WTB 2.0 Activation Plan August 18 th, 2016 1
WTB 2.0 Activation Plan August 18 th, 2016  1
TABLE OF CONTENTS ● WTB Activation Demo ● Overview ● STEP 1. Prepare ● STEP 2. Upgrade ● STEP 3. Activate ● STEP 4. Measure ● STEP 5. Iterate ● Communication Strategy ● ● Training Plan Support Plan ● Resource Plan ● Next Steps ● Reference Materials
TABLE OF CONTENTS      WTB Activation Demo       Overview       STEP 1. Prepare       STEP 2. Upgrade       STEP 3. Activa...
WTB 2.0 DEMO
WTB 2.0 DEMO
WTB 2.0 Demo VIDEO COMING SOON!!! 4
WTB 2.0 Demo  VIDEO COMING SOON     4
OVERVIEW
OVERVIEW
GOAL: 99% Adoption 6
GOAL  99  Adoption  6
Process Designed to Remove Barriers to Adoption & Address Discovery Feedback Don’t know how to activate Don’t want to pay to activate Don’t want to do the work to activate Don’t know or agree why should activate Don’t trust feature is ready for primetime 7
Process Designed to Remove Barriers to Adoption   Address Discovery Feedback Don   t know how to activate  Don   t want to...
Launch Team SARA YUFFE FAISAL RANGWALA TYE RAINFORD CHRIS ODEN Program Lead Business Lead, Analytics Lead Dev Lead, Communication Lead Upgrade Lead metrics: on site & off site conversions metrics: time to activate MICHEL BASTOS DAN MAKIN SARA SHERWOOD LESLIE SALAZAR L1 Activation Lead Channel Advisor Training Lead Support Lead metrics: training effectiveness PAULA AYOTTE, TONY MANN, SANDY SAKHARKAR Regional Prep & UAT Leads DENNIS GILGALLON TBD Program Manager Resource Planning metrics: time to aUAT 8
Launch Team SARA YUFFE  FAISAL RANGWALA  TYE RAINFORD  CHRIS ODEN  Program Lead  Business Lead, Analytics Lead  Dev Lead, ...
WTB Roadmap (2016) 09/15 (R2.11) 2.0 (MVP) • Automated Retailer links 10/19 (R2.12) 2.1 • Results on product page 12/28 (R2.13) 2.2 • In store powered by CA • Automated account set up • Results on WTB landing page • Ability to configure logo order • In Store powered by IRI 9
WTB Roadmap  2016  09 15  R2.11   2.0  MVP      Automated Retailer links  10 19  R2.12   2.1     Results on product page  ...
Enablement Process Prepare Upgrade Activate Measure Iterate 10
Enablement Process  Prepare  Upgrade  Activate  Measure  Iterate  10
Scope Prepare • Prioritize activation sites • Enablement training • Index Products Upgrade • Upgrade to 2.11 + Activate Measure Iterate • Enable & configure WTB • Measure feature performance • Iterate features • UAT • Measure process performance • Iterate roadmap • Iterate process • Enable pre-req features • Prepare content 11
Scope  Prepare     Prioritize activation sites     Enablement training     Index Products  Upgrade     Upgrade to 2.11    ...
Site Selection Criteria Prepare Upgrade Activate • Prioritize activation sites • Site must be on CANVAS • Enablement training • Site must be in priority market • Index Products • Enable pre-req features • Prepare content Measure Iterate • Site must not have customized in a way that resulted in forking off platform 12
Site Selection Criteria  Prepare  Upgrade  Activate      Prioritize activation sites      Site must be on CANVAS      Enab...
Enablement Training Prepare • Prioritize activation sites Upgrade Activate Measure • Enablement training STEP 0. Enablement Training • Index Products How to Plan and Prepare for Activation Iterate • Enable pre-req features • Prepare content 13
Enablement Training  Prepare     Prioritize activation sites  Upgrade  Activate  Measure      Enablement training  STEP 0....
Get Activation Ready Prepare • Prioritize activation sites Upgrade Activate Measure • Enablement training • Completed as a single project for ALL sites • Index Products • Will NOT be done on a brand by brand basis • Enable pre-req features • Prepare content Iterate • Centralized resources to coordinate & execute 14
Get Activation Ready  Prepare     Prioritize activation sites  Upgrade  Activate  Measure      Enablement training      Co...
