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How to Select a Web Content Managment System

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Web Content Management (WCM) products now have a dizzying array of functionality, from traditional web publishing to "web experience management," to Web 2.0 tools. Meanwhile (despite some consolidation at the very top of the market), the number of viable players continues to expand around the world. How should a customer pick a system that represents the right fit for their particular needs?

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How to Select a Web Content Managment System

  1. 1. <ul><li>Exposing the real weaknesses and strengths of web and enterprise technology products </li></ul>How to Select a Web Content Management System Tony Byrne Founder, Real Story Group
  2. 2. Real Story Group: What We Do Copyright © 2010 Real Story Group www.realstorygroup.com Analyze strengths and weaknesses of the tools....and vendors Advise on successful technology selection
  3. 3. Four Traditional Approaches to Selection Copyright © 2010 Real Story Group www.realstorygroup.com 1. 2. 3. 4.
  4. 4. Don’t let it come down to this.... Copyright © 2010 Real Story Group www.realstorygroup.com
  5. 5. Series of increasingly intimate encounters... Copyright © 2010 Real Story Group www.realstorygroup.com http://www.stanfield.com/circles-main.html
  6. 6. Getting to the right “fit” Copyright © 2010 Real Story Group www.realstorygroup.com Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Requirements Research Proposals Demos Pilot Proofing Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor Vendor
  7. 7. But really a multi-dimensional exercise Copyright © 2010 Real Story Group www.realstorygroup.com Source: http://www.realstorygroup.com/Research/Channel/CMS/Vendors
  8. 8. Functional Evaluation Copyright © 2010 Real Story Group www.realstorygroup.com
  9. 9. Better yet: How does it fit your sites? Copyright © 2010 Real Story Group www.realstorygroup.com
  10. 10. Categorizing the Web CMS Vendors Copyright © 2010 Real Story Group www.realstorygroup.com Big, expensive, often oversold Big, expensive, more focused Complex, but lower-priced Easy to deploy, harder to extend Most “out of box,” least extensible Source: http://www.realstorygroup.com/Research/Channel/CMS/Vendors
  11. 11. Mid-range / Mid-market Copyright © 2010 Real Story Group www.realstorygroup.com
  12. 12. “ Checklist RFPs” Copyright © 2010 Real Story Group www.realstorygroup.com
  13. 13. Test, test, and test again Copyright © 2010 Real Story Group www.realstorygroup.com <ul><li>Test with real users before you sign contract </li></ul><ul><li>You need to know that the software will work in your environment (server builds, security, etc.) </li></ul><ul><li>Vendor salespeople are not always…candid </li></ul><ul><li>You think you know your requirements, but you actually don’t until real screens are painted </li></ul><ul><li>Testing starts with the RFP </li></ul><ul><li>Base it around narrative scenarios that represent real-life contributor tasks and visitor journeys </li></ul><ul><li>And continue through the demos with same scenarios </li></ul><ul><li>Test competitively </li></ul><ul><li>This is resource-intensive, but what’s the cost of a failed implementation? </li></ul>
  14. 14. Hold a real bake-off…in your kitchen Copyright © 2010 Real Story Group www.realstorygroup.com
  15. 15. Hidden Surprises Emerge... Copyright © 2010 Real Story Group www.realstorygroup.com
  16. 16. You also learn more about the Vendor Copyright © 2010 Real Story Group www.realstorygroup.com
  17. 17. How do they compare? Copyright © 2010 Real Story Group www.realstorygroup.com
  18. 18. Wait a second... the real costs are in services Copyright © 2010 Real Story Group www.realstorygroup.com Credit: http://blog.clayenos.com /
  19. 19. Alternative: “Combination RFP” -- Test both Copyright © 2010 Real Story Group www.realstorygroup.com SI #1 SI #2 SI #3 SI #4 #3 ISV + + + + ➠ ➠ ➠ ➠ #2 ISV #1 ISV #4 ISV Bid #3 Bid #4 Bid #2 Bid #1
  20. 20. Key Take-Aways: WCM Selection <ul><li>Vendors can be divided into various categories </li></ul><ul><ul><li>Tier, license model, focus, geographic region all play a role </li></ul></ul><ul><ul><li>Vendor’s use-case emphasis will trump functional capabilities </li></ul></ul><ul><ul><li>Rough marketplace division between “platforms” and “products” </li></ul></ul><ul><li>Employ an empirical approach to winnowing down </li></ul><ul><ul><ul><ul><li>Avoid: Puppy Love | Vinnie | Thick Binders | Horserace Betting </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Set up an increasingly intimate series of interactions </li></ul></ul></ul></ul><ul><li>Vendor selection should emphasize testable narratives </li></ul><ul><ul><li>The key word there is “test” -- at every stage </li></ul></ul><ul><li>You will likely spend more on services than licenses </li></ul><ul><ul><li>Possibly much more </li></ul></ul><ul><ul><li>Do careful diligence on the implementation team </li></ul></ul><ul><li>Do your homework... </li></ul>Copyright © 2010 Real Story Group www.realstorygroup.com
  21. 21. Next Steps <ul><li>Get a free sample of the Web CMS Report: </li></ul><ul><li>http://realstorygroup.com/Sample/ </li></ul><ul><li>Purchase the report now: </li></ul><ul><li>http://www.realstorygroup.com/Research/Channel/CMS/ </li></ul><ul><li>Learn about our Premium Subscription options: </li></ul><ul><li>http://www.realstorygroup.com/Subscribe/ </li></ul><ul><li>Contact us for more information: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Twitter: @realstorygroup </li></ul></ul><ul><ul><li>+ 1 800 325 6190 (USA) + 44 (0) 20 3318 1911 (UK) + 1 617 340 6464 (Int'l) </li></ul></ul>Copyright © 2010 Real Story Group www.realstorygroup.com

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