1. Selecting a CMS: 9
Fears That Shouldn’t
Hold You Back

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3. Introduction
Integrated marketing agency at the Next Generation CMS software,
intersection of art and science. combining web content management,
email marketing and multi-channel
Integrated offering including:
campaign management.
• brand development
• digital strategy All delivered in the cloud.
• website redesign Over 200 customers in industries
• social media including software and technology,
• advertising and higher education, healthcare and sports
communications and entertainment.
• analytics and optimization

4. 1. Introduction
2. 9 Fears that Prevent Marketers
from Making a CMS Selection,
and How to Overcome Them
3. Kick-Starting the Process for Your
Organization
4. Q+A

5. 9 Common Fears and How to Overcome Them

6. 1. “I‟m Afraid of Failure”
“Our current situation isn’t ideal,
but we’re used to it. We can’t
afford to jeopardize that right now
by making a change.”
.

7. How to Overcome
• Time to face the brutal truth - if you already see the
flaws in your system, you’re only delaying the
inevitable
• The sooner you make the decision, the sooner you
can start reaping the benefits of it
• The ultimate failure for a marketer lies not in
choosing the “wrong” CMS but being unable to bring
real results for your business

8. 2. “I‟m Afraid That Implementing a New CMS
Will Involve Much More Than Software”
“Adopting a new CMS opens up a whole “can of worms”. We’ll
need to have servers set up, application hosting, and testing-
our organization isn’t ready for that.”
.

9. How to Overcome
Traditional CMS

10. How to Overcome
Web Services Users
Next-Gen CMS
Web Hosting
Upgrades,
Backups,
Monitoring
CRM Web Visitors

11. 3. “I‟m Concerned That „Out-Sourcing‟ Is Too
Expensive”
“It’s cheaper to keep in-house.
Our IT team can take care of
web content management.”
.

12. How to Overcome
• Commonly-held misconception is that in-house= cheap
• What is sacrificed when you keep web content
management in-house?
• Quality/professionalism of website
• Speed-to-market (IT/webmaster bottleneck)
• 100% cloud-based and supported solution frees
marketing /IT teams for other critical projects, projects
that are central to their jobs

13. How to Overcome
3 Year Cost of Ownership
Typical On-Premise
Cloud CMS
CMS
Application License $ 49,000.00 $ 47,375.00
Application / Webserver /
Firewall - Hardware and stack $ 20,800.00 $ -
licenses
Server Configuration &
$ 125,000.00 $ -
Maintenance Labour
Training $ 3,400.00 $ -
Business User Support $ 21,600.00 $ -
Total $ 219,800.00 $ 47,375.00

14. 4. “We‟re Not Ready to Redesign our
Website!”
• Many factors impact an organization’s readiness for a full
website redesign:
• Organizational/structure change
• New senior leadership in marketing
• Rebrand process
• Budget restrictions and cutbacks
• Competitive positioning
.

15. How to Overcome
• Choose a CMS that is flexible, allowing you to update
templates to your site as you go
• Having a new CMS before the redesign can actually benefit
you. For example, you can use your new CMS to test
different versions of your brand messaging
• With a Cloud CMS, you can migrate your existing content
and be up and running in just a few weeks

16. 5. “I‟m Scared that Integrating with Our
Current Systems Will Be too Complex”
“My team has been using
the same CRM system for
years, and it’s working
well. If we switch to a
new CMS, what will
happen? Do we need to
implement a new CRM
system?
.

17. How to Overcome
• Do you have in-house development resources to
manage and maintain the integration?
• Look for a CMS with out-of-the-box bidirectional
integrations for popular systems
• CRM systems
• Google Analytics
• Google Website Optimizer
• Social media integration
• Don’t believe traditional (on-premise) vendor FUD:
Cloud CMS are just as easy to integrate via Web
Services API

18. 6. “I‟m Nervous That a New CMS Will Take
Forever to Implement”
“ We have a pretty aggressive marketing plan for the year,
and we can’t afford to lose time in a lengthy deployment.”

19. How to Overcome
• Setting up an on-premise CMS can be complex, and
for the first time, a learning curve is inevitable
• With a cloud CMS, you don’t have to worry about this
setup process; experienced and trained professionals
take care of it for you. We could have it done today for
you!

20. 7. “Choosing a CMS Requires a Large
Financial Investment”
“Implementing a new CMS is a significant
financial investment – what if we make
the wrong choice?”
.

21. How to Overcome
10
Cloud vs. On-Premise CMS
SaaS CMS
8
On-premise CMS
6
4
2
VALUE
0
0 2 4 6 8 10 12
-2
-4
-6
-8
-10
TIME

22. 8. “I‟m Concerned About Making the Wrong
Choice”
“
“Alot of CMS’
out there have
many
impressive
features – I’m
scared that I
will make the
wrong
choice.”
.

23. How to Overcome
• Forget the “Feature Fest” - focus instead on selecting a CMS
that excels in those functions you need most
• Remember the “80/20” rule – concentrate on the 20% of
functionality that you will be using 80% of the time. For
example, many marketers need to quickly publish and track
web content and email campaigns.

24. 9. “I‟m Uneasy About Having to Use a Brand
New Tool”
“It’s already taken
some time for my
team to get used to
finding their way
around our current
CMS. Now I have to
ask them to start
all over again?”
.

25. How to Overcome
• There’s a difference between technical and user support –
look for a CMS that has user support and training built into
the cost. Both of these will help marketers do their jobs
better
• Ask vendors to show you how the CMS will make your day-
to-day tasks easier
• Ask how long training takes / costs – probably proportional
to product complexity
• Is help documentation context sensitive and available
online?

26. Marketers often express a similar string of concerns and apprehensions
around choosing a CMS:
• Fear of change, commitment and the possibility of making the wrong
selection
• Fear of a lengthy, complex deployment and the financial/infrastructure
burdens that occur as a result (i.e the open “can of worms” argument)
• Yet, making the choice is essential to your web marketing success! Arm
yourself with knowledge before you make your selection – this is an
essential way to mitigate these risks
• Do research, and ask vendors to provide resources that will guide you
towards finding the “best fit” CMS for your business

27. Kick-Starting the Process for Your
Organization
How to Begin
1. Determine Who Will Be Part of Your “Decision Team”
• Could be cross-departmental
• Keep as small as possible, ensuring that relevant stakeholders are included
2. Identify Your Objectives
• Will you be doing a redesign?
• What pain points is this new CMS aiming to solve?
• Be as clear and detailed as you can, as it will save much time later in the
selection process
3. Audit Your Current Process
• Consult internal sources to determine what your current process is. Some
questions to ask:
• How efficient is our current workflow and approval process?
• How long does it currently take to make updates?
• Are there secure pages and need for user permissions?

28. Kick-Starting the Process for Your
Organization
4. Gather Info on Potential Vendors
• Some touchstones :
o Level of usability
o Is there a staging environment?
o How much training do we need?
o Deployment timeframe and cost
5. Prioritize Your Selection Criteria
• Decide what will be the most important factors in your decision, and rank them in
order of importance (i.e cost, time to implement, usability, etc)
6. Decide!
• Build a “matrix” of the shortlisted CMS, and their essential features/benefits
• With your decision team, make your selection

29. Want to see Marqui in
action?
Join us for a live product
demo.
Click the link in the GoToWebinar chat
window to register.

30. Q&A
Richard Sharp, VP Marketing
Marqui
Richard.Sharp@marqui.com
Tammi Couto, Business Development Executive
Marqui
Tammi.Couto@marqui.com
DM us on Twitter www.twitter.com/Marqui_CMS or www.twitter.com/therealstationx