Fire, Ready, Aim! How Not to Choose a New Web Content Management Solution

David Aponovich

It’s been a busy few weeks since we published “The Forrester Wave: Web Content Management for Digital Customer Experience, Q2 2013,” in which we assess the technical capabilities and strategic direction of 10 WCM solutions.

A question I hear frequently from Forrester clients:  “Which WCM is the best for our organization?” My nearly universal response: “Tell me your priorities.”

Rarely is there one “best WCM” that meets all of a firm’s objectives for web content management and digital experience, so let’s dispel that myth right now. Instead, it’s a trade-off where your specific requirements should influence your investigation, direct you to a shortlist, and help you make an informed choice.

The WCM Wave Report (and the accompanying Excel with detailed product capabilities) is a powerful tool to help enterprise buyers compare solutions. It’s helpful only if you have some idea of the problems you’re trying to solve and the strategic opportunities you need to focus on.

Priorities matter. Or, more accurately, your priorities matter. Your priorities are different than those of the company across the street. It’s a big and confusing market, too. Although we cover 10 WCM solutions in the Wave, there are many additional viable solutions.

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