Optimizing the Ecosystem€¦ · SMB Mid Market Large Enterprise $0 $30 MM $75 MM $200 MM $1...
Transcript of Optimizing the Ecosystem€¦ · SMB Mid Market Large Enterprise $0 $30 MM $75 MM $200 MM $1...
Optimizing the Ecosystem: Agencies, System Integrators, Services
and Point Solution Vendors
Charles HunsingerSVP/CIO
Chris SmithDirector of Ecommerce
Optimizing the Ecosystem is Critical
2IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem
Communication Throughout
is Key
3IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem
4IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem
• Who Do You Want to Work With (and Why?)
• Discuss Partner Capabilities/Technology
• Contract, Contract, Contract
• The Team and the Plan ARE the Project
• Are You Ready to Launch?
• The Finish Line is Just the Beginning!
AGENDA
Who Do You Want to Work With (and Why)?
Your new partner can change your company - and your career
Due diligence is critical
Discuss among your network – find others who selected or who DIDN’T select (and why)
Use 3rd party validation for larger investments
Can you pilot without commitment?
5
Marry
IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem
Discuss Partner Capabilities/Technology
• How do they address security? Do they meet your security standards?
• What do they do with your (and your customers!) data?
• Where will the solution be hosted?
• What are the performance characteristics of the solution?
• Do you understand your performance budget for the project?
• What partners do they interact with or depend on to deliver to you in real time?
• E.g., cookie management can be an issue if too many downstream providers
IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem 6
SMB EnterpriseMid Market Large
$0 $30 MM $75 MM $200 MM $1 Billion
Customer Tiers Annual Online Revenue
SMB: $0 – 30 SMB, Mid-Market: $25 – 75 MM, Large $60 – 200 MM, Enterprise $200 MM +
IRCE 2018- Ecom Tech Workshop Ecommerce Platforms Considerations and Tactics 7
**Not a complete list**
ECP Landscape by Market Focus
© FitForCommerce
Contract, Contract, Contract
• Define uptime, SLAs/response times for online services
• How fast do you need support or developmentto respond?
• Does your partner win if you lose?
• Especially important on services: are you paying for an effort, or an outcome?
• When do you get money back if the service/product doesn’t succeed?
• What will be kept confidential?
• Under what conditions (and costs) can you leave the project or service early?
8IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem
The Team and the Plan ARE the Project
• Are you bleeding edge, leading edge, or further back?
• Can your team match-up with the partner’s team?
• Don’t propose implementing in 4 weeks if that isn’t in the cards!
• You always want the partner’s ‘A’ team – ask for it and check their experience
• Ensure you have time to build/implement and adequately test
• Ensure you have the right project management approach for larger efforts
IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem 9
Are You Ready to Launch?
• Did you meet your performance budget?
What are your go-live criteria?
• Do agency personnel test their solutions?
• Do tech partners have a sandbox test area available for external technology?
• Will you A/B test on your site before general release?
Who will test the solution, and how?
• ‘It’s just a pixel on your site – its so simple!’
• Still be sure to test and know how to revert!
Implementing via tag manager –
10IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem
The Finish Line is Just the Beginning!
• Look at the analytics
• How is the new solution being used?
• Is it generating the expected outcomes?
• You will learn a lot from the launch –
• Success generates new ideas
• Start planning next phase where appropriate!
• If the product/project isn’t working, be prepared to have tough discussions with your partner
• Review and complete any post-project tasks
• Migrate hosting, take on support internally, etc.
• For a successful effort, be ready to compliment your partner
• Be open to case studies, referrals and prospect discussions11IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem
AGENDA
12IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem
• The New Member of Your Team
• What Are You Buying?
