How Northrop Grumman is “defining possible” with Sitecore

Northrop Grumman, a global leader in aerospace, defense, and security, is renowned for pioneering cutting-edge technologies that push the boundaries of innovation. From advanced electronic warfare systems to space exploration initiatives, the company’s mission is to “define possible.” At Sitecore Symposium 2024, attendees had the opportunity to hear how Northrop Grumman is applying this philosophy to its digital transformation efforts.

In a session led by Jan Blanton, Director of Digital Readiness at Northrop Grumman, and Meghan Fishburn, SVP of Client Strategy at AgencyQ, the spotlight was on how the company has leveraged Sitecore to revolutionize its digital strategy. Through advanced technologies and a carefully crafted roadmap, Northrop Grumman is enhancing how it engages with key audiences and setting a benchmark for innovation in digital transformation.

Northrop Grumman wanted to move beyond fragmented data systems and inconsistent user experiences toward a unified, personalized digital platform. The company relied on the Boston Consulting Group’s digital maturity model to assess its starting point and chart a path forward, aiming to achieve seamless, multi-moment customer experiences.

Blanton described the challenges the organization faced at the outset: “Our data was either like a plate of spaghetti or stuck in silos—or both.” Addressing this required integrating platforms, enhancing data security, and focusing on scalable personalization strategies. The first steps included creating a content management system that empowered editors to easily contribute content—a foundational move that set the stage for deeper personalization and omnichannel engagement.

The decision to adopt Sitecore as the core of its digital strategy was driven by several key factors. For an organization like Northrop Grumman, performance and reliability were non-negotiable. The platform needed to reflect the company’s reputation for precision and excellence. Additionally, improving search functionality was critical, since users had to quickly find the information they needed.

Personalization was another pivotal consideration, and Sitecore’s ability to deliver hyper-targeted experiences made it an ideal choice. The organization also prioritized building a first-party data strategy, ensuring compliance with privacy and security standards while reducing reliance on third-party cookies.

Meghan Fishburn highlighted how Northrop Grumman approached Sitecore’s implementation with foresight. “From day one, they planned for the future,” she said. By adopting a headless architecture, they ensured that the platform would be ready for a seamless migration to Sitecore’s XM Cloud when the time came. This decision, coupled with clear communication about the scope of the migration, allowed the team to focus on backend improvements without disrupting frontend experiences.

One of the most impactful aspects of Northrop Grumman’s digital transformation has been its approach to personalization. The organization adopted a phased strategy, starting with small pilots and scaling up based on results. For instance, electronic warfare content was tagged and prioritized for users who had previously shown interest. This simple strategy led to a 10% increase in engagement—a remarkable achievement given the niche audience.

In the talent acquisition space, personalization played a key role in attracting female technical talent. By tailoring job postings with videos and content specific to female candidates, Northrop Grumman achieved double-digit growth in engagement. These initiatives underscore how even targeted personalization efforts can yield significant returns.

AI has been another transformative element in Northrop Grumman’s strategy. One notable initiative involved automating content tagging. Traditionally a tedious and manual process, tagging was streamlined using AI to ingest content, recommend metadata, and apply high-confidence tags automatically. This not only saved time but also brought an objective, user-focused perspective to the content, improving search functionality and overall user experience.

Multi-touch attribution has also been a game-changer. By integrating Sitecore with Google Analytics and Workday, Northrop Grumman tracked interactions across channels, uncovering that 12% of hires had engaged with the site multiple times before applying. This insight enabled the team to refine marketing strategies and optimize investments across various channels.

Northrop Grumman’s journey provided valuable lessons for organizations embarking on digital transformation:

1. Start with a clear roadmap: A phased approach allows for steady progress and avoids the pitfalls of trying to achieve everything at once.
2. Communicate effectively: Managing internal expectations and involving key stakeholders, such as privacy and security teams, early in the process is crucial.
3. Personalization takes time: Starting small and expanding based on data-driven insights ensures the most impactful results.

By embracing Sitecore and adopting a thoughtful, collaborative approach, Northrop Grumman is proving that digital transformation can redefine what’s possible.

Find out more about personalization, its benefits, and how to use personalization to transform the customer experience.