Finding Your Needle in the CMS Haystack
5 Keys to Selecting the right CMS Technology and Service Provider
Cathy McKnight a...
What’s so hard about this?
2@just_clarity @cathymcknight
CMS market reality
3@just_clarity @cathymcknight
Needle finding aid
4@just_clarity @cathymcknight
Digital Clarity Group
Deep engagement with users and buyers
5@just_clarity @cathymcknight
Cathy McKnight
 Founding Partner
 Principal Analyst covering
WCM, MAP, Smarter Workforce
 DCG Consulting Practice Lead
...
Today’s topics
7
1. Context: defining “selection”
2. 5 keys for choosing the right CMS
technology and service provider
3. ...
About Digital Clarity Group
8@just_clarity @cathymcknight
Defining selection scope
9
1. Any B2…
@just_clarity @cathymcknight
10
Defining selection scope
11
1. Any B2…
2. Technology & Service Provider
@just_clarity @cathymcknight
Technology alone is not a solution
12
The “Three I’s” turn software into a solution
 Implementation
 Integration
 Incor...
Defining selection scope
13
1. Any “B2”
2. Technology + service provider
3. CMS for CEM
@just_clarity @cathymcknight
Fewer companies buying CMS only
14@just_clarity @cathymcknight
5 keys for choosing the right CMS
technology and service provider
15
Key #1: Validation
16@just_clarity @cathymcknight
Key #1: Validation
Impact
 Alignment of purpose
across stakeholder
groups
 Support is “built in” from
tacit acceptance v...
Key #2: Constituent Participation
18@just_clarity @cathymcknight
Key #2: Constituent Participation
Impact
 Essential to buy-in
 Varies by roles and
organization
 Right-sizing of scope
...
Key #3: Requirements Identification
20@just_clarity @cathymcknight
Key #3: Requirements Identification
Impact
 Fundamental to best-fit
choices
 Incomplete requirements
= compromised solut...
Key #4: Focus
22@just_clarity @cathymcknight
Key #4: Focus
Impact
 All ≠ equal
 Prioritization
 Commoditization
 Differentiation of needs
leads to the right fit
23...
Key #5: Vision
24@just_clarity @cathymcknight
Key #5: Vision
Impact
 Long view
 Sustainability
 Long-term ROI
25@just_clarity @cathymcknight
Bonus Key: Mindset
 It’s a program.
 It’s a strategy.
 It’s a transformation.
 It takes time to get it right.
26
Progr...
5 Keys to finding your needle
1. Validate business needs
2. Give all constituents a voice
3. Ensure thorough requirements ...
The “so what”
1. Take action now to get your house in order.
2. Create and socialize a shared vision of a successful
selec...
For more information
29
Visit our website for more information about our research and services
http://digitalclaritygroup....
info@digitalclaritygroup.com
DigitalClarityGroup.com | @Just_Clarity | #DCGInsight
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Finding Your Needle in the CMS Haystack - 5 Keys to Selecting the Right CMS Technology and Service Provider

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Presentation slides from Digital Clarity Group's March 2014 Get Clarity webinar.

In this presentation, we give an insightful look at DCG’s proven process for selecting and acquiring business technology and the service provider team implementing it (e.g. Systems Integrator or Interactive Agency).

This presentation is perfect if if you’re currently searching for technology to transform your customer experience management initiatives – a Content Management System, Marketing Automation Platform, Customer Relationship Management system, Digital Asset Management — and is designed to give you confidence in the partner choices you make.