• It’s Never Just a Pixel
• Bad Scope = Bad Budget
• When It All Goes Wrong
The New Member of Your Team
IRCE 2018 Ecom Tech Workshop Optimizing the EcosystemIRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem 13
Partner Selection
Approach as diligently as adding a new employee to your team
DO Talk to References and your Network
DO Consider similar use cases from similar
companies
DO Understand the financial viability of the vendor
DO Evaluate others who have selected this partner
14
Food for Thought:
You are partnering with your vendor…
AND your vendor’s clients
IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem
Implementation Partners: Understanding the Difference
IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem 15
End-to-end ProvidersPhotography
Operations
Logistics
OMS
WMS
Go-to-Market plans
Digital AgencyCreative Design
Digital Marketing Support
Branding
SIUI/UX Design
Tech Implementation
Integrations
Customizations
Operational Readiness
Hosting
Ongoing Support
SMB EnterpriseMid Market Large
$0 $30 MM $75 MM $200 MM $1 Billion
Customer Tiers Annual Online Revenue
SMB: $0 – 30 SMB, Mid-Market: $25 – 75 MM, Large $60 – 200 MM, Enterprise $200 MM +
IRCE 2018- Ecom Tech Workshop Ecommerce Platforms Considerations and Tactics 16
**Not a complete list**
SI/Digital Agency Landscape by Market Focus
© FitForCommerce
What Are You Buying?
Understanding Vendor Roles
IRCE 2018 Ecom Tech Workshop Optimizing the EcosystemIRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem 17
Understanding Vendor Roles
Different types of vendors impact your team in a variety of ways
High Touch Agencies and System Integrators
Medium Touch Platforms and Services
Low Touch Simple Services and Point Solutions
18
Food for Thought:When consulting is part of the bundleStrong engagement unlocks the value
IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem
Eclectic Vendor Mix Supports the Ecosystem
• SI: DMI (formerly Knowledgepath)
• Marketing Agency: Elite
High Touch
• Web Platform: Oracle Commerce (ATG/Endeca)
• Oracle Marketing Cloud: Maxymiser
• IBM Watson Marketing Cloud: Tealeaf, SilverPop (ESP)
• CRM: Oracle CE
Medium Touch
• Affiliate Marketing: Impact Radius
• Ratings and Reviews: BazaarVoice
• Tax and Address: Vertex
• Payment: CyberSource, PayPal, Visa Checkout
Low Touch
IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem 19
It is NEVER “Just A Pixel”Bringing Reality Into the Sales Cycle
IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem 20
Bringing Reality Into the Sales Cycle
It is imperative to go beyond meeting the Sales team
DO Get commitments from tech and consulting teams
DO Meet members of your dedicated team
DO Ask about team projects, not just vendor projects
DO Test or trial before purchase, if practical
DO NOT Sign until after you have made this evaluation
21
Food for Thought:Even if a vendor keeps their promises your tech stack may pose challenges
IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem
Bad SCOPE = Bad Budget
SCOPE and SOW
22IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem
Scope and SOW
Your budget projections are dependent on accurate SCOPEDO Have clear requirements and milestones
DO Build in time for fixing issues found in testing
DO Align the SOW milestones to your team’s capacity
DO Balance offshore savings with onshore leadership
DO NOT Mistake a “fixed budget” as protection from a bad SCOPE
23
Food for Thought:A third-party consultant can save time and money on large SCOPE projects
IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem
When It All Goes WrongVendor Agreements
IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem 24
Vendor Agreements
Make your peace with the service agreement
DO Expect clear SLAs, Response Times, Priority
Escalations
DO Include clear monetary penalties for failures
DO Balance lopsided language in agreements
DO Include “out clauses” for performance failures
25
Food for Thought:A successful partnership relationship is more cost-effective than walking away
IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem
IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem 26
Key Takeaways…
Partner relationships are an extension of your team. To get full value of that relationship, you need to put time and energy into developing it… and it starts DAY 1.
You will not be working with the sales reps once you start the project… get to know the people you will actually work with.
Without a clear project SCOPE, it is nearly impossible to accurately compare vendor bids.
A perfect agreement will not fix a bad partner. If you have to walk away, you can never get your lost time back.
Charles Hunsinger
SVP & CIO, Oriental Trading Company
Chris Smith
Director of Ecommerce, Big 5 Sporting Goods
For additional questions: [email protected]
IRCE 2018 Ecom Tech Workshop Optimizing the Ecosystem 27
THANK YOU!