self-serve marketing at vmware with request portals
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SHAWN BUTLER • MANAGER, DIGITAL MARKETING • VMWARE
Self-Serve Digital Marketing at VMware
VMware.com Footprint
42 Site Locales
19 Languages
20,000+ pages
> 6 Million Monthly Unique
Campaign Microsites
Full Personalization & Analytics
VMware.com Support Teams
Local Project/Program Management
Content Strategy Experts
IT and Dev Support Teams
Off-Site Augmentation
External Vendors
Localization / Globalizations
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
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
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
Research
Solution Simple Form BUDashWorkflow Access Custom Reports Tickets Projects Routing Eval QA/UATTool
EaseofUse
EasytoLearn
AssetStorage
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
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
Customer Interface• Mantra: Easy as Email
• Super Simple forms
• Instant User Access
• Request Status Dashboard
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
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
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
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
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
A Bright Future
JIRA
Webteam
Web Graphics
Web Dev / IT
GlobalizationCreative Services
Partners
Metrics
Future IntegrationsEnabled
Over time, we hope to expand the tool to become a single and central system for all cross-functional work across multiple teams.
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
Questions?
Thank you!
SHAWN BUTER • MANAGER, DIGITAL MARKETING • VMWARE