Upgrade Prepare Upgrade Activate Measure Iterate • Upgrade to 2.11 + Let’s come back to this :) 15
Upgrade  Prepare  Upgrade  Activate  Measure  Iterate      Upgrade to 2.11    Let   s come back to this     15
Phased Activation on Existing Sites Phase 1 - Pilot 2.0 (MVP) • non-GFOs • priority markets • validate conversions • optimize process • Prepare Upgrade Activate Measure Iterate Phase 2 - Priority 1 Sites 2.1 (Results on product page) • GFOs • priority markets • • Enable & configure WTB • UAT Phase 3 + - Priority 2+ Sites WTB 2.2 + (in store, product feed...) • additional Markets • increased automation • 16
Phased Activation on Existing Sites Phase 1 - Pilot 2.0  MVP      non-GFOs     priority markets     validate conversions  ...
Site Activation Schedule PHASE 1 Timing Sites PHASE 3 + Dev complete: 9/15 Dev complete: 10/19 Dev complete: 12/28 Release 2.11 Release 2.12 Release 2.13 • Bandaid (US) Listerine, C&C, JBaby, Regaine, HE, Rhinocort, HE, Benadryl, Desitin, • Imodium (Germany) Pepcid, Reach Floss, Zyrtec, Nizoral, Bengay, Motrin, Roc Skin Care, • Debao (China) Functionality PHASE 2 MVP Neutrogena, Compeed, Benadryl, Benylin Results on Product Page In Store (powered by CA) 17
Site Activation Schedule PHASE 1 Timing  Sites  PHASE 3    Dev complete  9 15  Dev complete  10 19  Dev complete  12 28  R...
Mandatory Activation on New Sites • New sites must use WTB 2.0 • Sites w/ IRI contracts: a. build with IRI In Store b. or get CA In Store w/ R2.13 Prepare Upgrade Activate • Sites w/o IRI contracts get CA Measure Iterate in store w/ R2.13 • Enable & configure WTB • UAT • New sites in new markets require contract update 18
Mandatory Activation on New Sites     New sites must use WTB 2.0     Sites w  IRI contracts  a. build with IRI In Store b....
Upgrade Prepare Upgrade • Upgrade to 2.11 + Activate Measure Iterate • Strategic upgrade planning eliminates upgrade costs - Upgrade non-GFOs to 2.11 (Phase 1 - Pilot) - Upgrade GFOs to 2.12 (Phase 2 - Priority 1 Sites) 19
Upgrade  Prepare  Upgrade     Upgrade to 2.11    Activate  Measure  Iterate      Strategic upgrade planning eliminates upg...
Measure Feature Performance Prepare Upgrade Activate Measure Iterate • Measure feature performance Validate conversion increase • Measure process performance 20
Measure Feature Performance  Prepare  Upgrade  Activate  Measure  Iterate      Measure feature performance  Validate conve...
Measure Process Performance Prepare Upgrade Activate Measure Iterate • Measure feature performance Identify opportunities to • Measure process performance decrease cost & time to activate 21
Measure Process Performance  Prepare  Upgrade  Activate  Measure  Iterate      Measure feature performance  Identify oppor...
Iterate Prepare Upgrade Activate • Activation not a 1 shot thing • Roadmap driven by insights Measure Iterate • Iterate features • Iterate roadmap • Iterate process • New features = process updates 22
Iterate  Prepare  Upgrade  Activate      Activation not a 1 shot thing     Roadmap driven by insights  Measure  Iterate   ...
Responsible & Accountable Prepare • Regional PM • Regional BA Upgrade • Haiku Team • L1 Activate • Regional PM • Regional BA • L1 • PEL Measure • Analytics resource TBD Iterate • KISS Team 23
Responsible   Accountable  Prepare     Regional PM     Regional BA  Upgrade     Haiku Team     L1  Activate     Regional P...
