Chapter 12Growing Your Organization and Roles

You can design and create, and build the most wonderful place in the world. But it takes people to make the dream a reality.

—Walt Disney

To Win, You Need the Best Resources

Going through the different stages of the Sitecore Customer Experience Maturity Model, you need to have the right resources on board to help you get the greatest value from the technology needed at each stage of maturity.

The map presented in Figure 12.1 shows the seven stages of the Customer Experience Maturity Model with the capabilities overlaid with the different roles needed at each stage. View the figure in detail at


Figure 12.1 Roles Needed for Capabilities at the Different Maturity Stages

In the early stages you can do a lot with generalist marketers, but as you evolve you need to have specialists on board. Specialists can help your organization using the technology to create the connected experience you want to develop for a competitive advantage.

Roles You Need on Your Team

Let's take a look at five of the essential roles shown in the Customer Experience Maturity Model illustration (Figure 12.1).


The role of the marketer is in transition. Marketers must shift to the practice of experience marketing. That means aligning marketing-relevant experiences and content at each stage in the decision journey ...

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