[Music] [Kellie Gardner] Hi, everyone. Thanks for joining us for our session today. My name is Kellie Gardner. I am currently a Workfront System Administrator for Western Alliance Bank. I've been using Workfront for about 10 years and I've been using Fusion since they released it, believe it was around 2018 when it first came out. I'm a born and raised native Arizonian so I love hiking in all of the trails around the valley. And I like to do destination hikes. When I'm not flexing my Workfront muscles you can find me handing out with my husband and my two teenage daughters.

Today I'm going to talk to you a little bit about Fusion and automating some processes using Marketo with Fusion.

To start, I'm just going to take you back on a little journey of how I got into Fusion. Like I said, it began shortly after Workfront announced the rollout of Fusion at a Workfront Leap conference. At the time, I was lucky enough to be on a team that really saw the value in automating day to day processes. Surprisingly, an easy sell for the team to get on board. Leadership was eager to jump at the opportunity and we really thought that Fusion could help streamline the work we were doing in and out of Workfront.

We really saw it as an exciting opportunity.

Anything we could do to help our teams was something we still believe is something that can help with the adoption of tools overall, including Workfront and Marketo. I didn't have a ton of knowledge or experience with building connections, integrations or anything like that. It was something I spent a lot of time learning. I attended every webinar I could find, I talked to every person who would listen to me so that I could learn exactly what I needed to do in order to use Fusion to help my team.

It was so new back then, there were no templates, there was none of that. We just had connections and not a lot of documentation. So it was really a lot of self-taught learning at that moment. Workfront to Workfront integrations were really easy to do. You knew what you were doing in the tool, it's pretty seamless. But doing something with Marketo or any other tool for that matter, was a little tricky.

I attended a webinar and was able to connect with a Workfront Fusion product consultant after that and he was really looking to understand how we wanted to use Fusion to connect Workfront and Marketo. So, he started discovery sessions with us and we were able to really lean on that as an option for what we were going to do. And the plus was that he was going to help us build it.

We always knew that building something for the digital team would be powerful. And as the team expanded, we knew there was potential for automating their processes within Marketo. My Workfront team and the Fusion product specialist partnered with the Marketo system admin to determine what was needed to help that team best. We collaborated with the team members for the digital email team to find out how they were using the system and to really understand how to create more cohesive processes within Marketo. Like many companies, the teams all had different processes that weren't in sync. We had issues with common things like standard naming conventions, structures, hierarchies. The processes were there but it was hard to manage for a quick paced team with high volume of work and a single admin to monitor it all. We really needed a way to create consistency without putting more work onto our team and then getting reporting out of it.

After all the discovery work we did, listening and gathering feedback, we set forth on a plan. The concept was simple in theory, but we needed the help of the Workfront product specialist to really get us there. We decided to create our email campaigns inside of Marketo whenever a new email request was submitted within Workfront. With this we could alleviate many pain points our teams were having, and ultimately save time for the team in the end. Automating work isn't as easy as just building the automation. There was plenty of prep work that went into it. We needed cohesive templates and documented processes and some clean-up inside of the systems. We built Workfront templates for all of our projects that would kick off email campaigns. We built Workfront custom forms in a lot of fields and we created mapping for the different ways to capture the data and establish those processes with the teams.

Once we had the legwork done, the product consultant set out to build a plan within Fusion for us.

We use request queues. So anytime an email was requested, the team had to indicate certain criteria, and that criteria is what would kick off the automation. We used drop-down fields and things like that to capture the information that we needed. You know, target audiences, what campaign it belonged to, things like that. The automation read the data within the project utilizing specific tasks. It would gather custom form fields and pull that information into the flow to then take it out and parse it into information that we could pull inside of Marketo to build out the programs and campaigns. It would bring that information back into Workfront for us after it was all set up, so that when the email team was inside of Workfront building out their emails, they know exactly where to go and find that information. They knew exactly what folder to click on and where to start building all of the stuff. The final step of the automation was that after the email sent in Marketo, using the flow and template task that we had established, the Fusion scenario would then return data from Marketo back into Workfront which provided us with email statistics right inside of Workfront, allowing us to report the data out all from a single source.

In the end, the results were a more cohesive process for our digital team. It allowed them to remove errors, standardize their processes, and provide transparency of metrics for our leadership team. Saving them valuable time along the way. Having a team with one standard process cleaned up the Marketo structure which made the administration of the tool much more manageable, allowing the team to be more focused on strategic outcomes versus mundane tasks for setting things up.

