Intro
Following a major acquisition in 2019, the American enterprise CommScope had the urgent need to establish a technology infrastructure that would facilitate the consolidation of three different businesses.
By implementing KeyShot Dock as the heart of its marketing technology stack, CommScope has optimized the digital customer experiences it delivers and, by using the tool, the marketing and IT teams have been more productive and efficient than ever.
KeyShot’s DAM solution has amounted to the company increasing productivity, reducing frustration, and saving time – all through a massive business transformation.
Who is CommScope?
CommScope is an international provider of communications technology solutions and has played a major role in designing, building, and managing some of the most advanced networks in the world.
The company have grown largely due to 10+ merges and acquisitions, now counting more than 30,000 employees, and $8 billion in revenue.
The Challenge
In 2019, CommScope acquired Arris International, which itself had very recently acquired Ruckus Networks. In effect, CommScope faced the challenges of having to consolidate what had been three different businesses.
The CommScope team knew they needed a central source of truth for streamlining what had been the processes and brand assets of CommScope, Arris, and Ruckus.
“We had a very aggressive timeline,” Samantha Gorczowski, CommScope Digital Marketing Specialist, said. “We were pretty far along in our project when we realized we needed a DAM – a tool that would provide more capabilities for managing our assets… having one stop for all of them was our main driving point.”
The website is our biggest channel, so having a tool for consolidation was critical. Unifying three sites is very visible and an important part of simplifying our business processes. After all, the website is our biggest channel with millions of monthly visitors”
The Solution
CommScope implemented KeyShot Dock alongside a new PIM system to streamline processes for website management and content creation. The company needed an effective, simplified solution to handle post-merger and acquisition processes and unify its products and operations under the CommScope umbrella.
The process began with the website – often the first stop for anyone seeking information about a company or its products. CommScope required its DAM, PIM, and CMS to work together as one seamless solution to power the website.
“The interdependency was critical,” said Joanne Ofiara, CommScope’s Manager of web productivity solutions. “We have all our product data and assets coming from a PIM, and we really needed those, along with all the CMS and third-party assets, to come together. We view it as a triangle, with the center being the website and the DAM. We really needed to establish that triangle.”
The first step was migrating more than 125,000 native files into KeyShot Dock. Today, the CommScope team manages more than 300,000 assets through the platform, with that number continuing to grow. These assets are the foundation of the website, including the CommScope eCatalog, making it functional and easy to navigate for all users.
The Results
th KeyShot Dock at the center of CommScope’s DAM-PIM-CMS framework, the company successfully executed a three-to-one brand consolidation, streamlining its website to serve an expanded audience of prospective and existing customers.
The primary focus was synchronizing three separate websites under the CommScope site. By leveraging KeyShot Dock, the team achieved this goal while meeting their timeline. KeyShot Dock simplified the process significantly. Previously, each of the three websites used a different CMS and a separate media library.
Clarity around mergers and acquisitions is critical for customers, making a comprehensive, easy-to-navigate website a priority.
Even after consolidating their websites, the CommScope team continues to benefit from having a highly integrative DAM that works seamlessly with both their PIM and CMS. This allows them to create new content for the site efficiently. With a single source of truth for all media assets, productivity and efficiency have improved alongside content quality.
The team continues to rely on KeyShot Dock to keep information up-to-date, accessible, and consistently brand compliant. This ensures content creation and distribution remain straightforward, empowering content creators to deliver relevant information quickly and effectively.
The DAM solution has also empowered sales and partner channels. With KeyShot Dock, CommScope uses DAM-enabled portals to provide content to all sales channels. Sales representatives can access a single content source to find the exact information they need, eliminating third-party involvement and time-consuming requests.
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