization of 600 people. By providing a simple self-serve submission method, automatic routing, and clear channels of communication the team was able to increase their capacity by 450% (from 100 to 900 monthly requests) and decrease their SLAs by 58% (shaving off 4 days). Both huge wins! Learn how spending less time managing requests helped us focus more on marketing personalization, dynamic content, and campaigns that directly impact the sales pipeline. Products covered: JIRA Core, JIRA Service Desk

1. SHAWN BUTLER • MANAGER, DIGITAL MARKETING • VMWARE
Self-Serve Digital
Marketing at VMware

2. Introduction
• Shawn Butler
• Manager, Digital Marketing, VMware
• sbutler@vmware.com
• 650-427-2920

3. VMware.com Footprint
42 Site Locales
19 Languages
20,000+ pages
> 6 Million Monthly Unique
Campaign Microsites
Full Personalization & Analytics

4. VMware.com Support Teams
Local Project/Program Management
Content Strategy Experts
IT and Dev Support Teams
Off-Site Augmentation
External Vendors
Localization / Globalizations

5. Does this look familiar?
Lead
Content
Writers
Strategist
Product Marketing
Launch
Manager
PM’s
Analyst
Producers
Launch
Launch Manager
Region
Marketing Manager
Linguistic
Lead Translators
Press and Events
Launch
Manager
PM’s
Production
Analytics

6. Why a new tool?
• One tool
• Consolidated Source of TruthCentral
• Clean, Intuitive Interface for requestors
• Increased Efficiency managing requests/projectsSimple
• As-A-Service access (Cloud Based)
• Easy Signup for internal and external teamsAccessible
• Reporting, Dashboards offer insights
• Management awareness to aid decision makingVisible

7. What do we hope to accomplish?
Increased Efficiency
• Easy access to work history
• Full tracking of all requests
• Simple project management
• Improve & Encourage collaboration
Decrease SLAs
• Faster turn-around
• Optimize workflow
• Allow for larger request capacity
GOAL: 20% gain
in ticket volume

8. Research
Solution Simple Form BU DashWorkflow Access Custom Reports Tickets Projects Routing Eval QA/UAT
Tool
Ease of
Use
Easy to
Learn
Asset
Storage
Loc Weeks
Clarizen 2 3 aaS 4
PPM / HP 5 4 Server 6
HelpNow 3 4 Server 12
JIRA 5 4 aaS 4
SFDC (Iternal) 2 3 Server 2
MantisBT 2 3 Server 12
Principle Requirements Process Improvements Integration

9. How?
Customer
Facing Portal
Project
Management
• Central Request Portal
–Simple, Easy
–Ready Out of the Box
–Self-Serve Dashboard
–Production Queues & SLAs
–Cloud Based
• Manage the Complex
–Special / Large Projects
–Custom Scope,
Workflow
–Cross Functional
–Run by a dedicated PM

10. Customer Interface
• Mantra: Easy as Email
• Super Simple forms
• Instant User Access
• Request Status Dashboard

11. Balancing Act Optimization
• More Process
–More detailed reporting
–Tracking Hours
–Status Reporting
–Management Visibility
• Keep it Simple
–Encourage Use
–Accessibility
–Less Training for All
SimplicityProcess

12. Simple Request Workflow
Accounts for over 90% of workload
Maintenance Requests
Small / Simple Projects
Supply Chain Changes
Graphics, Assets, etc
Communications
Auto-Notify key stakeholders
Ability to CC other users
Used By
Customers
Web Production Team

13. Project / Launch Workflow
Repeatable Project Creation
Project template and auto-assigned workflow
Data-Upload for tasks with URL, Assignee, etc
Used for launch project requests
Full localization capability
Status used for reporting and task assignments
Optional Change Management
Used By
Project Managers
Production, QA and Marketing Managers

14. Efficiency Gains
Multi-Tool Process
External
JIRA Single Tool Solution
BU creates
PPM Ticket
WMM
Reviews
Ticket
Production
Ticket made
in Clarizen
Work
Completed
Clarizen
Ticket
Updated
WMM
Notified of
Completion
PPM Ticket
Updated
Requestor
Notified of
Completion
BU creates
JIRA Ticket
Beat Reviews
Ticket
Work
Completed
Requestor
Notified of
Completion
Graphic
Requests
Email
Requests
UAT and
Sign-off

15. Speed and Capacity Improvements
Time Savings (7 to 3 day Reduction)
Volume Increase (200 to 1000+ Tickets)
Improvement sustained in future quarter
New SLAs met 99%
58%
5X

16. A Bright Future
JIRA
Webteam
Web
Graphics
Web Dev / IT
Globalization
Creative
Services
Partners
Metrics
Future Integrations
Enabled
Over time, we hope to
expand the tool to
become a single and
central system for all
cross-functional work
across multiple teams.

17. Lingering Top Challenges
No Single-Sign-On or Active Directory support currently
- On Atlassian’s radar for future implementation
Limited integrations available for Cloud instance of JIRA
- Custom emails, CSS, etc - can not be modified in this Cloud version
Payment Options
- Atlassian prefers credit card, VMmware prefers PO
Storage of assets
- JIRA can store up to 25GB of data for the attachment of files

18. Questions?

19. Thank you!
SHAWN BUTER • MANAGER, DIGITAL MARKETING • VMWARE