1. Anjali Yakkundi, Analyst
Webinar Separate Hype From Reality: Evaluate Your Agency’s Technical Chops
Anjali Yakkundi, Analyst
September 18, Call in at 10:55 a.m. Eastern time

2. “Often, my IT group isn’t even aware of what application development and implementation are being outsourced. Eventually, this creates a big problem for us we have to clean up a lot of messes.”
North American manufacturing organization

3. “Our marketing group paid an agency $250,000 to launch an app and didn’t tell IT. There was no QA done; the agency had no idea how to measure satisfaction, and the app was unstable. The app had just a 2.5 star rating in the iOS app store, and eventually, marketing had to kill the app because it just wasn’t working.”
Fortune 500 company
Source:

4. Agenda
Agency selection is an IT and marketing obligation.
The agency market is changing.
Ask the right questions to choose the best fit agency.
Recommendations

5. Agenda
Agency selection is an IT and marketing obligation.
The agency market is changing.
Ask the right questions to choose the best fit agency.
Recommendations

6. IT and marketing must work together to deliver great digital experiences.
Source:

7. Only 12% of surveyed organizations are doing all digital experience work in house.
Base: 185 digital experience professionals; Source: March 2013 Global Digital Experience Delivery Online Survey

8. “Which of the following areas are you most likely to outsource (either partially or wholly) to a third-party partner in the next 12 to 24 months (2013 to 2014)?” (Select up to five.)
Q11
Base: 185 digital experience professionals; Source: March 2013 Global Digital Experience Delivery Online Survey

9. But what’s going wrong?
Digital experience requires access to key systems, which IT often owns.
Your key systems are growing more complicated.
Marketing often selects agencies without consulting IT.
Agencies are claiming to be everything and anything, depending on what the client needs.

10. Agenda
Agency selection is an IT and marketing obligation.
The agency market is changing.
Ask the right questions to choose the best fit agency.
Recommendations

11. Businesses engaged in digital experience delivery seek a new generation of service provider — one that combines technology competence with marketing strategy and creativity.
This provider must engage both marketing and IT teams.

12. Service providers come from many different backgrounds
Type of provider
Definition
Example strengths
Consultants
Background in strategy, business requirements, and project management
Strategic alignment, business requirements, organizational assessments, governance, project management
Systems integrators
Background in technology implementation, services, and integration
Technology implementation, analysis delivery, integration, managed services
Creative, design agencies
Background in creative and user experience
Creative design, user experience, customer research
Marketing strategies
Background in brand strategy and marketing operations technology
Marketing operations technology, brand awareness, brand strategy, advertising

13. These service providers are now converging
Consultants
Systems integrators
Creative design agencies
Marketing strategists
Few or no agencies have all four components.

14. Agenda
Agency selection is an IT and marketing obligation.
The agency market is changing.
Ask the right questions to choose the best fit agency.
Recommendations

15. Questions to consider within your organization

16. How much will you outsource?

17. What services do you need?
Technology implementation
CX strategy
Customer research
Managed services
Systems
integration
Digital
experience
service providers
eCommerce
Advertising
Application development
Search
marketing
Creative design
Content strategy

18. Where do you need technology help?
Source: September 3, 2013 “TechRadar™ For AD&D Pros: Digital Customer Experience Technologies, Q3 2013” report

19. Will you send out an RFP?

20. Questions to ask your potential service provider

21. Strategic questions to consider
What is the vendor’s strategic vision?
Is this the right cultural fit?
What are some past clients’ works?
Does the agency have experiences as an agency of record or as a specialist?
Will any technology work be outsourced to subcontractors?

22. Functional questions to consider
What is your governance framework?
What is your change management framework?
What project methodology do you prefer?
What is your content strategy framework?
What is your past experience with application development?
What technology solutions do you have experience with?
Number of employees
Number of deployments
Past customer case studies

23. Agenda
Agency selection is an IT and marketing obligation.
The agency market is changing.
Ask the right questions to choose the best fit agency.
Recommendations

24. Recommendations
Bring IT and marketing to the table for agency decision-making.
Understand the service provider landscape, and take a stake in owning these relationships.
Decide your right outsourcing mix depending on your maturity, but keep critical components in- house.
Selecting an agency is more than a checklist — prioritize strategic vision, culture, and past work.

25. Forrester’s Forum For Application Development & Delivery Professionals DRIVE CUSTOMER EXPERIENCE WITH SMART TECHNOLOGY SOLUTIONS October 17-18, 2013 · JW Marriott Indianapolis
In the Age of the Customer, market leading strategies for mobile, big data, and customer experience are now required to satisfy an increasingly demanding client base.
As a leader of solution delivery, you have to drive the design of your firm’s customer experience.
Join us to learn how to:
Build architectures focused on customer experience.
Turn big data and analytics into business strategies.
Design world-class digital and mobile solutions.
Create sustainable, agile platforms and solutions.
Register before Sept. 7 for Early Bird pricing. Use Promo Code “ADD13WEB” to save an additional $100!

26. Anjali Yakkundi