This video really hit home. Before I became the COE Digital I was lucky enough to form a web steering team that was tasked with migrating 30 different company websites into one corporate website. We identified 60 different stakeholders across 3 countries to contribute to the requirements. The team had to prioritize the goals which left a lot of shiny objects behind but improved the CX and conversion KPIs by 30% right after launch. And as a bonus of communicating the process we were using for decisions and having each company’s marketing departments have a say in the requirements improved the inter- company cooperation, and digital marketing culture.

I’m a big fan of having a permanent cross functional steering team in international and matrix companies.

Bill