Enterprise Partner Program Transformation
(Note: Company name is under NDA)
Challenge: A Fortune 50 tech company’s marketplace was outdated, difficult to manage, and visually broken. As a result, partners and stakeholders refused to use it and lead generation was falling off significantly.
Key Limitations
Custom Sales Force platform was difficult to manage and outdated operationally.
Design and UX were outdated. Marketing teams refused to use it for GTM campaigns which were trying to project a modern, innovative message.
Content updates took 3-6 months to implement. With no CMS for quick content updates, IT and budgeting was required for any content change.
Pages weren’t optimized for SEO. Search results were limited and translated pages weren’t visible to international search engines.
No budget was available for front end fixes or to adopt a better platform.
The Keys of Transformation
Key #1:
Platform management was fragmented. With no full-stack web team leading the way, feature creep and tech debt became massive. My goal was to build a proper team piecing together superstars from IT, UX, Search, Demand Gen, Partner Marketing and the Partner Programs. Code named, “Super Friends”.
Key #2:
We re-platformed the front-end to Adobe AEM (which the rest of the enterprise was using) to improve UX and brand consistency. This also allowed most updates to leverage AEM’s publishing processes, reducing updates times from months to a couple days.
Key #3: Leveraged Coveo’s search power and machine learning strengths to overhaul data and page structure which improved Search/SEO across all international regions.
Results
25% Increase in Organic Traffic YoY
200% increase in lead gen first YoY. 600% Lifetime increase.
GTM teams started leveraging marketplace with the AI partner Marketing teams producing it’s highest engagement to date.