Global tech firm drives 200% more website sales with Sitecore

Avanade is the world’s leading expert on Microsoft. Trusted by over 5,000 clients worldwide, it delivers reliable, AI-driven solutions that solve business challenges of all sizes and unlock the full potential of people and technology. It empowers organizations to use Microsoft technology to optimize operations, drive growth, and foster innovation, enabling them to excel in delivering exceptional customer experiences.

The business had seen a dramatic change in client demand and expectation for better, faster, agile, and personalized digital experiences. Although Avanade had a good website, one that attracts 90% of clients and creates 8,000 new candidates yearly, it was getting old. While most customers used the website, only around 10% engaged with the content. Avanade did not think the website in its current form could meet shifting expectations and, critically, be able to scale and change quickly in the future.

Avanade knew it needed to constantly improve to succeed, especially in the fast-moving technology sector. As Ruth Rowan, Chief Growth Officer at Avanade, said, “I engage with many different audiences, including our own talent-attract teams, so the ability to move at pace and deliver a service to the business and our customers is critical. Taking a week to get new content on the website is not fast enough anymore. It has to be hours, if not minutes.”

The vision put Sitecore at the heart of Avanade’s digital engagement strategy: an intelligent, AI-centric content management system feeding the website, marketing automation, and sales and delivery platforms for a consistent client experience.

Avanade migrated from on-premises to a Sitecore Content Cloud solution comprising SitecoreAI (previously XM Cloud) and SitecoreAI DAM (previously Content Hub). SitecoreAI runs the new website and delivers content faster across every channel. SitecoreAI DAM gives Avanade one governed home for approved assets, so teams reuse trusted content instead of recreating it. Together they keep content consistent everywhere teams use it. Sitecore connects with the company’s martech stack across the client experience journey, with the new website linked to Marketo for marketing automation and Microsoft Dynamics as the CRM platform. The streamlined site is faster and simpler to navigate and reflects the refreshed, modernized Avanade brand.

Through its partnership with Sitecore the new site was completed in five months, 50% faster than a typical rollout. Avanade is using the experience and lessons learned by transforming its own website to help inform and enhance services for its customers.

With a fresher website, a rebrand, and a faster way to manage content, Avanade improved engagement and sales. Via the website, pipeline leads are up by 100% and sales by 200%. Before, 40% of leads came from the website, with only 10% converted to qualified sales opportunities. Now, that has increased to 66%. Features such as call-to-action and next-best-action on every web page drive more sales. Visitors looking at three or more pages have increased by 43% with return visits up by 13%, and 111% more people completing contact forms.

Governed templates and self-service publishing put marketers in control of content. They build product and service pages 33% faster, and content tagging that used to be manual and people-intensive is now self-served, so teams publish approved content without waiting in a queue. Reusing governed assets from SitecoreAI DAM helps move approved content to market faster, the content efficiency behind Avanade’s revenue gains.