“We’re in charge of developing your new website. You can have it good, fast, or cheap. Pick two.”
How many times have you heard (or said) something like that on a digital experience project? With any digital initiative, one of those desires is usually odd man out. Application development and delivery pros at corporations, digital agencies, and systems integrators know this; they’re often the people talking reality in the face of the wishes of the business asking for all three (and, frequently, a fourth: “Can you make it as good as Apple.com?”).
Web projects always require compromise. The challenge is figuring out what you can live without.
It’s enlightening to apply the good/fast/cheap triangle to the Healthcare.gov snafu that’s been playing out in Washington, DC. If you’re involved in web applications, reviewing the government’s project might be one way to inoculate yourself and your team against an invitation to the hot seat by preventing website crash and burn. No one wants to be like the Secretary of Health and Human Services, Kathleen Sebelius, and her squad, who’ve had to explain the most visible website flop in history.
It makes me ask: how did the Feds deal with the good/fast/cheap question for Healthcare.gov? It’s a hard reality to deal with on any digital project, never mind a project of this scale. Where would you compromise?
This content also appeared in the June 2013 edition of CRM Magazine.
Web content management (WCM) software has been around nearly as long as the modern Web. This software enables technology pros to develop sites, lets content people create and publish, and helps marketers leverage online channels to engage customers and prospects.
Forrester’s recent research into this vibrant market confirms a fact that buyers of this technology need to be aware of: WCM has become an essential foundation for enabling successful digital experience efforts. And by doing so, it’s supporting one of the last things that corporations and brands can use to differentiate themselves.
Recently, vendors have put resources into expanding features, building, buying, or integrating with various things:
Visitor profile, segment, and targeting tools to deliver personalized content in context
Capabilities to develop and deploy mobile and social channels of engagement
CRM, email marketing, analytics, A/B testing, integrations, and tools
Not long ago, digital marketers lived by the rule “Content is king!”
Today, what matters is what you do with that content and your digital channels. In 2013, digital experience (DX) is king, so it’s imperative that you deliver interactions that are personal, contextual, and multichannel. We’re talking websites, mobile, social, email, and kiosks — with Google Glass and more coming soon.
Firms need the right technology in place so IT and marketing pros can deliver on this big vision if they intend to differentiate via digital. But let’s be frank: This is a complex challenge, and many companies are a long way from solving it.
Our report provides IT, business, and marketing pros a deep look at 10 providers of web content management (WCM) solutions — Adobe Systems, Acquia, Ektron, HP Autonomy, IBM, Microsoft, OpenText, Oracle, SDL, and Sitecore. We analyzed solutions across 100 criteria, reviewed extensive product demos, and spoke with dozens of WCM vendor customers. We heard the good, the bad, and the ugly of WCM use in the field. And, for the first time, Forrester’s WCM Wave looks at an open source platform (Drupal), through the lens of Acquia, a for-profit company that supports Drupal.
Enterprise technology buyers are moving rapidly to adopt strategies and software to support digital experience (DX) initiatives. And with good reason: Forrester research shows that one of the last remaining areas for differentiation is the ability to provide compelling, engaging user experiences through digital channels. Your customers demand it, and your competition is probably already there (or well on their way).
The road to get there is replete with challenges covering the gamut of people, processes, and technology. For technology buyers seeking to adopt DX tools and technologies, it’s a vast but immature market.
Application development and delivery pros, often on the front lines, face a proliferation of legacy and new technology to manage, engage, and measure customer experiences through digital channels—we’re talking Web sites, mobile channels, and many other digital touchpoints.
Here’s a truism: These professionals frequently encounter systems that don’t live up to their promises. They may be too old or inflexible to support rapidly changing requirements. Tech vendors add to the confusion. Some deliver all-encompassing DX suites, which have varying degrees of successful integration. Others provide pointed solutions that may deliver one part of the DX equation well, but rely on integration with third-party systems to provide a full solution.
The challenge for DX professionals is to determine how best to assess, choose, integrate, and apply the right software solutions to meet strategic DX imperatives. Easier said than done, right?
In a recent post, I shot down the myth that you can predict the ratio between web content management license cost and implementation services. (You can read the post here, but the summary is: There is no standard ratio. Like snowflakes, every WCM implementation and digital experience project has its own unique … personality, and cost. It’s not only about the technology.)
But for any application development professional who sources and implements these systems and strategies, you (or your friends in marketing) will inevitably get put on the spot by the person holding the wallet. Their question, “What’s this going to cost us, all-in?” is hard to answer. And no exec wants to hear, “I don’t know.”
We can provide a recipe for turning this question in a productive discussion that lets budget holders understand the Great Unknowns that accompany digital projects.
Costs can balloon for many reasons on a WCM or DX project. Below are just a few reasons in the form of questions. Use them early on in the project/process to educate key stakeholders on the true costs of WCM- or digital-related work – the levers that get pushed and pulled, affecting cost, timeline, and outcomes. It may be your best defense when the money people start asking questions.
Who’s leading your WCM- or digital experience-related services? Will you spend internal IT staff time or money on external agency partners getting something built?