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Sitecore Business Optimization Strategies

Helping brands increase business value by creating great customer experiences.

Who is SBOS?

The Sitecore Business Optimization Strategies team (SBOS™ for short) supports Sitecore customers and implementation partners through their transformation from marketing with a brand-centric, static web presence to marketing with a personalized, contextual, omnichannel digital platform that creates great customer experiences and builds loyal customers.

Our approach

We exist to help companies generate demonstrable business value. We do this by sharing ever-evolving insights and best practices on processes, methodologies, and tactics. We’ll show you how to assess your marketing maturity, align digital goals with strategic objectives, and then build great experiences for customers based on their current and past interaction with your brand (Sitecore calls this context marketing). Helping you gain quick business wins along the way is part of our mission. We’ve learned that every organization can continually accelerate their business value by using data-driven context marketing that takes full advantage of evolving technology.
Who-Is-SBOS

The SBOS manifesto

We are passionate about what we do. Our manifesto shows who we are and what we believe in:

  • We are marketing technologists at heart: We blend marketing and technology to increase the business value from digital channels.
  • We believe you can’t do marketing if you aren’t data driven: Our first mission is to align digital goals with key business objectives so we can monitor performance and take actions that drive performance improvement.
  • We start with the question of how to improve business performance: We search for the relationships between digital marketing goals and organizational objectives, then we use the drivers we find to improve business results.
  • We always look for ways to improve: Marketing optimization is a continuous process that must evolve with new marketing channels and technology.
  • We work with committed organizations: We strive to help organizations break through to higher levels of performance and achieve their goals. We want to work with people that have the same focus and energy we have.
Chris Nash res
Chris Nash
 Senior Business Optimization Consultant

A curiosity-driven digital and analog marketer who provides strategic guidance on creating connected customer experiences, Chris has co-founded a marketing automation company and worked on both sides of the Atlantic, advising brands on digital marketing adoption.
Chris Nash res
Chris Nash
Senior Business Optimization Consultant

A curiosity-driven digital and analog marketer who provides strategic guidance on creating connected customer experiences, Chris has co-founded a marketing automation company and worked on both sides of the Atlantic, advising brands on digital marketing adoption.

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Lars Birkholm Petersen
 Senior Strategist and SBOS Director


Lars manages the SBOS global team of consultants and specializes in providing strategic guidance on using technology to create connected customer experiences. Lars has worked with hundreds of organizations and developed a huge background in digital marketing best practices.
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Lars Birkholm Petersen
Senior Strategist and SBOS Director


Lars manages the SBOS global team of consultants and specializes in providing strategic guidance on using technology to create connected customer experiences. Lars has worked with hundreds of organizations and developed a huge background in digital marketing best practices.

Elan Bair
Elan Bair
 Senior Business Optimization Consultant

Elan advises B2B and B2C companies on strategic and operational aspects of customer experience management—drawing on more than 30 years’ experience in management and marketing consultation for leaders such as Bain & Company, Accenture, and Isobar. Elan has enjoyed marketing and business-development leadership positions in real-estate finance, business services, software, and publishing industries.
Elan Bair
Elan Bair
Senior Business Optimization Consultant

Elan advises B2B and B2C companies on strategic and operational aspects of customer experience management—drawing on more than 30 years’ experience in management and marketing consultation for leaders such as Bain & Company, Accenture, and Isobar. Elan has enjoyed marketing and business-development leadership positions in real-estate finance, business services, software, and publishing industries.

Jim Claussen photo
Jim Claussen
 Senior Business Optimization Consultant

Jim provides strategy, practice, and how-to insights on digital experience management. From 20 years of leading digital strategy, development, management and advisory across industries and partner ecosystems, Jim leads the SBOS Insights activities to help customers and implementation partners disrupt marketplaces with connected customer experiences.
Jim Claussen photo
Jim Claussen
Senior Business Optimization Consultant

Jim provides strategy, practice, and how-to insights on digital experience management. From 20 years of leading digital strategy, development, management and advisory across industries and partner ecosystems, Jim leads the SBOS Insights activities to help customers and implementation partners disrupt marketplaces with connected customer experiences.

Ramon Aseniero photo
Ramon Aseniero
 Senior Business Optimization Consultant

Ramon is a Sitecore MVP and has been developing Sitecore solutions for over 10 years now for Fortune 50 companies.
Ramon Aseniero photo
Ramon Aseniero
Senior Business Optimization Consultant

Ramon is a Sitecore MVP and has been developing Sitecore solutions for over 10 years now for Fortune 50 companies.

Nicolai Winch Kristensen photo
Nicolai Winch Kristensen
 Senior Business Optimization Consultant

Nicolai is passionate about creating high quality digital experience solutions; everything from leading the right customer experience strategy to executing on an operational level. With more than 15 years' experience in the online world, and more than 10 years with the Sitecore Platform, Nicolai has been leading numerous customers in getting business value from their digital platform.
Nicolai Winch Kristensen photo
Nicolai Winch Kristensen
Senior Business Optimization Consultant

Nicolai is passionate about creating high quality digital experience solutions; everything from leading the right customer experience strategy to executing on an operational level. With more than 15 years' experience in the online world, and more than 10 years with the Sitecore Platform, Nicolai has been leading numerous customers in getting business value from their digital platform.

Sean Rusinko
Sean Rusinko
 Senior Business Optimization Consultant

Sean leads SBOS enablement services for Sitecore customers and partners by bringing expertise in customer experience strategy and context marketing techniques leveraging the Sitecore Experience Platform. For the past decade, Sean has helped organizations achieve both near-term results and long-term growth by formulating, implementing, and measuring transformational digital strategy programs.
Sean Rusinko
Sean Rusinko
Senior Business Optimization Consultant

Sean leads SBOS enablement services for Sitecore customers and partners by bringing expertise in customer experience strategy and context marketing techniques leveraging the Sitecore Experience Platform. For the past decade, Sean has helped organizations achieve both near-term results and long-term growth by formulating, implementing, and measuring transformational digital strategy programs.

Jonathan Corley
 Senior Marketing Technologist

Jonathan enables Sitecore partners and customers with a process-driven approach to context marketing throughout SBOS engagements. As a former senior consultant for a prestigious international firm, he advised industry-leading brands with a sharp focus on Sitecore strategy and configuration. Jonathan is an Atlanta native and passionate about emerging technologies.
Jonathan Corley
Senior Marketing Technologist

Jonathan enables Sitecore partners and customers with a process-driven approach to context marketing throughout SBOS engagements. As a former senior consultant for a prestigious international firm, he advised industry-leading brands with a sharp focus on Sitecore strategy and configuration. Jonathan is an Atlanta native and passionate about emerging technologies.

Customer validation

A really beneficial aspect of the Xccelerate Program is the focus on people. The workshops were very helpful in getting all the stakeholders on the same page and demystifying the business benefits of techniques like personalization and behavioral profiling.

Max Goijarts, marketing and technology manager,
Danone Nutricia
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Related resources

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SBOS Academy

Chock full of do-it-yourself ebooks, how-to white papers, and more, this web page consolidates valuable SBOS resources on how you go about marketing to customers in context.

Learn more
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10 personalization tactics

It's not as hard as you might think. Grab these low-hanging approaches to using Sitecore for delivering personalized experiences and marketing in context.

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Sitecore Own the experience

Google is ranking mobile sites higher: Are you ready?

Sr. Consultant Ron Person's blog delivers a checklist for assessing mobile readiness.

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