STEP 1. PREPARE
STEP 1. PREPARE
How To Prepare For Activation 1 2 3 Index Products Enable Pre-Req Features Prepare Copy & Translations Gather product information & add products to Channeladvisor database • Apps - streamlines & simplifies WTB setup & configuration, reduces effort to activate Starting activation without copy & translations will cause activation delays • Workflow 2.0 - allows content changes to be made in a single prod environment, reduces time to activate 25
How To Prepare For Activation 1  2  3  Index Products  Enable Pre-Req Features  Prepare Copy   Translations  Gather produc...
How To Prepare For Activation 1 2 3 Index Products Enable Pre-Req Features Prepare Copy & Translations Gather product information & add products to Channeladvisor database • Apps - streamlines & simplifies WTB setup & configuration, reduces effort to activate Starting activation without copy & translations will cause activation delays • Workflow 2.0 - allows content changes be made in done a singlein prod environment, Done intoparallel, bulk reduces time to activate • • Managed by Regional PM & BA 26
How To Prepare For Activation 1  2  3  Index Products  Enable Pre-Req Features  Prepare Copy   Translations  Gather produc...
How To Prepare For Activation 1 2 • Boilerplate copy provided out the box • Out the box copy reviewed & approved • Translations done atEnable the market level Features Index Products Pre-Req Gather product information & add products to Channeladvisor database • Apps - streamlines & simplifies WTB setup & configuration, reduces effort to activate 3 Prepare Copy & Translations Starting activation without copy & translations will cause activation delays • Workflow 2.0 - allows content changes to be made in a single prod environment, reduces time to activate 27
How To Prepare For Activation 1  2      Boilerplate copy provided out the box     Out the box copy reviewed   approved    ...
PROCESS: Index Products Tasks: • Collect product information • Index products in Channeladvisor database Process: Regional BA L1 ABM / PEL* Submit ticket to L1 Generate product info spreadsheet Add UPC to product info spreadsheet Pre-requisites: • Site has been prioritized for WTB 2.0 activation, and is listed on the Activation Schedule. Regional BA Channeladvisor Regional BA Submit spreadsheet to Channeladvisor Index products & retailer links Test & verify INSTRUCTIONS HERE 28
PROCESS  Index Products Tasks      Collect product information     Index products in Channeladvisor database  Process  Reg...
PROCESS: Turn on Pre-requisite Features Tasks: Turn on the following features on site • Workflow 2.0 • Apps Process: Regional BA L1 L1 Submit ticket to L1 Turn On Workflow 2.0 & Apps QA Workflow Functionality * Pre-requisites: • Site has been prioritized for WTB 2.0 activation, and is listed on the Activation Schedule. • Site is on a version that has Workflow 2.0 (2.7.13+) INSTRUCTIONS HERE 29
PROCESS  Turn on Pre-requisite Features Tasks  Turn on the following features on site     Workflow 2.0     Apps  Process  ...
PROCESS: Prepare Copy & Translations Tasks: • Prepare translations • Get translations copy reviewed & approved Process: Regional PEL Lead Regional PEL Lead Regional PEL Lead Prepare market standardized translations Get necessary copy approvals Submit translations to Regional BA Pre-requisites: • Site has been prioritized for WTB 2.0 activation, and is listed on the Activation Schedule. Regional BA Attach translations to L1 activation ticket INSTRUCTIONS HERE 30
PROCESS  Prepare Copy   Translations Tasks      Prepare translations     Get translations copy reviewed   approved  Proces...
STEP 2. UPGRADE
STEP 2. UPGRADE
How Brands Prepare for Upgrade ● Cost? ○ No cost to brands ● Coordination? No coordination by brands ○ All coordination & upgrades managed by upgrade teams ○ 32
How Brands Prepare for Upgrade     Cost       No cost to brands      Coordination  No coordination by brands     All coord...
Upgrade Teams Haiku Team • GFO sites • Non-GFO pilot sites L1 Teams • Non-GFO sites 33
Upgrade Teams Haiku Team     GFO sites     Non-GFO pilot sites  L1 Teams     Non-GFO sites  33
How Sites Get New WTB Iterations ● GFOs ○ All GFOs upgraded on a regular cadence ● non-GFOs (pilot sites) ○ All pilot non-GFOs upgraded on a regular cadence ● non-GFOs (remaining) ○ TBD (based on resource plan) 34
How Sites Get New WTB Iterations     GFOs      All GFOs upgraded on a regular cadence      non-GFOs  pilot sites       All...
