Building and scaling successful enterprise multi-site experiences

A digital factory is a system that transforms how enterprise teams create, manage, and scale a large number of websites and digital products. This requires uniting siloed marketing and IT teams by enabling repeatable yet autonomous content architecture. 

However, you may have already guessed that that building a digital factory isn’t as simple as it seems. 

That’s because not only do you have to have the right technology to build it – you have to transform how enterprise teams manage digital experiences. From assessing your business goals to modernizing your MarTech stack, every step requires strategic planning and alignment across teams.  

In the first article “From chaos to consistency: how digital factories scale enterprise experiences”, we discuss what digital factories are and why enterprises are turning to digital factories to scale their websites.

Digital transformations in large enterprises already face higher-than-average failure rates, so how can you take the right steps to maximize your ROI? Here’s how marketing, CX, product and IT leaders can lay the foundation for a scalable, efficient digital factory that drives ROI. 

Align your team to the right digital factory vision 

This step isn’t just about identifying pain points; it’s about building a business case for transformation. You need buy-in to make bold changes and rebuild where necessary. The homework you do here sets the stage for a smart, scalable, and impactful digital factory—one that eliminates inefficiencies instead of replicating them. 

Start by conducting an upfront assessment. Think of this as mapping out every single process—from how teams currently manage content and sites to how they should operate. Layer these findings with a clear vision for improvement to identify what needs to be fixed and where to focus your efforts. 

You need to ask tough questions about why you’re doing this so you can create the most business value. What does your organization’s digital ecosystem look like today? Where are the bottlenecks? Which gaps are holding you back from success? 

The 80/20 rule: balance brand uniqueness with efficiency  

Repeatability of common website components that can be used across multiple brands is a significant characteristic of a digital factory. This cuts down on repetitive work and speeds up development, while leaving room for brand customization. 

But striking the right mix between efficiency and brand uniqueness can be a bit of a balancing act.  

An effective rule of thumb? Follow the 80/20 principle: build 80% of the system to work universally across brands and reserve 20% for unique, brand-specific needs. 

Start with a primary brand that sets the tone for the design system, then localize and replicate that system across geographies and other brands. This process isn’t about creating flashy custom solutions for each brand but delivering a streamlined, flexible framework that works for the majority while accommodating localized nuances. 

This requires ruthless prioritization. Think of it as moving to a new house: are you packing every single item, or are you decluttering first? The same principle applies here. The focus should be on eliminating unnecessary content, streamlining digital management processes, and creating a scalable model that supports consistent yet flexible branded experiences. 

Develop an operational plan for your factory 

Not only does this recommendation involve determining how you’ll govern but who. A digital factory can only succeed if the people operating it are equipped to do so. This means investing in training and upskilling your workforce. Marketing and IT teams need authority, expertise, and cultural credibility to drive adoption and elevate the organization’s digital IQ. 

The reality is, many brand marketers lack digital acumen. Without proper training, they may struggle to follow the guidelines set by the core team, which can lead to inefficiencies and inconsistencies. Upskilling ensures every team member—from brand marketers to IT product owners to IT pros—is aligned with the digital factory’s goals and empowered to collaborate effectively. 

Cross-team collaboration is crucial here. Foster a culture of shared best practices and ensure teams are equipped to work together seamlessly. 

Create and share a guidebook 

The core decision-making team or “center of excellence” plays a pivotal role. One of their most important tools? A detailed guidebook. 

This document serves as a single source of truth for all brand sites, outlining what teams can and cannot do. It provides clear instructions on how to use the digital factory, from accessibility best practices to design standards like character counts and color guidelines. 

More importantly, this guidebook isn’t static—it evolves as needs change. It ensures consistency, visibility, and adherence to rules, so the digital factory remains relevant and impactful. As one of our digital factory customers put it: "If you don’t do this, it’s a no." 

It should also include instructions for correctly executing new sites or incorporating acquired brand sites, anything that involves future growth opportunities. 

Modernize your Martech stack 

Finally, no digital factory can succeed without the right technology. This involves eliminating the extra technical debt of disparate platforms and embracing cloud-native, API-first technologies that enable easy integration and scalability. 

It should support faster deployment, more efficient workflows, and seamless collaboration between teams and systems. By addressing outdated technology upfront, you’re setting the foundation for a digital factory that’s built to last.  

We recommend adopting a composable digital experience platform (DXP). These can help you link technology together and organize all your assets as editable modules for easier updates. Providers like Sitecore offer trusted solutions like XM Cloud (Opens in a new tab) and Experience Platform that enable agility and iterative deployment.  

Looking forward 

Building a digital factory for your company is not without its challenges. But once it’s built, you will save time, money, and CX headaches in the long run.  

As discussed in the first part of our digital factory series, digital factories are a solid solution that make it easier to spin up new sites, unify your brand, and cut down time to market—all without depleting your resources AND allowing each brand to still shine on its own. 

Horizontal Digital can help you get there with the best-in-class technology, design, and change management—all to get your factory up and running smoothly.