George Chang — Senior Director, Digital Experience & Technology Corporate Marketing, Hexagon AB
Published:
We’re able to do this because of Sitecore XM Cloud, right? That platform has the testing and personalization interfaces built directly into the same interface that they go in and do their content editing and the content authoring and page creation process. So because it’s already a familiar interface to them, this makes it really easy to enable them.
What does George Chang say on The Agile Brand with Greg Kihlström?
George Chang, Senior Director, Digital Experience & Technology Corporate Marketing, Hexagon AB, says: In this episode George Chang, Senior Director of Digital Experience & Technology Corporate Marketing at Hexagon AB, describes how enterprise marketing can move from HiPPO-driven decisions to a program of continuous optimization. He discusses making CRO strategic, democratizing testing through integrated CMS tools, using objective data to arbitrate decisions, and reframing failed tests as valuable learning. The conversation focuses on culture, process, and technology needed to scale experimentation across organizations.
From: The Agile Brand with Greg Kihlström
Cite as: George Chang. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/george-chang-were-able-to-do-this-because-of-sitecore-xm-cloud-right-t