Engage in Review: 7 Digital Marketing Tips from Intuit and Third & Grove
by Alyssa Grossman
What does it take to make a seemingly impossible task possible? Janin Kompor, Senior Manager of Web Strategy at Quicken and Mint, and Justin Emond, CTO and Cofounder at web design and development agency Third & Grove, answered that very question, sharing the digital marketing and project management lessons they learned along the way.
Both Mint and Quicken were running on old technology stacks, and the cost for maintaining both of these sites came with a high price tag. It was time to take those two legacy platforms and relaunch them on Drupal.
Intuit had a mission to use one technology platform for all of its offerings. At the time, Drupal was not the choice—but it would be soon. Emond’s company, Third & Grove, was hired to help with the migration undertaking in April, with the goal of having Quicken up and running fully by September, and Mint ready by November. As an added challenge, Mint was in the process of reinventing its brand, a process with a September completion date. Working with Acquia, Emond’s and Kompor’s teams made Intuit’s initiative a reality, migrating thousands of pages of content into Drupal, leveraging Acquia’s release API, and relaunching both brands in six months.
Throughout their presentation, Emond and Kompor shared some invaluable digital marketing advice about managing people, projects, processes, and tools. Here are some of our favorite takeaways:
- Align on what “good enough” means to your creative teams. You could go on and on making tweaks forever, but that won’t get you closer to the end goal.
- Take the time to teach your stakeholders, because that time will pay off in the long run. Emond and Kompor used the example of an SEO specialist going from not knowing how to talk to developers to helping lead requests for requirements.
- Focus your team on one thing and make sure you have project momentum every single day. It often takes weeks or months to finish a project, and you’ll need that strong sense of focus to meet your deadline.
- Decide how you’re going to move fast, and make decisions quickly, not perfectly. There’s no such thing as a “perfect” decision.
- Decide on guiding principle. For example, if every decision and action is guided by creating the best possible customer experience, anything that doesn’t connect to that principle isn’t going to move you forward.
- Don’t underestimate the effects of great collaboration tools on a distributed team.
- Things will go wrong throughout the process, but in the end, it’s the final product that everyone will remember.