HOW COMMSCOPE OPTIMIZED BUSINESS PROCESSES IN THE MIDST OF COMPLEX M & A’S
Summary
CommScope – the international provider of communications technology solutions – has played a major role in designing, building, and managing some of the most advanced networks in the world. Following a major acquisition in 2019, the American enterprise had the urgent need to establish a technology infrastructure that would facilitate the consolidation of three different businesses.
With the Digizuite DAM at 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.
In the words of Connie Walters, CommScope Director of Digital Marketing, Digizuite has amounted to the company “increasing productivity, reducing frustration, and saving time” – all through a massive business transformation.
Who is CommScope?
A major, global network infrastructure provider headquartered in North Carolina.
The Breakdown:
More than 30,000 employees and growing, due in large part to many mergers and acquisitions (totaling ten different brands as of today).
Revenue:
More than $8 billion USD.
Challenge:
Needed to quickly execute a 3-to-1 brand consolidation following a complex acquisition of two companies.
Solution:
Implemented the Digizuite DAM in order to merge and manage the entire content lifecycle of all three brands.
Results:
Successfully merged three businesses under the CommScope brand.
Established a new CommScope website (including a more clear-cut, easy-to-absorb e-catalog) for simpler, better user experience.
Removed significant time constraints for marketing and IT teams that has led to greater productivity and higher quality content.
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 Solution
CommScope implemented the Digizuite DAM in 2018, alongside a new Product Information Management (PIM) system. The company needed a simplified, effective way to execute processes for website management and content creation. In other words, they got the Digizuite DAM to manage all necessary post M&A processes – to bring all products and processes under the CommScope umbrella.
And, it all started with the website (most people’s first stop on the journey to learning more about any company and/or product, of course). As a result, CommScope needed its DAM, PIM, and content management solution (CMS) to function as one solution that would seamlessly power the website.
“The interdependency was critical,” Joanne Ofiara, CommScope’s Manager of Web Productivity Solutions, said. “We have all of our product data and assets coming from a PIM, and we really needed those and 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 to transfer more than 125,000 native files into the Digizuite DAM, and today, the CommScope team relies on Digizuite to manage more than 300,000 assets…and counting. All these assets are what make the website – including the CommScope eCatalog – operable and easy to navigate for all users.
The Results
With the Digizuite DAM at the heart of CommScope’s DAM-PIM-CMS triangle, the team has been able to successfully execute a three-to-one brand consolidation – namely, getting their website quickly ready for their expanded audience of prospective and existing customers.
Getting what had been three different websites synchronized under the CommScope site was the main priority. And, leveraging Digizuite, they were able to do this successfully while also meeting their timeline.
The Digizuite DAM certainly simplified the process; previously, each of the three different websites used a different CMS, and thus a different media library.
Clarity around mergers and acquisitions, of course, are hugely important to customers, so establishing a comprehensive, easy-to-navigate website was key.
Even after establishing their organized, consolidated website, the CommScope team has found that having a highly integrate-able DAM that works as one with both their PIM and CMS allows them to waste no time as they create new content for the site. All the while, since there is just one single source of truth for all media assets, all time constraints have been removed.
The result?
Better than ever productivity and efficiency (on top of quality).
With Digizuite, they were able to easily organize and sort data, guaranteeing that it all went to the right place. Through their major website update [of consolidating three website under the CommScope site], Digizuite also ensured brand consistency, content accuracy, and content control. Translation: simplified user and customer/ website visitor experiences.
The CommScope team continues to rely on the Digizuite DAM, which ensures that relevant information is always up-to-date, easily accessible, and consistently and reliably brand compliant. This makes content creation and distribution simple and empowers content creators to get the right information to the public at the height of its relevance.
It’s not just marketers that the Digizuite DAM has empowered, either. With Digizuite, CommScope has enabled sales and partner channels with DAM-fueled information portals. CommScope uses these sales and partner portals to get content to all sales channels so that sales representatives everywhere only have to go to one content source to get the exact information they need – eliminating the need for third parties or time-consuming requests.
“The website is our biggest
channel with millions of visitors,
so having a tool for consolidation was critical. Consolidation of these three sites was a very visible and key part of our integration as a company and an important part of simplifying doing business for our customers. After all, the website is our biggest channel with millions of monthly visitors”.
Keri Becker
Director of Marketing
CommScope
The key takeaway
With Digizuite, Commscope optimized business processes and improved collaboration throughout the entire enterprise.
Productivity has never been higher among the growing CommScope workforce.