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The challenge for Marketers tasked with migrating out of Umbraco 7

Jane Skovbo
Jane Skovbo
Head of Communication & Business Processes at Enterspeed
Thumbnail for blog post: The challenge for Marketers tasked with migrating out of Umbraco 7

As the clock ticks down to the end of life for Umbraco 7, marketers are beginning to sweat.

Because too often, the task of migrating to a newer CMS version lands on their table. But are the really the ones who should handle it?

Marketers are usually knee-deep in their company’s chosen CMS(es) and they spend a significant amount of their time navigating the system. They're used to the comfort and familiarity of the old CMS, but the idea of migrating to a new version sends shivers down their spines.  

Don’t drown your marketers

The problem is that marketers are not IT experts. They don't know their PHP from their Python, and the thought of messing with the database sends them running for the hills. So, when the boss comes knocking, asking them to lead the migration charge, they feel like they're in over their heads.

It's like trying to build a car with no engineering experience. You might know how to drive it, but you don’t necessarily know exactly how the engine functions or how to service, fix, or upgrade it.

Let’s just acknowledge that migrating from one version of a CMS to another requires a deep understanding of IT architecture, programming languages, and database structures. This is often outside the scope of expertise of most marketing professionals.

Moreover, the migration process can be time-consuming and requires a significant investment of resources. It involves identifying and updating dependencies, ensuring data integrity, testing the new version of the CMS, and training users on the new system. All these steps can be challenging for a marketer who primarily focuses on creating content that drives the brand value and customer experiences. 

Is migrating enough?

And is a 1:1 migration actually your best bet? Well, it can be, if your architecture is very simple and custom free. But if you want to move your business forward and perhaps utilise more features, perhaps now is the time to rethink your architecture. Since you must move your CMS, why not transition to a more modern and flexible setup? Although they'll have input, marketing probably doesn’t have the complete architectural overview to make such a decision. 

No wonder the marketers feel overwhelmed and ill-equipped to make important decisions related to the migration process 😨

Fear not, dear marketer, for there are ways to navigate the migration minefield and come out unscathed.

So, what can marketers do to overcome these challenges and successfully migrate to a newer version of Umbraco? Here are a few tips:

  • Seek professional help 🦸 
    Consider working with a professional service provider, who can provide expert guidance and support throughout the migration process. This can help alleviate some of the burden on marketers and ensure a successful migration.
  • Communicate with IT teams 🧑‍💻 
    It's essential to have open lines of communication with your IT teams throughout the migration process. This can help ensure that all technical considerations are being addressed, and that the migration is progressing as planned. You need someone who “speaks code” – the more processes you can handle by code rather than manually, the less risks of human errors.
  • Focus on business outcomes 📈
    While technical considerations are important, it's crucial to keep business outcomes top of mind. Identify the key business drivers that the new CMS version can help support, and make sure that the migration aligns with these goals.

Don’t be a lone hero – call in the cavalry

So, while migrating from Umbraco 7 may seem daunting for marketers, it's not an insurmountable challenge. By setting yourself up right, marketers can successfully navigate the process and unlock the benefits of a newer, more powerful version of Umbraco. Perhaps even in a new and improves architecture.

Looking for a way to set yourself up for less painful "End of Life" in the future?

👉 Check out why you should plan for a transition


Jane Skovbo
Jane Skovbo
Head of Communication & Business Processes at Enterspeed

Thrown into tech marketing and loving it. Mother of two, wife of one, runner, and reader of romance.

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