Marianne Kay

CMS Analyst and Consultant at Digital Clarity Group

Web Content Management 2013 Industry trends, challenges and best practices

JBoye Web & Intranet Conference

5-7 Nov 2013, Aarhus

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CMS Vendorsand OSS

CMS marketplace

Service ProvidersDigital Agencies, System Integrators, Management Consulting Companies

Digital leadersTechnology buyers

Industry Analysts

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CMS Vendors

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Business growth Profit USP / competitive advantage Changing buyer’s behaviour -

CTO/CMO Innovation

CMS Vendors

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Adobe global presence / offering cloud partner network / service providers community customer experience features innovation

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Acquia

commercial open-source, global presence, strong partner network, community.

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global presence mobile CMS

Magnolia CMS

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LiveFirst Migration Tool

Percussion CM1

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Personalisation

Hippo

Never Serve The Same Page Twicehttp://www.onehippo.com/en/resources/blogs/2013/01/never-serve-the-same-page-twice.html

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But what about Sharepoint?..

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Gartner Magic Quadrant

http://go.ektron.com/gartner-magic-quadrant-web-content-management-2013http://blogs.adobe.com/digitalmarketing/wem-2/adobe-named-a-leader-in-2013-gartner-magic-quadrant-for-web-content-management/

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Forrester Wave

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http://www.digitalclaritygroup.com/blog/analyzing-the-2013-forrester-wave-on-web-content-management/

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Service ProvidersDigital Agencies, System Integrators, Strategic & Management Consulting

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Service Providers

NOTE: Each company was allowed to self identify up to two service provider types so total distribution exceeds 100%.

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Digital Agencies, System Integrators, Strategic & Management Consulting

• design/creative/brand• technical• strategy and management consulting• communications• training, support

Service Providers

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Digital Agencies, System Integrators, Strategic & Management Consulting

• growth• partnerships with CMS vendors• resources• skills• long-term projects• from services to products

Service Providers

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Technology Resources Methodology and approach Leadership

Assessment considerations

Discussions with past or existing clients are imperative. Reference clients are the only reliable source of insight into how the service provider performs 'in the wild'.http://www.digitalclaritygroup.com/blog/research/premium-research/

Digital leaders

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The importance and value of online channel

“This is not the bank’s website – this is THE BANK.”Alessandro Colafranceschi,

Global Head of Online and Mobile Banking at Unicredit group,Adobe Summit

• 80% look and decide online• Customer visitors in all branches in

a year are less than 50% of website visits in 1 day.

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Online sales channel

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Silos are barriers that separate work teams, departments and divisions — causing people who are supposed to be on the same team to work against one another.

Silos cause stress, exasperation and disappointment by forcing employees to fight unwinnable battles with people who should be teammates.

by Patrick M. Lencioni

in-house...

or outsource?

Implementation team

Ways to select a digital agency open tender (RFP) paid evaluation pilot project

Is responding to RFPs a waste of time? http://gadgetopia.com/post/6597We don't hate RFPs, not really http://www.freeformsolutions.ca/en/we-dont-hate-rfps RFPs: The Least Creative Way to Hire People http://www.alistapart.com/articles/rfps-the-least-creative-way-to-hire-people/ Often maligned, RFPs are a valuable tool and opportunity http://blog.confluentforms.com/2009/07/often-maligned-rfps-are-valuable-tool.html

RFP – Request for Proposal RFPs are like online dating

OMG Your RFP Is Killing Me

Nine times out of 10, RFPs are issued with a favourable contender in mind10 Secrets to Help Your Agency Win More RFPs

Many RFP processes are gated by the ‘great wall of procurement’, determined to prevent any sort of collaboration with the key stakeholders to determine fit and scopeDeath by RFP: Don’t let it happen to you

A buying decision is 90% based on what goes on behind-the-scenes and is not solution-relatedWinning the RFP business: a case study

An RFP is the shadow of the storyTo RFP or Not to RFP, That is the Question!

RFP stands for Really Fast Paperwork

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Industry Analysts

Things we spend time doing:

Briefings, interviews, surveys, research

Advisory days, inquiries, consulting projects

Broadcasting, writing, speaking, social media

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Technology selection Agency selection Strategy and roadmap development Executive and staff education Technology and process assessments Requirements gathering and validation Workshops and speaking engagements

Services we offer

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Customer experience management (CEM) is engagement with the customer in a consistent and relevant manner, across channels, everywhere, all the time.

From Web Content to Customer Experience Management

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Systems of Engagement

Recently, Geoffrey Moore suggested a different way of looking at the creation, optimization, and delivery of content with his notion of Systems of Engagement (SoE).

Systems of

Record

Systems of EngagementCreate efficiencies;

host processes

Create effectiveness; touch people

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Businesses looking to transform their digital strategy to embrace CEM, need to gain organizational alignment in order to execute it:– Does your organization have the right

people and skills in place? – Does your top management understand

the business benefits of CEM? – Do technology choices support or impede

your CEM initiatives?

But here’s the problem

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http://www.digitalclaritygroup.com/blog/highly-effective-personalization/

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Thank you!

Marianne KayWeb CMS Analyst and Consultant at Digital Clarity Group

Email: mkay@digitalclaritygroup.com Twitter: @marianne_uaLinkedIn: http://uk.linkedin.com/in/mariannekay/

Digital Clarity Group – actionable advice for digital leaders