Analyst view on the marketplace

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  • Analyst view on the marketplace

    1. 1. JBoye Web & Intranet Conference 5-7 Nov 2013, Aarhus Web Content Management 2013 Industry trends, challenges and best practices Marianne Kay CMS Analyst and Consultant at Digital Clarity Group
    2. 2. CMS marketplace Digital leaders CMS Vendors and OSS Technology buyers Service Providers Digital Agencies, System Integrators, Management Consulting Companies 2 Industry Analysts
    3. 3. CMS Vendors 3
    4. 4. CMS Vendors      Business growth Profit USP / competitive advantage Changing buyer’s behaviour - CTO/CMO Innovation 4
    5. 5. Adobe       global presence / offering cloud partner network / service providers community customer experience features innovation 5
    6. 6. Acquia  commercial open-source, global presence, strong partner network, community. 6
    7. 7. Magnolia CMS  global presence  mobile CMS 7
    8. 8. Percussion CM1  LiveFirst Migration Tool 8
    9. 9. Hippo  Personalisation Never Serve The Same Page Twice http://www.onehippo.com/en/reso urces/blogs/2013/01/never-servethe-same-page-twice.html 9
    10. 10. But what about Sharepoint?.. 10
    11. 11. Gartner Magic Quadrant http://go.ektron.com/gartner-magic-quadrant-web-content-management-2013 http://blogs.adobe.com/digitalmarketing/wem-2/adobe-named-a-leader-in-2013gartner-magic-quadrant-for-web-content-management/ 11
    12. 12. Forrester Wave 12
    13. 13. http://www.digitalclaritygroup.com/blog/analyzing-the-2013-forrester-wave-on-webcontent-management/ 13
    14. 14. Service Providers Digital Agencies, System Integrators, Strategic & Management Consulting 14
    15. 15. Service Providers NOTE: Each company was allowed to self identify up to two service provider types so total distribution exceeds 100%. 15
    16. 16. Service Providers Digital Agencies, System Integrators, Strategic & Management Consulting • • • • • design/creative/brand technical strategy and management consulting communications training, support 16
    17. 17. Service Providers Digital Agencies, System Integrators, Strategic & Management Consulting • • • • • • growth partnerships with CMS vendors resources skills long-term projects from services to products 17
    18. 18. Assessment considerations     Technology Resources Methodology and approach Leadership 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/ 18
    19. 19. Digital leaders
    20. 20. 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. 20
    21. 21. Online sales channel 21
    22. 22. 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 22
    23. 23. Implementation team in-house... or outsource?
    24. 24. 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/6597 We 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
    25. 25. 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 mind 10 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 scope Death 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-related Winning the RFP business: a case study  An RFP is the shadow of the story To RFP or Not to RFP, That is the Question!  RFP stands for Really Fast Paperwork
    26. 26. Industry Analysts Things we spend time doing:  Briefings, interviews, surveys, research  Advisory days, inquiries, consulting projects  Broadcasting, writing, speaking, social media 26
    27. 27. Services we offer        Technology selection Agency selection Strategy and roadmap development Executive and staff education Technology and process assessments Requirements gathering and validation Workshops and speaking engagements 27
    28. 28. From Web Content to Customer Experience Management Customer experience management (CEM) is engagement with the customer in a consistent and relevant manner, across channels, everywhere, all the time. 28
    29. 29. 29
    30. 30. 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). Create efficiencies; host processes Systems of Engagement Systems of Record 30 Create effectiveness; touch people
    31. 31. But here’s the problem  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? 31
    32. 32. http://www.digitalclaritygroup.com/blog/highly-effective-personalization/ 32
    33. 33. Thank you! Marianne Kay Web CMS Analyst and Consultant at Digital Clarity Group Email: mkay@digitalclaritygroup.com Twitter: @marianne_ua LinkedIn: http://uk.linkedin.com/in/mariannekay/ Digital Clarity Group – actionable advice for digital leaders 33

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