View the entire webinar recording on DCG's <a>website </a>

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Finding Your Needle in the CMS Haystack - 5 Keys to Selecting the Right CMS Technology and Service Provider

  1. 1. Finding Your Needle in the CMS Haystack 5 Keys to Selecting the right CMS Technology and Service Provider Cathy McKnight and Mary Laplante March 26, 2014 www.digitalclaritygroup.com
  2. 2. What’s so hard about this? 2@just_clarity @cathymcknight
  3. 3. CMS market reality 3@just_clarity @cathymcknight
  4. 4. Needle finding aid 4@just_clarity @cathymcknight
  5. 5. Digital Clarity Group Deep engagement with users and buyers 5@just_clarity @cathymcknight
  6. 6. Cathy McKnight  Founding Partner  Principal Analyst covering WCM, MAP, Smarter Workforce  DCG Consulting Practice Lead  Consulting experience with IBM, Prescient Digital Media, and Aon Hewett  Runner, gardener, mother. 6@just_clarity @cathymcknight
  7. 7. Today’s topics 7 1. Context: defining “selection” 2. 5 keys for choosing the right CMS technology and service provider 3. Resources 4. Q & A @just_clarity @cathymcknight
  8. 8. About Digital Clarity Group 8@just_clarity @cathymcknight
  9. 9. Defining selection scope 9 1. Any B2… @just_clarity @cathymcknight
  10. 10. 10
  11. 11. Defining selection scope 11 1. Any B2… 2. Technology & Service Provider @just_clarity @cathymcknight
  12. 12. Technology alone is not a solution 12 The “Three I’s” turn software into a solution  Implementation  Integration  Incorporation @just_clarity @cathymcknight
  13. 13. Defining selection scope 13 1. Any “B2” 2. Technology + service provider 3. CMS for CEM @just_clarity @cathymcknight
  14. 14. Fewer companies buying CMS only 14@just_clarity @cathymcknight
  15. 15. 5 keys for choosing the right CMS technology and service provider 15
  16. 16. Key #1: Validation 16@just_clarity @cathymcknight
  17. 17. Key #1: Validation Impact  Alignment of purpose across stakeholder groups  Support is “built in” from tacit acceptance via inclusion in process  Starts change management and ongoing communication processes 17@just_clarity @cathymcknight
  18. 18. Key #2: Constituent Participation 18@just_clarity @cathymcknight
  19. 19. Key #2: Constituent Participation Impact  Essential to buy-in  Varies by roles and organization  Right-sizing of scope 19@just_clarity @cathymcknight
  20. 20. Key #3: Requirements Identification 20@just_clarity @cathymcknight
  21. 21. Key #3: Requirements Identification Impact  Fundamental to best-fit choices  Incomplete requirements = compromised solutions  Beyond features/functions  Skills are requirements, too. 21@just_clarity @cathymcknight
  22. 22. Key #4: Focus 22@just_clarity @cathymcknight
  23. 23. Key #4: Focus Impact  All ≠ equal  Prioritization  Commoditization  Differentiation of needs leads to the right fit 23@just_clarity @cathymcknight
  24. 24. Key #5: Vision 24@just_clarity @cathymcknight
  25. 25. Key #5: Vision Impact  Long view  Sustainability  Long-term ROI 25@just_clarity @cathymcknight
  26. 26. Bonus Key: Mindset  It’s a program.  It’s a strategy.  It’s a transformation.  It takes time to get it right. 26 Program Management @just_clarity @cathymcknight
  27. 27. 5 Keys to finding your needle 1. Validate business needs 2. Give all constituents a voice 3. Ensure thorough requirements gathering 4. Prioritize needs for focus 5. Consider the long view 27@just_clarity @cathymcknight
  28. 28. The “so what” 1. Take action now to get your house in order. 2. Create and socialize a shared vision of a successful selection process. 3. Prepare for and educate about the process. 4. Start planning for governance. 5. Consider an outside expert who can help guide, streamline, connect, and lead. 28@just_clarity @cathymcknight
  29. 29. For more information 29 Visit our website for more information about our research and services http://digitalclaritygroup.com Contact Cathy with questions about foday’s webinar cmcknight@digitalclaritygroup.com Contact us about technology and service provider selections mmarchionda@digitalclaritygroup.com @just_clarity @cathymcknight
  30. 30. info@digitalclaritygroup.com DigitalClarityGroup.com | @Just_Clarity | #DCGInsight

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