PROCESS: Upgrade Site Tasks: • Prioritize upgrade order Process: Sara Yuffe / Faisal Rangwala Haiku Team / L1* Haiku Team / L1* Set priority for site upgrades on the activation schedule Plan upgrades in order of priority Upgrade Site • Upgrade site Pre-requisites: • Site has been prioritized for WTB 2.0 activation, and is listed on the activation schedule. Haiku Team / L1* Notify PM site is ready for activation INSTRUCTIONS HERE 35
PROCESS  Upgrade Site Tasks      Prioritize upgrade order  Process  Sara Yuffe   Faisal Rangwala  Haiku Team   L1   Haiku ...
STEP 3. ACTIVATE
STEP 3. ACTIVATE
PROCESS: Active WTB Tasks: • Enable & Configure WTB on site Process: Regional BA L1 L1 Submit ticket to L1 Enable & Configure WTB 2.0 Update product pages (add UPC, remove old logos) • UAT Pre-requisites: • Products indexed • Workflow 2.0 & Apps enabled • Copy & translations finalized • Site upgraded Regional BA or PEL* L1 L1 UAT Publish Complete & post Activation Metrics Collection form INSTRUCTIONS HERE 37
PROCESS  Active WTB Tasks      Enable   Configure WTB on site  Process  Regional BA  L1  L1  Submit ticket to L1  Enable  ...
STEP 4. MEASURE
STEP 4. MEASURE
Measure & Reporting Will measure and report on three categories of KPIs On Site Off Site Process Efficiency • # of clicks to “Find in Store” • # of online transactions • Time to enable & configure • # of clicks to “Buy Online” • $ sales for online transactions • Time to UAT • # of queries for in store • Training effectiveness • # clicks to each online retailer 39
Measure   Reporting Will measure and report on three categories of KPIs  On Site  Off Site  Process Efficiency        of c...
PROCESS: Measure On Site Conversions Tasks: Process: • TBD Pre-requisites: • TBD COMING SOON! Analytics Resource Needed 40
PROCESS  Measure On Site Conversions Tasks   Process       TBD  Pre-requisites      TBD  COMING SOON  Analytics Resource N...
PROCESS: Measure Off Site Conversions Tasks: Process: • TBD Pre-requisites: • TBD COMING SOON! 41
PROCESS  Measure Off Site Conversions Tasks   Process       TBD  Pre-requisites      TBD  COMING SOON   41
PROCESS: Measure Process Efficiency Tasks: • Complete the activation metrics collection form. Pre-requisites: Process: Regional BA L1 Regional BA Attach Metrics collection form to activation ticket Complete the activation metrics collection form per site Post completed collection form to activation schedule • Site activation complete Tye Rainford Compile & report insights at Canvas Steer INSTRUCTIONS HERE 42
PROCESS  Measure Process Efficiency Tasks      Complete the activation metrics collection form.  Pre-requisites   Process ...
STEP 5. ITERATE
STEP 5. ITERATE
Iteration Process Insights Driven Bugs & Gaps Hot Fixes • Insights collected post launch • Issue found during site activation • Issues found during site activation • Insights drive WTB feature changes • Prioritized and placed in backlog • Blocks site activations • High impact changes added to roadmap, roadmap re-prioritized • #1 priority & addressed immediately 44
Iteration Process Insights Driven  Bugs   Gaps  Hot Fixes      Insights collected post launch      Issue found during site...
COMMUNICATION STRATEGY
COMMUNICATION STRATEGY
Tailor Communication Strategy Strategies to Specific Audience Types Adopters Directly benefits from value delivered by WTB • • • • Brand Marketing Sales Strategy E-commerce Customer Teams Evangelists Influencers Accountable for influencing adopters and adoption Ability to influence adopters & adoption, but not accountable • • • • • Creative Partners • PELs • SEO Partners CANVAS Steer Digital Strategists BPOs PLOs Implementers Responsible for implementing WTB • • • • • L0, L1 BAs PMs Regional Tech Leads Build Partners 49
Tailor Communication Strategy Strategies to Specific Audience Types  Adopters Directly benefits from value delivered by WT...