Partnering with Workfront product consultants was a big part of how we were able to get the automation how we needed it. It's exciting to think that some of the templates in Fusion today are possibly an outcome of those discovery sessions that we had.

Today you can utilize three different templates for Marketo inside of Fusion. One of them being creating email campaigns using Workfront request data.

For those looking to discover how best to utilize Fusion to integrate systems and processes, my biggest suggestion are to look to your users. Poll your teams and find out where the blocks are that they're experiencing.

What and where are they spending the most time? Listen and learn how Fusion can help solve those problems and sell the solution to them versus telling them. There is value in showing your end users how Fusion can truly help in their day to day.

I'm a big believer in selling the systems to the users, and I believe the automations can truly help with that. Utilize the templates that are out there in Fusion. There's a lot of trial and error, a lot of investigation, a lot of customer interviews happening in order to build those templates.

Engage with product support. That was probably my biggest takeaway from all of this. Reaching out, connecting with people, and then listening to my story was a huge part of how we were able to get where we were. Working with the support consultant proved to be incredibly valuable for us and going through the whole discovery process with us.

It was really about both sides learning and understanding what teams are needing to solve with Fusion, and I think we both accomplished that.

Turn it back over to you. All right, thank you Kellie. That was wonderful.

All right, next up from Cognizant, please welcome Jamie Davidson, Senior Manager of MarTec.

[Jamie Davidson] Hey everybody, my name is Jamie, and I'm here to talk to you about Cognizant's use case of how we use Fusion to auto generate UTM codes. Just curious of anyone in the crowd who uses UTM codes and knows what they are. Great. Well, you'll see how this helped us reduce a lot of manual work and get the value of Fusion all in one scenario.

I'm the Global System Admin at Cognizant. I've been in Workfront for three years and Fusion for one. I am really passionate about process optimization and helping our users get the most value out of Workfront as possible. Cognizant is a technology solution company that helps modernize technologies, reimagine processes, and transform their experiences in the technology world. We have over 345,000 employees worldwide.

Within Cognizant we have an Adobe practice where our Workfront experts who have helped companies build customized flows in Fusion including AEM.

We are a sponsor here at Summit so I'd love for you to come visit us at booth 737. Anyone who might know, we sponsor a Formula One driver so we have a F1 driver simulation there, so it would be a fun thing to visit.

Great. So I saw some hands raise of who knew what a UTM was and who uses it. But for those who don't, it stands for Urchin Tracking Module. This tracks the success of marketing campaigns and it's comprised of various information within the code that's customized and usually manually created.

With these, it helps codes track where your audience comes from, and what their engaging in to help you determine the success of what's working.

A little bit about us. We're a global marketing company. We have over 400 users with paid licenses in Workfront. We mostly use Workfront for campaign planning and execution. But for the purpose of this presentation I'm going to talk about campaigns specifically that requested UTMs. As you can see we have a high volume of UTMs created per year. There's about 200 campaigns that requested these, so if you average that out, that's 43 UTMs requested per campaign.

We renamed Salesforce WinZone, so when I reference WinZone throughout this presentation, I am talking about Salesforce.

Great, so what's our use case? We had a big issue to solve. UTMs were really taking some valuable resource time with a lot of manual work to generate them. And we needed to figure out how to reduce this turnaround time, give them their valuable time back, and reduce the human error that comes with any manual process.

So, the manual tasks that were in our previous state are filling out this Excel spreadsheet on the bottom. Each row is a UTM and each of the 17 columns were attributes that we needed to use to help create some portions of our UTM code.

This would be completed by our users and emailed over to our analytics team.

Our analytics team would then manually cross reference the WinZone campaign names in the spreadsheet to what is actually in WinZone. In some cases a WinZone campaign didn't exist but needed to, so they'd have to request one to be created. In that case it would add 24 hours to our turnaround time.

Once everything checked out and the campaigns matched, our analytics team would come to this UTM generator internal website and enter all the fields from the columns in the spreadsheet into this website, one by one, for each UTM. So as you can see, it was a lot of manual work for our analytics team.

And none of this was being documented in Workfront, this was all being emailed back and forth.

So, what's our solution? We've been thinking about ways for years on how to automate this. I've even tried to use custom forms and calculated fields, but I didn't have any luck. Luckly we found Fusion. And, as Kellie mentioned too, we worked with a consulting company, ZeeJay, who is Merge, and they're also here at Summit. They have been fantastic. They helped us run discovery and strategy and helped us find any way that we can automate the current process we have using Fusion.

