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Team Size Required to Fully Leverage Feature set

To fully leverage the capabilities of a DXP like Optimizely, Adobe Experience Manager, or Sitecore site, the size of the team depends on the complexity and scale of the implementation. Given a DXPs robust feature set, which could include , experimentation, content creation, advanced content management, personalization, marketing automation, and analytics, a multidisciplinary team is typically required to manage and optimize the platform effectively. Team size is a key non-technical consideration for anyone comparing DXPs, or planning an implementation. In our experience guiding digital transformations building a DXP team is as big an effort as the technical build. The cross-functional teams required to fully utilize a DXP could come from various business units and organizational siloes.

Below is a breakdown of the recommended roles and team size for fully leveraging a DXP implementation:

Core Team for Smaller DXP Implementations (5–8 People)

For smaller or less complex Sitecore implementations, a core team can effectively manage the platform. This might include:

  • 1–2 Developers: Responsible for custom development, integrations, and maintenance of the platform. Expertise in .NET and familiarity with Sitecore’s architecture are essential.
  • 1 Sitecore Administrator: Oversees the day-to-day management of the platform, including managing users, workflows, and permissions.
  • 1–2 Content Editors/Marketers: Manages the content creation and editing process, with knowledge of Sitecore’s Experience Editor and tools for creating pages, assets, and campaigns.
  • 1 Digital Marketer: Focuses on leveraging Sitecore’s personalization, A/B testing, and marketing automation tools to optimize customer journeys.
  • 1 Project Manager: Coordinates the team, manages timelines, and ensures alignment between technical and business goals.

Team Medium to Large Implementations (8–15 People)

For medium-sized implementations or enterprises with more complex needs (e.g., multi-site management, advanced personalization, and marketing campaigns), a larger, specialized team is recommended:

  • 2–4 Developers: With a focus on both front-end and back-end development. This team will handle more sophisticated customizations, third-party integrations, and API development.
  • 1–2 Sitecore Administrators: Ensures smooth platform operation, manages security, user roles, and is responsible for applying patches and updates.
  • 2–3 Content Editors/Marketers: Handles content creation, page design, and overall digital marketing strategies within Sitecore. This team should be proficient with Sitecore Experience Editor and Experience Platform (XP) tools.
  • 2 Digital Marketers/Marketing Automation Specialists: Focus on leveraging the personalization and A/B testing features. These team members will manage customer segmentation, set up automation workflows, and run personalized campaigns across multiple channels.
  • 1 UX/UI Designer: Collaborates with developers to create user-friendly designs and improve the overall user experience.
  • 1 Data Analyst: Uses Sitecore Experience Analytics to track and measure the effectiveness of campaigns and user interactions, optimizing personalization and content strategies.
  • 1 Project Manager: Coordinates project timelines, resources, and ensures that the business objectives are met.

Team Size for Enterprise-Level DXP Implementations (15+ People)

For large enterprises with global operations, complex digital ecosystems, and multiple Sitecore products (such as Sitecore Experience Commerce, multi-site, multi-language, and omnichannel personalization), the team size grows accordingly. In addition to the roles listed above, a large-scale implementation would include:

  • 4+ Developers: With roles divided into front-end, back-end, and potentially DevOps specialists for managing large-scale deployments and ensuring system reliability.
  • 2+ System Architects: To design and optimize Sitecore’s architecture, including infrastructure, scalability, and integrations with external systems such as CRMs, ERPs, or e-commerce platforms.
  • 2+ Digital Marketers: Dedicated to planning and executing global campaigns, A/B tests, and personalization efforts across multiple regions and languages.
  • 2+ Content Strategists: Responsible for content governance, SEO strategy, and ensuring consistency across global or regional websites.
  • 1–2 QA Engineers: Focus on ensuring the quality of the platform, including testing new features, bug fixes, and platform upgrades.
  • 1 DevOps Engineer: Handles continuous integration, automated testing, deployment, and system monitoring.
  • 1 Data Analyst/Business Intelligence Specialist: Manages advanced analytics, reporting, and data-driven insights to support marketing and content strategies.
  • 1 Training Specialist: Dedicated to onboarding and training content editors, marketers, and other business users to ensure effective use of Sitecore’s tools.

In our experience we rarely see organizations buy too little software. While often see organizations buy more software than a one, two, or three person team can fully utilize. For many organizations a DXP reflects a major multiyear investment in tech, but team building is often overlooked. Reskilling, or recruiting a team that fully leverage all the latest greatest tech contained in a DXP like Optimizely or Sitecore is no easy task and is a key consideration for pricing your implementation.

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