Hosted at Perficient Milwaukee, Rick Bauer, Stephen Tynes, Nicolas Bordeleau & Isabel Tinoco along with the Sitecore UG Meetup presented a webinar to discuss Dev & Marketing perspectives along with a Coveo 4 update.

1. Milwaukee Sitecore Developers Meetup
@ Perficient Milwaukee with friends from Coveo
June 14, 2016

2. Introductions
Aligning Dev
& Mkt
Redefining
OTB
Search/Coveo
Current
Customer
Landscape
01
02
03
04
05
Agenda

3. About Perficient

4. Who We Are
Rick Bauer
Sitecore Marketing Consultant
Stephen Tynes
Sitecore Practice Director

5. Where You Are
Perficient Digital – Milwaukee
• Digital Strategists
• Design Pros
• Digital Marketers
Moving at the speed of culture to deliver exceptional customer experiences that translate to positive ROI.

6. Our Sitecore Expertise
• 2016 Sitecore Platinum Implementation Partner
• Multiple Sitecore Site of the Year awards
• Sitecore capabilities across the US, India, and China
• Sitecore framework, accelerators, and design patterns
• Awarded multiple Sitecore MVP designations
1 of 12
Sitecore Platinum
Partners
60
Certified Sitecore
Developers
Capabilities
• Digital Strategy
• User-Centered Design Approach
• Development and Integration – Search, Social, Ecommerce,
• CRM, LOB applications, native apps, SSO, DAM, etc.
• Infrastructure & Hosting
• Training & Change Management
• Production Support & Monitoring
Strong Partnerships
• CenturyLink Cloud, Coveo, Brightcove, Kapow & others
Solution Delivery
• On-premise & Cloud
• Responsive Design
• Mobile Design & App Development
• Actionable Analytics

7. Current Customer Sophistication

8. The Journey to the Journey
• Still often siloed
• Budgets and teams are limited
• Contextual landscape constantly evolving
• Want CX and need a solution

9. Existing Sitecore customers need help
• Education is often needed
• Version is out of date
• Only know Sitecore as CMS
• Lacking MongoDB
• Complete understanding of
possibilities with Sitecore is
missing…
But this is changing rapidly!

10. Connecting the teams
• The need for a connected experience is
understood. With success from Amazon,
AirBnB, Uber, and other disruptors -
moving to providing a contextually relevant
experience is now a top level objective.
• In the case of Sitecore XP - to best support
the maturity process, Developers and
Marketers need to have a mutual
understanding of capabilities, strategy, and
how they affect each other.

11. Sitecore Developers and
Sitecore Marketers

12. Developers understand
Sitecore is ultimately a tool for marketers to drive a content
and customer experience for the needs of their business.
Developers provide the foundation, the customization and the
resources to meet the specific needs of each organization.
Where developers typical live:
• Sitecore APIs
• MVC and web forms
• Layouts, sub-layouts, and renderings
• Configurations and data templates
• Sitecore pipeline, events, and notifications
• Integrations and external connectivity
• Workflow customizations

13. Marketers understand
Sitecore is a tool for them to quickly deliver content to their
customers but further they can test, personalize, report and
improve the experiences for their customers and ROI for their
organizations.
Where marketers typically live:
• Measuring engagement on the site
• Creating goals and value measurements
• Identifying components for A/B/N testing
• Creating user journeys and personas
• Contextual & predictive personalization
• KPI’s, analytics, and reporting
• Engagement automation
• Email, social, print, and web
• Search tuning and boosting

14. Defining expectations
The common ground lives in expectations. Sitecore XP demos (both corporate and partner)
provide a polished view into the life of a Sitecore marketer. With the ability to easily create,
edit, test, and personalize content.
It is a growing understanding only recently that this takes a lot of work by developers to deliver
this ease-of-use specific to their business needs. On top of that, seldom is their team ready in
both size and training.

15. To Be Successful with Digital Marketing…
• Must adopt a crawl, walk, run approach
• Need to know that no single Sitecore development is like
another
• Have to have a team in place to support content, testing
and personalization
• Understand that every additional app, connection,
customization and process takes time and resources
• Learn the basic structure of and relationships of their
framework to effectively communicate with Dev.
• Should lead with STRATEGY!

16. Strategy in brief
Sitecore XP done right is easy to use. While developers are planning,
sprinting and testing, marketers need to focus on strategy. Strategy should be
the hard part for the business (as comparted to the actual setup.
Strategy should be before, during and after development:
• Complete company buy-in on brand and CX
• User Journeys and Personas
• What business systems should be integrated
• KPI’s and Engagement values defined to match customers and business
• Key campaigns identified for early tracking
• Personas and other profiles (2-3 to start)
• Governance
All of this and more should be defined, ready to go at launch and will act as a
solid foundation which which to grow. It provides quick wins and long term
success.

17. Calls to Action
• Don’t treat the digital marketing functionality as something
to be considered after the “important stuff” is done
• Become familiar with what marketing users are expecting
including: Content Management, Goals, Campaigns,
Testing, Personalization, Predictive and Engagement.
• Seek out digital marketing specialists as part of your teams
• Familiarize yourself with the Sitecore readiness checklists
• Should push the importance of best practices for workflow
• Look to engaged with experienced digital marketers at the
outset of your project to ensure that digital marketing
objectives are being not only defined but met
• Be aware of all potential add-ons, enhancements and
upgrades and the value they can provide

18. Redefining OTB

19. Delivering beyond OTB
Some of the more common “must-haves” that help
drive home the value of Sitecore XP.
• EXM (Now 3.3) and planned to be OTB by EOY
• FXM
• PXM
• WFFM
• Campaign Creator
• List Manager
• Experience Extractor
• Device and Geo Location Detection
• Komfo and Google Apps
• Site Search

20. The Importance of Site Search
• Site search should not be an afterthought
• Search is the new nav
• Search is very mobile friendly
• Search results can drive personalization
• Great search experiences create loyalty

21. Coveo