There's still a few manual steps I'll call out real quick. There's still filling out the spreadsheet. Now they're submitting a request in Workfront. And then our WinZone team is uploading a CSV of all the updated WinZone campaign names weekly in a Workfront project that Fusion will feed into.

So, now the process they're submitting in Workfront, our analytics team who is doing all the work before is now taking just a couple minutes to review the CSV of UTM attributes, checking it off and changing the status of the request which then triggers the fusion flow.

In some cases a WinZone campaign ID is not required. In that case, we'll just generate the UTM code. In the cases where it is required, it does the cross-referencing for us. It cross-references the CSV and the UTM attributes to the CSV uploaded of the WinZone campaign names. If it doesn't match, it will notify the requester and have them do the work themselves to try and get the most updated information. If it does work and we're on our happy path, it generates the UTM. And then it creates all the UTMs on a CSV, puts it back into the request form and notifies the original requestor and our analytics team.

So now Fusion is doing all that manual work that we just took off of the analytics team's plate.

So what's the outcome? Well, we definitely hit our goal in our problem statement of reducing the turnaround time from two to three days to under 24 hours. We reduced the manual work and we've created better accuracy.

And as a bonus, requests are now in Workfront so we can start reporting on project volume, where requests are coming from, and the UTMs are now in Workfront for anyone to reference later on.

One thing we like to do at Cognizant, I did have to build a strong case for Fusion with my company with budgets, so I had to monetize everything. So in doing that, we had a huge-- If we would have deployed this in 2023, we would have had a huge cost savings from eliminating that manual work from our resources so they can focus on high-value work.

And in this case, once the scenario runs for a year, Fusion will well have paid for itself in just this one scenario.

Key takeaways. I really encourage you to look at your processes to see what manual work can be automated. Look at repetitive tasks and data entry and other manual work. Partner with an expert. Unless you have somebody in your company who knows Fusion, certified, and they're dedicated solely to Fusion. I think an expert is really necessary when you're building customized flows. To Kellie's point, there are some Workfront to Workfront flows that you could probably figure out on your own, but with this we definitely needed to go to an expert.

And then just some of the benefits. Eliminating manual processes, increasing productivity within our community and employee users.

And also, with all the active flows we have in Fusion, since we're new to Fusion and we've only been in it for a year, most of our flows are Workfront to Workfront, but we're converting requests into projects, we're taking away some of the administrative project manager work, and with that and UTM, we'll be saving in upwards of 120K in the first year of all these scenarios being ran. So again, takeaway, the consulting cost, the Fusion cost, the labor cost and we're still saving a considerable amount of money for Fusion.

And that's it for me.

Thank you, Jamie.

All right, last but not least, from Deloitte is Tim Brooks, Technical Program Manager. [Tim Brooks] Let me first say, it's a pleasure to be speaking here today and thank you guys for coming out to hear all of us speaking.

My name is Tim Brooks and in my session I'll be discussing Workfront as a source of truth and the content supply chain between Workfront and AEM. I'm currently the Workfront product owner at Deloitte CMGs organization and I'm based out of Bucks County, Pennsylvania. I've been a Workfront admin and product owner for nearly 11 years across multiple companies and stakeholders serving around over a thousand stakeholders. Currently our internal use cases stretch for marketing, pursuits, research and insights, and we're leveraging all aspects of Workfront one way or another with the goal to enhance our project and content supply chains.

Today I will be covering part of that supply chain. I will start with reviewing the benefits and how we leverage Workfront as the source of truth.

Which will lead into how we push data and files to AEM assets, keeping real time metadata mapping with work from Fusion. And then to the next endpoint of the supply chain, from assets to share commons. I will wrap up today discussing some quick tips and our road map items that we plan to hit in the future.

What I'm going to do throughout this session is give some benefits and impacts of each step along the journey, and then give a brief overview of how we make it work.

That said, let's jump in. The first question is what do I mean when I say Workfront is the source of truth? What I'm referring to is the fact that many of our stakeholders utilize Workfront as the starting point of the information and then integrate downstream to other platforms. So the start of the content and the data supply chain comes directly from Workfront. Many of the key benefits typically derived from the fact that there is a single source of truth. Starting where the work begins in Workfront and then passes downstream with minimal human touchpoints. The uptick of automation helps increase data accuracy and minimizes duplication of efforts, and ensures the same data gets passed along to your entire tech stack. For AEM specifically, this helps push for automated folder creation and metadata mapping that ties directly to your projects and your assets.