Goals / Call to Actions Adopters • Understanding & leverage WTB data to drive insights & increase conversions Evangelists • Help to drive the highest level of adoption • Raise cross functional Influencers • Help to influence an accelerated enablement and activation Implementers • Implement quickly & efficiently • Drive consistency awareness across senior management 50
Goals   Call to Actions  Adopters     Understanding   leverage WTB data to drive insights   increase conversions  Evangeli...
Key Messages Adopters • WTB 2.0 simplifies purchase process • WTB 2.0 increases conversions & sales Evangelists • What is WTB 2.0 and how it ties to ALL of our objectives • We need your support to help to drive the highest level of adoption. Influencers • Adopter messages Implementers • WTB 2.0 simplifies implementation process • WTB 2.0 makes your job easier • How to implement • How to get implementation help & support 51
Key Messages  Adopters     WTB 2.0 simplifies purchase process      WTB 2.0 increases conversions   sales  Evangelists    ...
Strategic Delivery Methods & Channels Adopters • In person is key • Digital strategists to deliver • Adopter newsletters (i.e. sales bulletin) • Adopter meetings (i.e. sales bundle) Evangelists • Evangelists meetings (i.e. steering committee) Influencers • Include them in the “WHY” communications Implementers • Two way & interactive communication is key • Strong training & support is key • Training team and platform SMEs to deliver/facilitate • Real time collaboration & response times (i.e. Skype) 52
Strategic Delivery Methods   Channels  Adopters     In person is key     Digital strategists to deliver     Adopter newsle...
TRAINING PLAN
TRAINING PLAN
Trainings Tailored to Audience Type Awareness Training Implementers Evangelists Adopters Influencers ✔ ✔ ✔ ✔ ✔ ✔ Awareness of WTB features & benefits Enablement Training How to plan and prepare to activate Technical Training ✔ Train L1 on how to implement WTB On Demand Training ✔ Video Tutorials & Step by Step Guides Channeladvisor Reports ✔ CA’s reporting & dashboard capabilities 54
Trainings Tailored to Audience Type Awareness Training  Implementers  Evangelists  Adopters  Influencers                  ...
SUPPORT PLAN
SUPPORT PLAN
Support Post Training for Implementers Office Hours Skype Chat Support Tickets • Facilitated by training team and SMEs • Quick questions & responses to support L1 Report and resolve technical blockers • Various times to support regions • Monitored by training team & SMEs Vendor Support Channeladvisor participation in pilot site implementations & global launch team • 2hr SLA during US business hours, next day response during non US biz hrs 56
Support Post Training for Implementers  Office Hours  Skype Chat  Support Tickets      Facilitated by training team and SM...
RESOURCE PLAN
RESOURCE PLAN
Resource Needs RESOURCE DUTIES NEED Regional PM Plan, manage & coordinate activation & enablement in region Sara / Faisal to provide Regional BA Manage preparation activities (index products, turn on Workflow 2.0 & Apps, copy/translations review) Sara / Faisal to provide Additional L1 Resources Analytics ● ● Upgrade non-GFO sites Activate WTB on sites Provide actionable insights to inform roadmap ● ● Upgrade: 30hrs to upgrade 1 non-GFO Activation: 8-24 hrs per site 1 resource @ 10% 58
Resource Needs RESOURCE  DUTIES  NEED  Regional PM  Plan, manage   coordinate activation   enablement in region  Sara   Fa...
Resource Plan TBD 59
Resource Plan TBD  59
NEXT STEPS
NEXT STEPS
Next Steps ● Finalize contract for 6 priority markets - Faisal ● Provide finalized list of activation sites - Sara/Faisal ● Create project plan - Sara ● Enablement training for pilot sites - Tye ● Identify BA resource for pilot phase - Sara ● Determine resource plan for phase 2+ - Sara ● Start development of results on product page - Tye 61
Next Steps      Finalize contract for 6 priority markets - Faisal       Provide finalized list of activation sites - Sara ...
REFERENCE MATERIALS
REFERENCE MATERIALS
Reference Materials ● WTB Roadmap ● Site Activation Checklist (coming soon) ● Site Activation Schedule (coming soon) ● Project Plan (coming soon) ● FAQs (coming soon) ● Important Contacts (coming soon) 63
Reference Materials      WTB Roadmap       Site Activation Checklist  coming soon        Site Activation Schedule  coming ...