So how does this work at Deloitte? Many of our programs and projects start from a request state, and then through automation, which we support with Fusion, projects are converted and the specific details are added as they get converted. More data and custom data is added throughout the lifespan of a project.

And then for many of our stakeholders, we have governance checkpoints, leveraging Fusion, to ensure data is revisited during the lifecycle of the project, encouraging a system that has constantly cleansed data.

Once a project hits a specific threshold and certain criteria is met, for a quick example something gets put into an in progress state, we have a lot happen. Data begins to pass through an array of our tech stacks and then the linked folders to AEM generate automatically. Again, we have automated processes to ensure the same data and proper folder structures are generated across our networks.

One piece to add here is we do leverage Fusion to govern our data, ensure there is real time updates including the metadata mapping to AEM, and then automate as many of the workflows as we can.

You heard me mention a few times we have linked folders to AEM get auto generated and then we have metadata mapped. What this means is we have folders automatically get created in the documents tab inside of Workfront which are linked and also mirrored in AEM assets where files in one place will go to the other. There are many benefits from a technology standpoint, especially thinking from a product owner, but there's even more benefits when you're thinking about the angle of an end user. One thing I always do as an admin is I always try to think how are we benefitting our end users. And I think there's some really good capabilities here that really benefit them just as much as us from a tech side.

From an end user perspective, the auto generation and metadata mapping enables for minimal to zero human efforts to get key data from your projects tagged to your assets once uploaded. You also enable your end users to use one tool to get assets where they need to go versus many. In many circumstances you have your individuals like project managers, project coordinators, who are going to upload their assets in the tool they use to manage their work, Workfront. But simultaneously you're enabling your creative team members to use the native tools that they're used to. So they can use in design or other tools to help get assets directly into AEM which then flows right back to Workfront. So, big key selling point here from an end users perspective is you're enabling them to use the tools that they're comfortable with rather than forcing everyone to use a singular tool. But it all ends up in one place. From a technological standpoint, the real time metadata mapping alludes data discrepancies between tools and ensures updates made to your projects and assets make their way to AEM. Then the auto generated folders help for a few reasons. First, we are ensuring there is a standard of how your teams file their assets, avoiding confusion on what should go where. This also creates a standard that flows from Workfront to AEM assets to later share comments.

We complete this mapping when certain criteria is met, like projects being in the proper portfolios, specific project status's are met, and other details ensuring that the folders that are created are only created at the right time and in the right place.

Once ready, assets are uploaded into the linked folders into Workfront. And this is really when the magic starts to happen. Those assets move into AEM, project and program information is pulled and tagged onto the asset for simple searching. You can even take this a step further, which I'm going to hit on with some of our road map items, that you can map metadata to your assets, your tasks, and even your requests. We do back this process with Fusion to ensure that updates that are made in Workfront are also real time push to AEM.

Now that assets are in Workfront and in AEM, we focus on how we get them to the proper end users and at the right time. But how Simple, we publish those assets to Asset Share Commons. We do know and we do acknowledge that with a native integration to AEM, there are other ways to complete this, but at this moment, we are personally leveraging Asset Share to be the searching mechanism for our end users to find and reuse our assets as needed. Asset Share itself can be customized to be visually appealing, with simple yet sophisticated searching capabilities that makes finding assets a breeze, no matter who the end user is.

Asset Share also enables two means of searching and filtering. You have the metadata from your assets that become searchable and or filterable schemas. So then, the data that your users may be familiar with from Workfront, project names, other custom fields, can be searchable and found. But then there's also what I call the smart searching, where assets in Share Commons can scan directly into your assets for things like keywords, phrases, or even things that are in the actual images and assets themselves.

At Deloitte, we utilize this tool to also segment our users. What I mean by that is we're supporting multiple stakeholders. We have the marketing, we have the pursuits teams, we have the research and insights teams. At times, we don't want them to be able to see the assets from the other organizations. So we do use Share Commons to segment that which is driven by the groups within Workfront.

To complete all of this, what we do is we have folders inside of each project to be considered final assets to be published to Share Commons. Sounds pretty simple, right? We named it exactly what it's supposed to do. These are the final assets that should be getting published that people can then later find on Share Commons. Once an asset is added to these folders, they can immediately be searched for via the metadata or those smart searching capabilities that I mentioned. We also leverage much of our business structure and other common fields to be filters so users can slim down their searches when they have something very specific that they're looking for. Again, if they know the project name, if they know the campaign name, if they know any of the other custom fields that you may use they can search for that directly within Share Commons. All of this allows our stakeholders to easily search broadly to find what they may have created or search for assets that fit very specific criteria that they're aware of. AKA, making it easy for users no matter how they want to find assets, to find those assets.

One of the most important topics that we try to keep in mind as a Workfront product team is what's next. What's on our road map? What are we planning for? So let's jump into a little bit of that.

The overarching topics we aim to keep in mind revolve around how we can best increase both our project and our content supply chains.

One of the top initiatives that we actively have in flight is moving Workfront onto our Adobe Business Platform or IMS, with the goal to leverage more native integrations with our Adobe suite. For example, enhancing our AEM integration and even getting campaign data back into Workfront from AEP.

While thinking about the increased intersection points of our supply chain, we are also always thinking of ways to enhance our metadata and overall data within Workfront. For example, adding more document specific metadata on our assets. I mentioned that earlier. We currently only bring in program and project information. One of our next steps is bringing in more document specific tags which is going to go a long way for our creative teams. And then we also want to do things where we can flag our content that's in market, and then again, mixing it with AEP how successful it was inside of the market. Another key initiative that I think everyone here is going to try to stay up to date on is how we can best us AI within Workfront and Assets. Whether we're using Adobe driven tools or even some of the Deloitte driven tools. Besides these high-level initiatives, we are constantly reviewing our road map with our stakeholders to ensure our partnership with them and Workfront usage is constantly evolving at the best.

To wrap up today, I'm going to give some overall advice from one system admin to another. I am going to break this up into two pieces. I always like to do this at events like this, just giving as of one system admin how I would operate directly inside of Workfront. But then I will give some advice from the AEM integration aspect as well. As a Workfront admin I would definitely suggest creating a little bit of an entrepreneur or a PMO mindset within your Workfront team. Even if you are a one man show. I know that happens a lot with system admins. You're really the only one who is the Workfront system admin. But if you have this PMO structure and you start bringing in the stakeholders at the right time, you can really start to create a governance model, monitoring the work that you do that can help manage your stakeholders, minimizing burnout and helping prioritize your work.

Once you have this, I would then also then suggest creating a brand for yourself and productize what you produce. This could be as simple as templated, branded presentations for your stakeholder engagements. And having streamlined templatized project plans.

You can even ensure that your team, if you have a larger team, are operating in a similar fashion with your stakeholders. This will all push for efficiencies in delivering the work that you do, but it will also ensure that you and your team truly become SMEs of Workfront and your team will start and your stakeholders will start to look at you as an advisor.

On that note too, one thing I would definitely do as a Workfront person, and something I learned over the years, get as involved as you can in the beginning stages of a project when they're scoping out work that may impact Workfront.

I remember my first couple years I got, it was more of an order taker. Go update this, go update that. You really start to become a true partner with your stakeholders as you strategize with them. And it just makes them respect you, right? You're the one who truly understands the impacts of their decisions because you know the tool. Let your stakeholders realize that themselves and just partner with them through the scoping phases. Now on to AEM. The big key piece for the AEM integration is to ensure there is as much alignment and prep as possible before you embark on that integration. Many users will not understand the implications of the integration. So guide them, help map it out, and allude a lot of rework. Make sure the business has a clear understanding of their metadata needs and what that means in AEM. Again, you're the SME, you're AEM team of the SME, get involved in that. Push for consistencies as much as possible when you have similar stakeholders to allude over customization. And then lastly, work with both project manager type roles and your creative teams to nail down the folder structures of who puts what where. To me that's not just as simple as here's what the folders look like in AEM or Workfront. It actually took us a really long time to decide who does do this, what is considered final, who puts what in what file. It was just one of those moments to me where obviously it was an eye opener to realize how long it took just to get those two different parties to agree on who does put what where. It was one of the things that we did not fully nail down at first and it involved a lot of rework. So I would definitely consider focusing on that folder structure before you embark on this journey. And overall, having these key pieces as close to final will minimize a lot of rework, which I think we can all be thankful for, but also ensure you have a successful launch for your stakeholders. Especially if you're going to be introducing a brand-new tool or a brand-new integration. The second it goes south, I think we've all been in that world, where then you're in that selling mode on why you need to do this. If you do a lot of this rework up front, it takes time, you're going to get a lot of pressure to move faster, but if you do it right the first time, it's going to show as a success and people are going to be happy with either the new tool or the integration. And that's all. Thank you.